'None of those are vehicles on which we made any money': Why Jaguar E-Pace, XE, XF, F-Type and I-Pace have been axed with F-Pace soldiering on as electric car transition approaches - report

After ending British production of the XE, XF and F-Type passenger cars, Jaguar will further cull its production to just one model.

Production of the E-Pace and all-electric I-Pace from Austria's Magna Steyr plant will stop imminently, according to Automotive News Europe, leaving only the XF large SUV in Jaguar's stable.

It all comes down to the fact that these models are not pulling their weight.

“We are eliminating five products, all lower value. None of those are vehicles on which we made any money, so we are replacing them with new vehicles on newly designed architectures," CEO Jaguar Land Rover (JLR) told investors.

Those new products will be all electric, with Jaguar spearheading the transition as a pure BEV brand from 2025.

A trio of electric cars will be rolled out over the next three years, with an additional three under the Land Rover brand, including the electric Range Rover.

Jaguar's models will all ride on a new platform, Jaguar Electrified Architecture (JEA), and the first to launch will be a four-door grand tourer, a rival for the Porsche Taycan and Audi e-tron GT.

It is part of further improving JLR's fortunes which are currently upheld by the Range Rover, Range Rover Sport and Land Rover Defender that account for 85 per cent of the groups 'value', according to Mardell. Jaguar did not specify whether 'value' is defined as sales success, profit or margin.

The group will also continue to pursue 'high value' limited editions, such as the Defender OCTA, which will bring in plenty of revenue.

In the first half of 2024, Jaguar sold 403 vehicles in Australia up 69 per cent. That improvement comes almost entirely off the back of the E-Pace small SUV and F-Pace large SUV.

The British marque has yet to comment on how the production cease will affect stock levels but in March North American President and CEO Joe Eberhardt told Road & Track: “We’re trying to time it so we have enough volume to take us through to the launch of the new product and have a clean handover.”