The 2026 Jaguar F-Pace is the only new (2026) Jaguar left in the Jaguar lineup. All of the others – the E-Pace, the F-Type, the I-Pace and the XF – were last offered new as 2024 models. The Jaguar media site – here – has nothing but screenshots of the lurid weirdos that were voguing in the commercial that did worse to the Jaguar brand than Dylan Mulvaney did to the Bud Light brand.
People are still drinking Bud light.
Know anyone who has bought a new Jag lately? You almost literally cannot buy one because there’s only the one. The F-Pace. Which is not much to hang your brand’s hat on. Especially for Jaguar, which used to be associated with sleek sedans and evocative coupes that were so good-looking many people were willing to overlook their needy-for-service (and expensive to service) character. They were very much like that girlfriend or wife most guys have had at one time who was worth everything else because of how she made you feel.
The F-Pace feels different. Not bad. Just not the same. It’s an SUV, after all. Jaguar used to have Land Rover – the other half of the brand – for that. And still does. That’s a problem, for Jaguar – because probably most people who are looking for a swanky, British-brand SUV are not thinking “Jaguar.” The F-Pace is not in the right place. It is like a Miata at a Volvo store. 
Of course, the problem is much worse than that. Jaguar had planned to bring forth a new line of battery powered models to replace models like the ones it stopped selling after the end of the 2024 model year. That plan went into the ditch when that ad was released. It probably would have gone into the ditch regardless, because of the timing. Jaguar was among the last luxury brands to really hug the EV tar baby. Mercedes, BMW, Porsche did so with gusto, beginning several years ago – when they assumed EV Fever was going to sweep away anything with an engine. 
As everyone knows now, that assumption was a big mistake. Your Libertarian Car Guy maintains the mistake made is the assumption that people with money will willingly part with it for a “Mercedes” or “BMW” or “Porsche” that is – fundamentally – just another Tesla wearing a different shell. Converting these brands to battery power did just that. All of the differences that made people with money willing to part with large amounts of it disappeared when the engines did. And so did the prestige. After all, a battery-powered Nissan or Hyundai is fundamentally the same thing as a Tesla – or a battery powered “Mercedes” or “BMW” or “Porsche.” Same feel. Or – rather – lack of it. One perhaps quicker-accelerating than another. There are escalators that differ in this respect, too. Can you recall a memorable escalator? One that made you feel something? 
Well, Mercedes and BMW and Porsche have taken some heavy lumps – but they can still afford to. Jaguar cannot. It literally bet the farm on this EV business and now stares going out of business in the face.
What can it do to prevent that? Probably not much. Or – at least – not much in time.
Unless Jaguar has something else in the pipeline – something that has an engine that’s already close-to-ready-for-production – it is going to take at least a couple of years to re-start from scratch and get something new (with an engine) from concept to production. Can Jaguar survive for even a year more with nothing new to offer except the F-Pace? How about two or three years?
Chrysler is in a similar boat. The plan had been to replace the 300 sedan with a new EV based on the new Charger EV. But as everyone knows, the Charger EV has sold like AIDs-positive Escorts in Stockholm. The Charger-based new Chrysler was cancelled before it appeared, leaving the brand with one vehicle to carry it. A minivan. Almost as bad (from a marketing point-of-view) as trying to sell a Jaguar SUV.
What would happen if Jaguar went back to selling cars – sedans and coupes – that made people feel something again? Wouldn’t it be nice if they tried?
. . .
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Looks like F Pace production ended on December 19, 2025. So Jag has no vehicles in production anymore.
Looks like 2025 is the end of Jag.
I may sound crazy – but the new jaguar (ofcourse less the lunatics in the ad) looks pretty good. Long bonnet GT type of cruiser. Enough room to put a nice classic long V12 in there…. Hope someone notices….
When the Jaguar E Type was introduced in 1961, not only was it beautiful, but it was affordable to the upper middle class. It cost just over 2000 pounds or $5,600.00 dollars. The CPI says that is worth $61,000 dollars today. A lot a money, but you got a supercar that could just reach 150MPH and was a third or less than a Ferrari. Britain still had some teeth left in their collective heads in the 60’s before their socialism caught up in the mid 70’s and killed their industrial capacity.
So died their British bike brands as well: Triumph, BSA, Norton. Which were affordable motorcycles albeit not improving technically as the Japanese did and surpassed the British. (I have (2) of these museum pieces in by garage: BSA, Norton)
Well….
Go Woke????…..
Get Broke….spiritually, morally, and most sadly, financially.
I sincerely hope Jaguar gets their operations together and makes vehicles people will buy again, but I won’t hold my breath for that to happen.
Better to plan they’ll (((flame out))) and go under….almost like there was an agenda, by the usual (((suspects))), for that to happen or something???
They should have quit with the XKE, they will never surpass that beauty. Maybe nobody will.
The Last
JaguarClowngress?Clowngress struggles to extend Obamacare tax credits before the clock strikes midnight on Dec 31:
https://ibb.co/JjxcXVZF
WHAT — Jaguar still has those ‘lurid weirdos’ posted on their website, after the epic fail of this campaign?
That’s just asking for a punch in the teeth.
We know that the UK has degenerated into a sinister leftist police state. People are arrested every day for making mean posts on social media, or holding up signs that read ‘I support Palestine Action.’
Apparently sexual deviancy is the only freedom left in this shitbag little country, which was never very good at making reliable cars. Die, Jaguar, die.
Eric wrote: “Mercedes, BMW, Porsche did so with gusto (hugged the EV tar baby LOL -ed), beginning several years ago – when they assumed EV Fever was going to sweep away anything with an engine.
They believed the press release researchers who promised they were months away from solid state electrolyte batteries. Batteries that promised to solve ALL of the inherent flaws of current wet electrolyte batteries. Ford, BMW et al dumped billions into companies like Solid Power SLDP, a company that says they’ll be able to build solid state batteries on an automatic production machine that resembles an old newspaper printing press. Except that they can’t get yields to scale up, and they haven’t been able to solve the dendrite problem.
The dendrite problem is the reality that when you remove electrons from a stable molecule, it tends to want them back. We humans figured out how to make an easier path than most and along the way get those angry pixies to perform circuits acts. But there’s always another path, and in a battery it’s through the electrolyte. This is harder but not so much that the molecules can’t bridge the gap. In a liquid that’s not great but the failures are over time and slow. In a solid state battery, that failure is sudden and catastrophic as the dendrite penetrates the medium and shorts very quickly. Then it’s Annie bar the door (or call the fire department).
If you’re a manufacturer you want to get rid of all those hoses and pipes and moving parts. They cost money and are hard. The Chinese manufacturers figured it out when they bought the old tooling from GM back in the 1990s. They sell really cheap cars because they convinced the CCP it was a better deal than internal combustion. But the US has a well established ICE based transportation system that we all live in every day. The clear inferiority of battery cars is obvious to everyone. Not only that but they aren’t cheap either. Because the cost of a car isn’t all those hoses and pipes, it’s the pension fund, the executive bonuses, the compliance costs, and the labor. Oh, and in the case of Jaguar, the marketing team.
The Jaguar media site still has the freak show as the main pictures. In other words they still haven’t learned a thing. Don’t expect a car worth buying from them for a very long time.
It serves Jaguar right for mistakenly believing anyone would want their brand of vehicle, and then expect or demand an EV. It is about as likely as my wanting decaff coffee in the morning, or warm beer on a hot, Summer day. It just is not going to happen. What is even worse, is that one would think that Jaguar would have seen ahead of time, and learned their lesson from the other car companies who had already been down the disastrous EV road? Apparently, they decided to practice that definition of insanity, and now they are going broke for it. Whoops.
Both Jag and Chrysler could restart production of cancelled cars (if they haven’t destroyed the tooling). The 300 was selling decently, and probably still would. It would at least give them something to sell as they develop new gas cars.
“What would happen if Jaguar went back to selling cars – sedans and coupes – that made people feel something again? Wouldn’t it be nice if they tried?”
I’m going with a resounding No!
Burn it down.
We will always have the 120XK, the E-types, and the XJ’s to remind of us the days when Tawny Kitaen was still hot. Even the more recent F-type was a car to behold. These will be with us for the foreseeable future. Some like the F-type will continue to depreciate for years to come until they become a reasonable consideration.
No need for a new Jaguar whatsoever and the world won’t be any worse off without it.
Timing shmiming.
Yes, electric cars aren’t in vogue like they used to be. But the opportunity to buy an English electric car? People would line up around the block regardless of anything!
/s obviously
Jaguar had planned to bring forth a new line of battery powered models to replace models like the ones it stopped selling after the end of the 2024 model year. That plan went into the ditch when that ad was released. It probably would have gone into the ditch regardless, because of the timing.
Horst, if Jaguar had only used Lucas components it would no doubt have become the market leader in EV sales.
… after a third of the production line workers got electrocuted.
Lucas: putting your lights out.
It’s said that the reason the English drink beer at room temperature is that their refrigerators are powered by Lucas Electric.
The first thing Lucas made that didn’t suck?
A vacuum cleaner.