Jaguar Land Rover’s ambitious "Reimagine" strategy has been in the works for over three years, with the core objective of embracing electrification. The most daring aspect? Transforming Jaguar into an EV-only brand by 2025. Now, as we edge closer to that electrified future, JLR has dropped a bombshell: six cars are set for the chop before the year’s end.

The XE, XF sedan, XF wagon, F-Type, E-Pace, and I-Pace are all getting the boot. Originally, Jaguar hinted the I-Pace would stick around alongside the new EVs. Yet, last year, the company flipped the script, announcing the I-Pace would join its petrol-powered siblings in the scrapyard.

But why the haste? Jaguar CEO Adrian Mardell didn’t mince words with investors, revealing these models are barely breaking even, generating "close to zero profitability." He went so far as to label them "lower value" products, confessing that "none of those are vehicles on which we made any money." The final F-Type has already rolled off the production line.

With the elimination of these six models, Jaguar’s lineup will be drastically pared down to a single vehicle. The F-Pace remains, but even its tenure is limited as Jaguar accelerates towards its all-electric future. Expect a concept car later this year, previewing an EV era headlined by a gran tourer priced north of €115,000. A substantial SUV is also reportedly on the horizon.

JLR’s vision for Jaguar’s future involves pushing the brand upmarket, focusing on lower-volume, higher-profit models, aiming to rival Bentley. However, unlike Jaguar, Bentley plans to continue selling internal combustion engine (ICE) cars well into the next decade. Bentley's original all-electric target was 2030 but has been pushed back by three years.

Under Tata Motors’ ownership, JLR envisions an overhauled Jaguar selling fewer than 50,000 cars annually. All future models will be based on the long-wheelbase JEA electric vehicle platform, developed specifically for Jaguar’s reinvention. Expect these new EVs to feature rear-wheel steering, all-wheel drive, and rapid charging capabilities.

A fresh, minimalist design language will distinguish these new models from their ICE predecessors. According to Autocar, the iconic leaping cat emblem is set to be replaced by the "Jaguar" name spelled out, following the trend among modern automakers.

Jaguar is placing a monumental bet on an all-EV future, even as some competitors hesitate. By ditching combustion engines and deliberately reducing sales volumes while hiking prices, Jaguar aims to reposition itself as a Bentley contender. 

Only time will tell if this audacious strategy will pay off as Jaguar ventures into the increasingly competitive high-end EV market.