By on February 11, 2019

As Land Rover sails along, happily supported by the popularity of its utility-only lineup, corporate sibling Jaguar isn’t flying high. Neither is the automaker as a whole, financially speaking. Despite fielding its own crossovers, Jag finds itself suffering from the public’s abandonment of passenger cars and a rapidly evolving European marketplace.

On the lower end of the model ladder, sales of the entry level XE and midsize XF aren’t doing well, leading many to speculate about their eventual demise. According to Autocar, Jaguar’s mulling a “radical” solution to the XE/XF problem.

While nothing’s decided at this point, the British publication claims one of the options under consideration is a merging of the two models at the end of their current generation. If greenlit, the new model would launch in 2023.

If that seems like an overly long timeline, just know there’s good reason for Jag to keep its sedans around, regardless of poor sales. JLR CEO Ralf Speth recently told European media that “low-profile” vehicles (cars) are needed to keep the brand in the EU’s good books. Ever-stricter emissions regulations are coming down the pipe, and keeping a number of smaller, more efficient vehicles in its stable will help keep the heat off.

As Jag mulls its product future, rumors abound about an all-electric gambit. This would obviously play better (to some degree) with European audiences than North American ones, though the Jaguar I-Pace has already launched to considerable acclaim. The flagship XJ is expected to go the EV route next year. If the XE and XF merge, expect a fully electric or plug-in hybrid model in their wake, Autocar claims.

This model, like others planned for the Jaguar range, would use the modular, lightweight MLA platform, capable of accomodating a number of propulsion sources.

In the U.S., XE sales fell 28.3 percent in 2018, with XF volume sinking 49.2 percent. The latter model moved 96 units in January.

[Image: Jaguar Land Rover]

Get the latest TTAC e-Newsletter!

22 Comments on “Jaguar XE and XF Could Become One, Report Claims...”

  • avatar

    Hot take: from a competitive standpoint, the X/S types were better than the XE/XF.

    The XE’s issues go much deeper than it not having a plug.

    • 0 avatar

      I’m a former X-Type 3.0 5MT owner and my dad owned an S-Type 4.0L for many years.

      Aside from the horrid reliability, they were great cars. They drove really well, especially the X-Types pre-2005 when it had a viscous coupling and 40/60 F-R power split and had a RWD driving feel. Even with the terrible reliability, I miss my X-Type.

      But Jaguar waited too long to update the X and S, missed the SUV boom because Land Rover, the recession hit, then they were sold.

      Fun fact! The XF is an evolution of the original S-Type, which makes me wonder why Lincoln didn’t build a better Lincoln LS instead of giving us the half baked MKS.

      • 0 avatar

        “… makes me wonder why Lincoln didn’t build a better Lincoln LS …”

        Me too. My mom has an LS V8, and after we worked out the problems with the coils-on-plugs and the crazy hydraulic fan it’s been a good car. Excellent handling, nice interior, a good transmission (so far) and plenty of power.

      • 0 avatar

        “Aside from the horrid reliability”. Sorry. If its a PIA for repairs, I don’t care if it looks great, handles great or even if its cheap…it won’t fly for me.

        • 0 avatar

          ‘“Aside from the horrid reliability”. Sorry. If its a PIA for repairs, I don’t care if it looks great, handles great or even if its cheap…it won’t fly for me.’

          So buy a Camry and call it a day. Some of us aren’t terrified by interesting cars with a few, uh, ‘anomalies.’

      • 0 avatar

        “Aside from the horrid reliability”. Sorry. If its a PIA for repairs, I don’t care if it looks great, handles great or even if its cheap…it won’t fly for me.

        • 0 avatar

          You must have had a bad example. I have owned my 2004 X Estate 3.0 for two years and apart from needing a new rear wheel bearing did not require anything else. Great car.

      • 0 avatar

        Just a small clarification; the 1st gen XF (X250) was an evolution of the S-Type (X200), they were on the same platform as the LS like you say. The current XF (X260) is all aluminium and on a completely different platform.

  • avatar

    Don’t understand Jag’s policy. It should have made a XE sportbreak version instead of one for the XF. The e-Pace is a pointless car, losing every comparison test with similarly compact SUVs from other brands. I expect i-Pace sales to drop substantially. After all the initial hurrays based on its appealing crossover design, there’s disappointment about its range.

  • avatar

    Retro is uncool, right? But, imo, Jaguars need to *look* like Jaguars. Right now, they’ve got zero distinguishing design features. And the XE’s blah interior looks like GM might have designed it.

    • 0 avatar


      I would have at least visited a dealer to check out the Jag XE if it had classic styling inside and out.

      They need to figure out a way to bring back the leaping Jaguar as a hood ornament.

      In my mind, the following cars need the hood ornament:

      -Mercedes Benzes
      -Rolls Royces

      • 0 avatar

        Except, most of the iconic old Jags (XK120, E-Type, Series 1-3 XJ6) didn’t have the leaper, and frankly even the Mk2 looks better without it.

      • 0 avatar

        The car pictured above looks an awful lot like a Ford Fusion.
        And resembles the new Honda Accord. There’s probably a Hyundai twin, as well.
        Jaguar’s greatest asset is its timeless, classic, sporty and elegant style. It’s not unique any more, which can have terrible consequences.

        • 0 avatar

          RHD. This. Exactly. It wasn’t all that long ago when even my wife would turn her head at a Jag. Now, she can’t really tell when one is alongside her on the road. The XE is a whole lotta “meh” when it comes to styling. Not sure what makes it unique enough to be considered over dozens of other vehicles. And that’s the pity. Going back to some comments above, even if (when, not if) they weren’t the most reliable vehicle on the road, they were distinct and worthy of consideration for just being a Jaguar. Now? Not so much.

  • avatar
    cimarron typeR

    I think it’s a good idea, one that Cadillac’s doing also. What hurt the XE was how cheap the interior looks/feels. It’s more near luxury(whatever that is now).
    I love the styling, though. I vote for modern going forward.It’s unfortunate design language has to translate across all models. I think the XJ should be more retro inspired.

  • avatar

    Jaguar has lost it’s brand DNA. They used to have sensual, drop-dead gorgeous looks combined with sumptuously luxurious interiors laden with beautiful wood and lined with the finest of supple, aromatic leather. They were like the mistress of the automotive world. Their beauty and exclusivity made them desirable and that allowed one to overlook their high cost of maintenance. The new Jaguars simply don’t have that “it” factor anymore.

  • avatar

    Look at that picture up top.

    When probably 95% of the population can’t tell your Jaguar from a Kia or VW, there’s a problem.

    People paid good money and put up with the reliability when Jaguars offered some style, now what’s the point?

  • avatar

    Why Jaguar reminds me Cadillac so much including merging two models into one and all electric future? Why is that? If Jaguar fails what Tata is going to do about it? To sell brand to Chinese? And why not – Chinese now make everything from Kodak cameras to Toshiba, Sharp and Polaroid TVs.

  • avatar

    JLR lost $4 billion in the 4th quarter 2018, and for none of the reasons so far cited. Sales collapse in China was the main reason. Add in Ford, FCA, PSA and many other Western automakers, all struggling mightily in China. Has all been in the business news recently – JLR plans are likely to change on a dime unless financial stability happens quickly.

    The likelihood of that happening in the near future is remote, what with the ruling Conservatives in Britain farting around scoring points off each other rather than getting serious about the March 29 leave date. Nissan decided not to build the new X-Trail in England. Toyota and Honda are stocking up on made in the EU parts, because port of entry Customs chaos is predicted with 20,000 big rigs likely to clog roads on the day, ruining Just In Time deliveries. Food shortages are predicted. The wealthy are scarpering off to sunnier climes, despite being in general ardent Brexiteers until recently. All in all, you have to wonder if JLR will survive.

  • avatar

    Within 5-years,Jag will be an SUV/CUV company that makes a single sports car, no sedans at all.

  • avatar

    JLRs problems are mainly in China as mentioned by Conundrum and by VW single handily destroying the reputation of diesel.

    In the UK the S type and X type were hated. The S type was viewed a retro pastiche aimed at the US market and the X type was viewed as a Mondeo in drag. Whatever you might think Jaguar can’t abandon its biggest home market by making a car that only appeals in the US to a seemingly small set of people who have come to terms with the fact that even Jaguar aren’t making cars with 70s reliability.

    The other huge problem Jaguar has got is that the SUV is killing Sedans everywhere. In Europe volume brands are killing their sedan lines for SUVs. The only brands who still make money at this are basically the prestige German marques.

    So the future is bleak for Jaguar? Er no as it turns out. The I Pace could well be on track to sell 30,000 cars next year. That as it turns out would see Jaguar have a model that’s priced like an XJ but sell at volumes that Jaguar haven’t seen since the XJ hit its peak. Jaguar therefore has no choice but to go all in on electric. The all electric XJ when it arrives could give Jaguar another big boost. The challenge then is to take the XF electric along with their successful F Pace and E Pace.

    Jaguar are in a much better position than Alfa. They’ve made their mistakes and got their electric car weighed up. Get through the next few years and it could be Land Rover that has the head ache. Just how do you make the ultimate off-roader electric?

Read all comments

Recent Comments

  • ajla: “Are you the type who enjoyed fiddling with a grey-market Civic Type R in the ‘90s? Or are you a Z-head...
  • numike: I loved my Colt
  • slavuta: Z
  • dal20402: The Z will be a fun product but the Type R is the one that could fit my kids in back so it’s more...
  • 28-Cars-Later: Pretty sure this role was made for the erstwhile contributor, BTSR.

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber