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Could Jaguar become an EV-only brand?

Just yesterday we wrote about the Heisenbergian uncertainty surrounding the future of the Jaguar F-Type. A new report in Autocar prompts us to consider extending that ambiguity to the entire Jaguar brand. The UK magazine reports the automaker's product planners have devised a ten-year plan to switch to a pure EV lineup of cars and crossovers. According to Autocar's sources this is a planning exercise and doesn't have the green light, but it's "fairly advanced" and has adherents inside the company. The first shot fired would be an all-electric XJ replacement. That sedan, a "no-holds-barred luxury car" to challenge the Tesla Model S and Porsche Taycan, would provide emissions-free motoring before the Mercedes-Benz S-Class and BMW 7 Series come with their EV propositions. Around 2023, an EV crossover a touch larger than the full-sized Audi E-tron would replace both the XF and XE sedans. Two years later, a new mid-sized I-Pace would debut as both the F-Pace and E-Pace fade out. And two years after that, around 2027, the J-Pace luxury crossover would sigh its last ICE gasp. And what about the F-Type? The report says "with no replacement for F-Type in the works," an electric sports car "is also a possibility." There's no mention of the XK revival. Right now, Jaguar sells seven models - four sedans and three crossovers. As the Autocar article's written, come 2027 Jaguar would have an electric XJ sedan, a full-sized EV crossover, the I-Pace, and perhaps an electric sports car. That's a brave new world - one we're not sure Jaguar dealers could survive in. Problem is that Jaguar and its dealers are having plenty of problems now. Chinese-market volatility, the cloud around diesels, and Brexit uncertainty have contributed to a sales slump so dire that Jaguar's Castle Bromwich plant is going to a three-day week for the rest of the year. The sales flu has spread to Land Rover, too, the brand's Solihull plant closing for two weeks to realign dealer inventory. Considering all that, and with no easy relief in sight, the product planners are apparently debating whether a new, traditional three-model sedan range is worth the investment. The upside of going all-electric is said to be higher sales, with internal estimates supposing 300,000 units annually. Last year Jaguar sold 178,500 units. The marque could rake in larger profit margins on those sales, too, thanks to premium buyers being ready to shell out big ducats for EVs.

Jaguar planning two bodystyles for next XJ

As we alluded to in today's F-Type first drive, Jaguar hasn't been selling its wares in China for very long, and as a result, buyers there usually don't have the same appreciation for the brand's history. So you might reasonably think that the company's recent radical styling shift (kicked off by the 2008 XF) wouldn't be as jarring to the nation's buying populace since they really didn't have the automaker's more traditionally styled models from years past to compare them against.
Yet while Jaguar and its sister marque, Land Rover, continue to pick up steam in China's developing market, that apparently isn't necessarily the case. Local buyers there tend to have more conservative tastes when it comes to styling, preferring more upright dimensions, big back seats and larger quantities of traditional luxury materials (think: chrome and wood) than other markets currently find desirable. Thus, the very bold current-generation XJ sedan may be leaving some sales on the table.
According to Edmunds, Jag doesn't want to risk that, and as such, it is preparing two bodystyles for the next-generation XJ - one with the rakish coupe-like styling of the current model, and a more "old-school" three-box sedan designed to appeal to a wider swath of Chinese buyers.

2018 Jaguar F-Pace S Long-Term Review | Wrapping up our six-month test

It's been six months since our long-term 2018 Jaguar F-Pace S arrived to warm our hands and hearts. Jaguar's most popular model with consumers was equally popular with the Autoblog staff. We drove it 13,000 miles and would continue to rack up more if Jaguar would just let us keep the keys. It was a great follow-up to our fuel-efficient but slightly gutless 2017 Jaguar XE diesel. Our Caesium Blue bomber is loaded with nearly every option. That includes heated seats front and rear, a black package that swaps out chrome for black trim, and a full-size spare (that takes up a lot space). The S model's supercharged 3.0-liter V6 sends 380 horsepower and 332 pound-feet of torque to all four wheels through an eight-speed automatic. All in, our F-Pace S will set you back $74,640. Editor-in-Chief Greg Migliore: I spent a lot of time in the F-Pace this year. It's powerful, sporty, looks sharp (love the lively blue-purple paint) and has a solid interior. The styling resonated with me. I think Jaguar design boss Ian Callum and team nailed the proportions and curves. A crossover was sure to be controversial with Jag loyalists, but it's beautiful, and the reasoning for joining the SUV fray is ironclad. Everybody from Ferrari to Porsche is there. I appreciated the driving dynamics. The steering has decent feedback, the engine sounds good and has energy, and you ride just high enough to feel in command. The Jaguar DNA comes through. I took it to a tailgate, where I was boxed in and had to be the guy in the Jaguar who asks people to move so he can leave early. Cutting through rows of tailgaters in a purple Jag with black wheels isn't exactly subtle. But the car was versatile. I put tons of groceries in the back. My dog enjoyed the second row. It was good in snow. All the things you want in a crossover. The F-Pace was one of the more memorable long-termers we've had at Autoblog. It was fun to drive and stayed in high demand, even after we'd had it for months. It's not perfect. The interior was a little plain, and I don't love the infotainment, but in its first attempt at a crossover — Jaguar nailed it. Senior Editor, Green John Beltz Snyder: While I found it comfortable for long highway drives Up North, this thing is absolutely ferocious in Dynamic Mode with the gear selector set to S. The paddles amp up the fun. It really changed the character of this cat, and I was always surprised by the transformation. I got a lot of looks in the F-Pace.