British car giant Jaguar has revealed it will end sales for new cars in the UK next month following the axing of its F-Pace SUV, with drivers forced to wait until 2026 before new models are available for purchase.
The decision comes as part of Jaguar's major brand reinvention, set to be unveiled later this year which would in part focus on a new electric vehicle strategy.
The F-Pace was the last model to be discontinued in the UK, following the earlier removal of the XE, XF, F-Type, E-Pace, and I-Pace from the British market.
However, F-Pace production continues for other global markets. Jaguar's parent company, JLR, confirmed in a statement that from November 2024, “new Jaguar sales will come to an end ahead of our new brand reveal later this year and product launch in 2026”.
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The F-Pace was a crucial model for Jaguar, outselling the rest of the six-car line-up combined in the previous year. It achieved global sales of 21,943 units, more than double that of the second-placed I-Pace at 7,000.
Since its UK launch in 2016, approximately 67,000 F-Pace models have been sold in the British market. But despite its popularity, JLR boss Adrian Mardell explained the decision to discontinue the current line-up stemmed from a lack of revenue.
He stated that the brand made "little money" off the models with the company instead moving to replace them with new vehicles.
JLR's sales are now dominated by the Range Rover, Range Rover Sport, and Land Rover Defender, which account for over half of the company's total sales.
Jaguar's future plans include a major brand reinvention, with the company set to preview a 600bhp electric four-seat GT later this year, which is expected to rival the Porsche Taycan.
In 2026, Jaguar plans to launch a luxury SUV in the style of the Bentley Bentayga, followed by a large luxury saloon. All three new models will be built on a new, bespoke platform called JEA.
Jaguar's marketing director, Rawdon Glover, previously told Autocar that the brand will undergo a "reset period" ahead of these new vehicles hitting the road.
The company's "JLR Reimagine strategy", announced in 2021, confirmed that Jaguar will be fully reimagined with an all-new electrified portfolio.
Jaguar has assured current owners that support will continue despite the discontinuation of new car sales. The company stated that it is “fully committed” to supporting Jaguar owners and the current product range.
The Jaguar Authorised Repairer network will maintain services, honour warranty claims, and provide software updates. Scheduled maintenance and roadside assistance will also continue uninterrupted.
A JLR spokesperson emphasised that the brand is “committed to looking after clients and their Jaguar 24/7, 365 days a year".
For those still interested in purchasing a Jaguar, the company noted that a selection of models remains available through their UK retail network on an Approved Pre-Owned basis.
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Speaking last year, Rawdon Glover, managing director at Jaguar, said: “As Jaguar embarks on the boldest transformation in its history; to become a modern luxury all‑electric brand from 2025, this is an unrepeatable celebration of Jaguar’s internal combustion sports car provenance.
“F‑TYPE has captivated sports car drivers for more than a decade, just as the E‑type did five decades before it.”
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