Jaguar is going to stay the course – right off the cliff.
Despite Jaguar’s 2025 sales of battery-powered devices having accounted for 1 percent of all sales last year and despite the admitted-to $55 billion in losses industry-wide so far, the company’s management is going to push for 100 percent EV sales next year and forever more.
“Just to drive that point a little more, in Q2 2025 Jaguar sold about 5,800 non-BEV units and only 200 BEVs. Getting BEVs to scale from that point will be an enormous lift,” says Adam Ragozzino of Omdia, a global technology research and advisory firm, as quoted by Ward’s Automotive.
That’s a line that smacks of what Hirohito said about the war situation having evolved not necessarily to Japan’s advantage.
Apparently, Jaguar’s management thinks the company can evolve into an ultra-luxury brand, something akin to what Maybach is relative to Mercedes Benz. Has Jaguar not noticed that Maybach and other ultra-luxury brands (e.g., Bugatti) do not sell devices? What they sell, to put it another way, is something not like everything else – especially not that Hyundai or Ford sitting next to you at the red light. No offense meant to either of those brands.
The point is that when you spend say a quarter million on a vehicle, you probably do not want to have the same basic vehicle that people who haven’t spent even $50k got for their money. And what is the difference between two battery-powered vehicles – other than what they cost?
But this battery is bigger! Stronger! It is built to store more kilowatt hours! Yes, but it is still a battery, all the same. Is a 12V battery more exciting than a double A? Motors, too, are all pretty much the same. Yes, this one might be more powerful than that one. But when all is said and done, there is a stator, an armature and a rotor. The motor spins when current is applied to it – but this motor doesn’t spin differently than that motor. Can you tell the difference between this washing machine and that washing machine?
Both also do exactly the same thing when you push the “on” button.
Nothing.
The current flows, the same as the lights in the kitchen come on when you flip the switch. But there’s no sennse of something coming alive.
There is nothing special about the switch or the light coming on. And there is nothing special about turning any EV’s power on.
Something else – something different – happens when you start the 5.5 liter V12 engine in a Maybach 57. You can literally hear the difference because a V12 does not sound like nothing. More finely, it does not sound like everything else. This isn’t a small point. It is arguably the main point of owning something exclusive; does it not define the word? There is nothing exclusive about battery powered vehicles. Other than that they are expensive. If you have heard one, you have heard them all. If you have driven one, you have driven them all. It is true some are made to sound different – via sounds played through speakers. The thing is, you can play the sounds of anything through speakers. Teslas make fart sounds on command. It’s just as easy to play fart sounds in a Jaguar.
It is impossible to get a battery-powered electric motor drivetrain to sound like a Jaguar inline six or V8 or V12. Put another way, those engines cannot be made to sound like nothing and that is what made them different, while their configuration made them special and even exclusive.
Is this really so hard to understand? Apparently, it is.
There might be a market for battery-powered vehicles when it is no longer necessary for the government to prop them up – via subsidies – and push them onto the market, by creating regs that favor them at the expense of cars with engines. But that will only happen when their cost falls to less than the cost of low-cost cars with engines, so as to make up for the time/hassle cost of having to wait often and long for them to recharge.
But it’s very strange to seriously entertain the idea that people who have enough money to buy whatever they want are going to buy battery-powered vehicles that oblige them to wait when everyone else doesn’t have to – and all they’ve got to show for the money they spent is having spent more money.
. . .
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[…] https://www.ericpetersautos.com/2026/02/23/whats-a-jaguar-without-an-engine/ […]
“Despite Jaguar’s 2025 sales of battery-powered devices having accounted for 1 percent of all sales last year and despite the admitted-to $55 billion in losses industry-wide so far, the company’s management is going to push for 100 percent EV sales next year and forever more.”
Nothing more need be said after this astounding introduction. R.I.P. Jaguar
‘It is impossible to get a battery-powered electric motor drivetrain to sound like a Jaguar inline six or V8 or V12.’ — eric
Living proof:
‘Lamborghini CEO Stephan Winkelmann told the UK’s The Sunday Times that he has ended plans to build EVs, saying customers are not seeking quiet supercars and that demand has collapsed.
‘Winkelmann said that EV development risked becoming “an expensive hobby” for the car company. He stated that the previously announced all-electric concept car, Lanzador, will no longer be part of its future lineup of supercars. He noted that the “acceptance curve” for EVs in Lamborghini’s target market was flattening and “close to zero.”
‘Winkelmann said the Lanzador will be replaced by a plug-in hybrid electric vehicle. He added that the Italian carmaker will produce internal combustion engines “for as long as possible.”
“EVs, in their current form, struggle to deliver this specific emotional connection,” Winkelmann explained, pointing out that customers who buy luxury cars seek the sound of a roaring engine..”
https://www.zerohedge.com/technology/lamborghini-ev-lanzador-bites-dust-electrified-supercar-demand-hits-close-zero
Obviously Winkelmann read Eric’s past yesterday, smacked hisself on the forehead, and proclaimed, ‘DUH! Emotional connection! Why did no one inform me about this??’
Now everybody on earth gets it, except for the blockheaded krauts at Volkswagen, currently plunging to their doom like Thelma and Louise. Dummköpfe!
Oh … and Lightning Jim Farley at Ford, who makes the benighted, Teutonic goofballs at VW look like freaking Einsteins by comparison. DANGER, DANGER, Meatball Jim!! :-0
Dammit, Jim!
You guessed at tomorrow’s article!
Should Jaguar eventually go bankrupt from this demented push to make nothing but EVs, will they eventually ask the federal government for a bailout like some of the big US automakers and big banks did circa 2009?
Of course they’ll ask for a government bailout! It’s the liberal way to always use other people’s money!
And should that happen, the DC establishment may put in a Democrat president to do it so Democrat voters don’t raise a stink over it like they would if a Republican president were to bail them out.
Obama deported twice as many illegal aliens as Trump has deported to date–and Homan was honored under Obama for his deportations, but excoriated by the Dems for doing the same thing under Trump. Dems are nothing but hypocrites!
The only Jaguar without an engine that is worth anything is an endangered species of jungle cat. Any other Jaguar without an engine is junk, only fit for the scrapyard.
Au contraire’. LS conversions can cure many ills.
Only at a price; there would be little if any profit on conversions.
If you’re a Jag owner, having a much less crappy car is a psychological profit to you.
Weirdly, the report at Ward’s Automotive does not quote any actual people at Jaguar Land Rover. Who decided?
One suspects that Jaguar Land Rover has been hacked and taken over by AI entities. Their diabolical plans are unfolding before our eyes, as Jaguar Land Rover’s executives lie bound and helpless in a dark room, with duct tape over their mouths.
Rage against the machines!
Somebody call the “Green Hornet” and tell him that Jaguar has stolen his car design!!!!!
What a depressing article. Jaguar has always been on the leading edge of style, performance, and just pure beauty. With the battery cars, nothing.
I sold my XKE V12 a few years back as my environment now is not nice to beautiful cars. But cruising on the highway, top down, wire wheels glistening, and that 4sp sitting in my hand was a pure joy.
So long Jaguar, you will be missed.
Amen, Dan –
When I was a kid, a friend of mine’s dad had an XJ with the V12. We’d marvel at the thing. It was glorious to look at. These new things are plasticized, estrogenated wrecks that make me want to smash something.
What’s a Jaguar without an engine? AN IMPROVEMENT!
Somehow methinks they will find a way to make it leak oil.
All of these EVs are being sold as essentially toys for rich people who want to virtue signal.
Meanwhile, there’s probably a G-Class Mercedes, Range Rover, or Lexus LX parked next to the “Fag-u-ar.”
They’ll drive the Fag-u-ar to a charity event to save the rainforest to show their green street cred, but use actual vehicles for most of their activities—like driving to the airport to hop on a private jet to Pleasure Island, which uses more fuel in one trip than most of us do in a year.
Then they’ll drive the Fag-u-ar to their office and park in a special spot with a fast charger that uses more electricity in a single charging session than most of use in a week, and tell their employees that the company needs to be more efficient and collaborative, so we all need to come back to the office or be fired.
The car comes with double battery?
Yes, duh, Jaguar you always need two of them. One for the spare parts.
I thought the second one was for the Anal Intruder…
That’s a fucking gay fairy’s car Jaguar has been shit for years car should be nothing smaller that a supper charged v6 but a v8 or v12 would be great but if they go under who cares there for gay rich snob’s anyway.
Amen, Angeleo –
I’m just sad to see Jaguar go, due to my memory of what Jaguar was. But – as the saying goes – you can’t go back. The past is the past.
Battery EV’s are 1% of all sales? And the educated idiots running the auto industry think that’s a winning plan?
Obviously, The Long March Through the Institutions has been a success.
Well, at least it’s been a success at destroying the institutions. Who the gods would destroy, they first make ridiculous.
The company that gave us the E-type (one of the most beautiful shapes ever penned), the XK120 and the XJ6 and that’s the best they can do?
Jag thinks that people will pay $250k for THAT? EVs are a pain in the butt to live with (go half as far and weigh twice as much as an ICE vehicle) and the market for themis drying up like a puddle in the hot summer sun.
Jag will be lucky to survive the year.
What makes you think that car is beautiful? It is UG-A-LY as if it is trying to make its front end look like a Mack Truck. Jaguars were always sleek and aerodynamic. This thing is a tank and the designers should be slapped to wake them up.
They’re betting that there’s massive numbers of gay people still in the closet.
Fags claim to be stylish and discriminating.
I’m not sure who this is intended for. The XKE was so gorgeous because it had curves like a luscious girl.
This thing looks just awful from every angle, ridiculous unlike any art car excess, and bland at the same time.
And that interior concept with the occupants separated from each other with a high fence, that is also anti human.
In design, there is a grade lower than F. It’s where the art inspires homicidal loathing in the viewer.
Paraphrasing a marxist trope: corporatist / fascist enabled cronies will sell the rope that hangs ’em.