Jaguar made a bold move when the company seemingly pitched its long-running identity (and nearly all of its model lineup) to make a bold move into EVs with bright colors, odd-looking models, and the controversial Type 00 Concept serving as the prominent spearheads of this initiative with Land Rover also confirming its plans to go all electric (albeit in a slightly less extreme way.)

This was also an all-in bet for JLR who put all of their figurative chips on the table to make this push profitable. However, it appears that this wager is starting to go awry with a new report revealing EVs for both brands could be facing big delays.

Delays couldn’t come at a worse time for Jaguar

According to The Guardian Jaguar has reportedly delayed the Type 00 by several months with Jaguar’s second EV (a rumored large SUV) also being put on the shelf with its own delays.

Jaguar has so far not commented on the validity of the report, but the alleged delays comes at a time when the British luxury brand is struggling to make a profit. Part of its switch to EVs was to axe nearly all of its lineup with the F-Type, E-Pace, I-Pace, and others all being axed to make room for the new EV lineup. The F-Pace SUV is currently the last model left, but the aging SUV is also set to leave soon with Jaguar potentially being left with no models to sell at all when the F-Pace rides off into the sunset.

This is bad news when you consider the brand and its dealerships are contending with the loss of sales that resulted from this purge with dealerships being expected to either shoulder the load with Land Rover sales or via sales through their used car departments and other brands. Some stores have even responded by removing Jaguar entirely with a prominent store here in Metro Detroit reverting back to a pure Land Rover dealer after being united as a Jaguar and Land Rover showroom several years back in a massive sale.

Land Rover delays add new challenges to existing problems

Unlike Jaguar, Land Rover still has vehicles to sell but it’s also facing some of the same EV related headaches as Jaguar with JLR delaying the reveal of the Range Rover Electric until November after promising to first reveal it in September. This has also transitioned to a delay in deliveries with Land Rover now saying the EV will go on sale sometime next year versus later this year as originally planned.

In the meantime, Land Rover is expected to hold the weight of JLR on its shoulders but it remains to be seen how long it’s able to do so. The Range Rover, Discovery, and Defender are all strong sellers for the brand but the increased pressure on Land Rover to pick up the slack left by Jaguar and its lack of product could cause it to buckle as market conditions change around it.

Changing market conditions add new angle to JLR’s woes

In addition to internal delays that were caused by its own doing, JLR is also facing a challenge from shifting market conditions with toughened U.S. tariffs souring the idea of selling high-priced EVs in the United STates especially those that are not assembled in the country.

 A JLR spokesperson said to The Guardian “By 2030 JLR will sell electric versions of all its luxury brands. Our plans and vehicle architectures are flexible so we can adapt to different market and client demands. We are committed to the highest standards of design, capability and quality, and we will launch our new models at the right time for our clients, our business and individual markets.”

This includes testing them and making sure that they are ready fo sale with a separate statement saying JLR is taking “time for more testing and for demand to pick up.” This demand is currently decreasing as more buyers move back into gasoline powered vehicles including hybrids due to lower prices as well as the rollback of incentives and credits that were designed to jumpstart EV sales.