Jaguar aims to move even further upmarket with a big push toward being a brand that’s rooted “firmly in luxury.” A brief look at Jaguar’s history, however, paints a picture of a brand with sports car heritage at its core. This new shift upmarket and the fact that the F-Type is set to bow out in the near future, calls the brand’s future heritage into question. Is there still room for sports cars in Jaguar’s future plans, and how can the brand carry on its long-running heritage? It won’t be with the internal combustion engine, that’s for sure.

The Future of Jaguar

In short, Jaguar is current in the process of redefining itself as a brand, and according to a report from Autoexpress, the company is going to embrace a “copy of nothing” ideology. In this report, JLR Board member and Executive Director of Vehicle Programs, Nick Collins, wasn’t exactly clear about what that means. Logically, it seems the company wants to position itself as totally unique from the rest of its competition, and part of that includes “reimagining the development process” as well as a bespoke architecture.

we’ve defined what the new Jaguar will represent,” he said. “It’ll be a brand that’s respectful of its rich past, but not bound to it – we’ve used that formula in the past with the Defender.”>

Beyond this drive of reinventing the brand, Jaguar obviously has to leave internal combustion engines behind, and that’s where the F-Type comes in. Jaguar’s current portfolio is going to be pushed into a more “bespoke positioning,” something that was recently evidenced by the F-Pace 1988 Edition. The next model in line is going to be “curated towards a more luxurious positioning” is the F-Type, for as long as it’s around.

Collins went on to confirm that in 2023, the company will be celebrating 75 years of Jaguar sports cars, which undoubtedly means the F-Type will be a huge part of the celebration. More importantly, however, was the confirmation that “the F-Type will be the last internal combustion engine Jaguar sports car.” What happens after the F-Type is discontinued, however, is anyone’s guess.

Collins was clear that the company recognizes its current customer base, and it won’t abandon them, but it would be foolish to think that an electric replacement for the F-Type is right around the corner. The most logical path would be for Jaguar to continue to expand its electric crossover portfolio, and only then, take the time to produce an electric sports car. This wouldn’t only give the brand enough time to develop something truly special but also time for battery electric technology to evolve. Until then, expect more crossovers and maybe a couple of sedans – all vehicles large enough to support bigger batteries that will offer more range.