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Dead for Now: Jaguar XJ

Illustration for article titled Dead for Now: Jaguar XJ
Photo: Jaguar

Before you read this headline, when was the last time you honestly thought about the Jaguar XJ? I think for me it had been a solid year or two since the big sedan crossed my mind—and now we’ve just learned that it’s about to be discontinued. Sort of.


Production of the XJ will indeed cease this summer, a Jaguar spokesperson confirmed to us, making it a solid 10 years since the X351-generation was launched in 2009. It still looks great, but besides the age, like most sedans (and many Jaguars these days) sales are not what they should be.

The spokesperson added, however, that the company will “continue the XJ nameplate and will use its renowned engineering capability and technological innovation to ensure its longevity.”


This could mean that while the gas-driven XJ will be no more, there could be an electric version coming. It is Jaguar’s flagship model after all; Autocar believes that an electrified XJ is in the pipeline for next year, though Jaguar hasn’t officially announced anything yet.

The XJ, especially in the sedan-apocalypse we find ourselves in, has been a pretty bleak seller. Last year, Jaguar only sold 1,579 XJs, according to Good Car Bad Car. Even the Cadillac CTS outsold it with 11,220 units moved.

Maybe it’ll have better luck as an EV.

Writer at Jalopnik and consumer of many noodles.

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And now Jaguar is pushing electric. Everyone is jumping on the EV train, but what happens when they all trot out their electric offerings and the sales just don’t happen? I know they will eventually, but right now the charging infrastructure is not in place. Popular acceptance is not in place. Issues with safety exist - fire departments are supposed to use, what, three truckloads of water to put out an electric vehicle that’s on fire? Price issues are real. Battery longevity issues continue. Battery rare earth metals are already becoming scarce. This will all eventually get solved (maybe?), but in the meantime, are we about to face an EVapocalypse in a couple years when every Jaguar/Audi/BMW/Cadillac/Fiat/Tata/Avtovaz puts a couple electric models in the showroom... and there are just not enough buyers.  How will the smaller companies deal with billions of dollars of investment that are just not getting a timely return?  This stuff does not keep me up at night, but the questions resurface each time I see another company getting in on this game.