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According to foreign media reports, British luxury carmaker Jaguar announced that it will stop production of all its fuel vehicles in June this year, after which it will start electrification transformation.

Reported that Jaguar will stop production of its two popular cars, the XE and XF, in June, while the two-door sports car F-Type will also bid farewell to the production line. In addition, the Castle Bromwich plant in Birmingham will no longer produce full cars and will instead focus on making body parts for Jaguar's upcoming brand-new model.

With the suspension of production of XE, XF and F-Type models, the Jaguar brand will face product line adjustment for some time. By the end of 2024, Jaguar will only have three SUV models: I-Pace, E-Pace and F-Pace. At that time, Jaguar will temporarily bid farewell to the car market and devote more energy to SUV and electric models. It should be noted that although the above three models will be discontinued after June, they will not be stopped immediately, and Jaguar will rely on inventory models to complete the transition from fuel to electrification in the next three years.

Previously, Jaguar Land Rover North America President and CEO Joe Eberharter (Joe Eberhardt) has revealed that most production work will stop in June, but Jaguar will make production plans so that models can continue to supply until the new models are on the market. However, it is not clear how long the vehicles already in production can continue to be supplied. In addition, the report pointed out that Jaguar officials said that in the electrification transformation process, Jaguar sales will decline. It is understood that Jaguar sold about 180000 vehicles worldwide in 2017, but it could drop to about 50, 000 during the electrification transition.

As of press time, the Jaguar brand has not responded to the above news, whether the above news is true or not needs to be further confirmed by the authorities.

According to public sources, JAGUAR was born in 1922 by Sir William Lyons. In 2004, Jaguar officially entered the Chinese market, the following year released the first SUV model F-PACE, the luxury sports car XEL went on sale in 2017, and the first luxury pure electric sedan SUV I-PACE in Jaguar history went on sale at the Beijing Auto Show in 2018. Jaguar introduced the model to the Chinese market with a price range of 63.08-708800 yuan, NEDC comprehensive range of 500km, and competed with Tesla Model X after listing. But in the end, due to the lacklustre market response to the suspension of production.

According to reports, the Castle Bromwich factory mentioned above is the production base of Jaguar brand with a long history, and a number of classic models have been produced here, including Jaguar XE, XF and F-Type models. If the factory stops producing cars in June, it will mean the end of an era. According to reports, in the future, Jaguar brand electric models will be produced in other factories, of which the first electric GT sports car will be put into production at the Solihar plant about 15 miles from Castle Bromwich next year.

At present, the Jaguar brand is accelerating the electrification process, and in the next three years, the Jaguar brand will launch three new electric products based on the JEA pure electric architecture, of which the four-seat GT may debut this year and launch in 2025, followed by the Bentley Timber Bentayga-style luxury SUV and a large luxury sedan.

In the Chinese market, Jaguar Land Rover and Chery Automobile Co., Ltd. jointly funded the establishment of Qirui Jaguar Land Rover in November 2012, which is the first Sino-British joint venture in China. mainly produces and sells Jaguar brand models, Land Rover brand models and joint venture independent brand models tailor-made for the Chinese market.

According to the official website, Chery Jaguar Land Rover currently on sale includes the new range Rover Aurora L (and plug-in hybrid version), the new Land Rover Discovery Sports version (and plug-in hybrid version), the new Jaguar XFL, the new Jaguar XEL, Jaguar E-PACE 5 models.

As one of the luxury brands, Jaguar's performance in the Chinese market is very mediocre. Data show that Jaguar Land Rover sold a total of 146400 vehicles in China in 2017, an increase of 23% over the same period last year, making it the world's largest car sales market. However, sales began to decline from 2017, with sales of 68000 vehicles, 53000 vehicles, 58000 vehicles and 54000 vehicles respectively from 2018 to 2021. By 2023, it's a different story. Retail data show that Jaguar sold 22800 vehicles for the whole of 2023, with Jaguar XFL and Jaguar XEL selling 11300 and 10400 vehicles respectively, while Jaguar E-PACE sold only 1036 vehicles.

Obviously, in the context of the trend of electrification, Jaguar Land Rover obviously outperformed the market. In fact, with regard to the electric strategic plan of Jaguar Land Rover, as early as April 2023, in order to save the declining market share, Jaguar Land Rover announced a new brand logo and reorganized its brands, and the three major product series of Range Rover, Defender and Discover became brands independently. In addition, Jaguar Land Rover also announced that it will invest 15 billion pounds (138.47 billion yuan) in electric vehicles over the next five years. The first Land Rover pure electric model will be unveiled in 2024 and six pure electric models will be launched in the next five years. All models of Jaguar and Land Rover brands will be all electric in the next 10 years; 60% of Jaguar Land Rover models will be pure electric vehicles by 2030.

In July of the same year, Jaguar Land Rover announced the appointment of Adrian Madl, interim chief executive, as full chief executive for a three-year term, and Richard Molyneux as chief financial officer. Madl took over the job and focused on electrification. According to the plan, Jaguar will upgrade to a pure electric luxury car brand in 2025, all models will have electric carriers in 2026, pure electricity sales will account for 100% in 2036, and the overall supply chain will achieve zero carbon emissions in 2039.

Judging from the news of this exposure, if this news is true, it means that Jaguar will move towards a major change in terms of electrified transformation.

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