ELECTRIC Jaguar XJ put on the back-burner
The electric Jaguar XJ, a new electric flagship for the Jaguar range, was expected later this year, but appears to have been put back as JLR struggles.
Fast forward to this time last year, and the electric Jaguar XJ was revealed, although only to WCOTY jurors, alongside the Jaguar J-Pace, Jaguar’s road-friendly take on the Range Rover and also expected to be an electric model, demonstrating both cars were real and well on their way to arriving.
But now, as JLR’s woes weigh heavily and Jaguar, in particular, struggles to sell cars, not only does Castle Bromwich – home of Jaguar production – remain idle as Jaguar don’t seem able to sell Jaguars already in stock, it seems the new electric XJ is, perhaps only temporarily, a victim.
According to the Sunday Times, Jaguar has decided the new electric XJ won’t make an appearance this year as we’d expected, but will be pushed back until late 2021. Or maybe it won’t appear at all?
Jaguar has had some success with its electric I-Pace, especially in Europe, but in the US its sales have been pretty woeful. And if Jaguar can’t even nibble away at Tesla with the very good I-Pace, what hope is there for an electric XJ selling in sensible numbers?
So, for now, Castle Bromwich isn’t making any new Jaguars, and with XJ production ending last year Jaguar is without a range-topping model.
Is the only way forward for Jaguar to be an SUV builder of more road-focused Land Rovers and Range Rovers, and forget the, still very appealing, saloons and sports cars altogether – electric or not?
A sad thought, but it might be the reality.
M. Geller says
It is a shame all the great car makers like Aston and Jaguar are struggling. It appears that perception of reliable tech and electronics is now winning over style and elegance in this world. I would pick a Vanquish or XJ anyday over a Tesla, which is a middle of the road tech loaded Chevy at best, but the English carmakers were late to the tech party, always lagging behind the Germans and Japanese, with technology and perceived reliability. This hurts. That I-Pace is amazing, especially the new 2020 with updates, yet they struggle to sell a couple thousand a month? Maybe the luxury market over 70K IS finite (look at the Model S numbers that are low also now), regardless of electric or not, and without a tech loaded 50K electric, that’s the way it’s going to be for Jaguar and other car makers. I hope they find a way to stay around with those beautiful cars, but they have to find some volume with something.
Rtfa Zeberdee says
Snatching defeat from the jaws of victory again. A luxury EV sedan would be perfect as you can charge plenty for it. They were late to the party making their own diesels/petrol engines and then got ahead of the curve with the i-pace and instead of capitalising on the i-pace, they revert to old school. Why not stop shoving money into things like hydrogen cells instead and cut your costs that way
Peter Szczesiak says
Such a shame another company that by following the ICE route will be gone forever!
Its just like the backwards looking VAG group which is now with new management wants to go ICE, look forward to customers saying no to gross polluting ICE