Managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new Jaguar vehicles.
“We need to change people’s perceptions of what Jaguar stands for,” he said.
“And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Jaguar Land Rover (JLR) chief creative officer Gerry McGovern said Jaguar had “its roots in originality” and that its founder, Sir William Lyons, believed it “should be a copy of nothing.”
The new Jaguar brand was “imaginative, bold and artistic” and “unique and fearless,” he added.
The first car within the new brand would be a four-door GT built in Solihull, West Midlands, JLR previously said.