However, they did concede: "There might actually be a market for this." Jag's managing director, Rawdon Glover, has now doubled down on the new car, saying that the new direction is actually "in keeping" with the firm's core values. Jaguar Land Rover’s CEO confirms it's discontinuing all but one car in its line-up - & will focus on pricey EVs instead He told Sky News: "We've certainly gathered an awful lot of attention over the last few weeks, but now I think it's really important to talk about the vehicle. "We need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history. "At the moment, the industry is going through huge disruption: technology changes, as we all figure out actually what an electrified world means for our brand. "At Jaguar, we've looked at that and we think we have to make a really bold step forward. "But actually, the step we're going to take is completely in keeping in ethos with the brand." Jaguar has no desire to be loved by everybody Prof. Gerry McGovern