Jaguar is to cease manufacture of its XK Grand Tourer, ending an 18-year production run.
Sales of the current generation model have dropped steadily since its introduction in 2007, and are now less than 4,000 units per year globally.
The introduction of the smaller F-Type sports car has been cited as the causal factor in the model's decline, and the introduction of the F-Type Coupe, as well as other models such as the recently announced XE compact saloon, are set to steal even more sales.
In the last three months of 2012, the British marque sold around 1,000 XKs, though that number dropped substantially in 2013, with customers clamouring for the stunning new F-Type roadster, despite the cars being aimed at different customers and offered at different price points.
Autocar magazine reports that Jaguar hasn't ruled out bringing back the XK in the future, but that it is likely to be a substantially different model to the 2+2 coupe/convertible model currently offered.
Jaguar design director Ian Callum, told the weekly magazine that the company was "going through a lot of discussion" as to the XK's future, and that there was an opportunity to "allow the car to become a bit more special than a GT".
In the run up to the model's discontinuation, Jaguar has announced a revised XK model range, which boasts some significant price cuts.
The XK is now offered in just two trim levels: Signature and Dynamic R, with the former focusing more on opulence and the Dynamic R offering a more engaging driver experience. They are priced from £54,950 and £69,950 respectively.
The performance oriented XKR, XKR-S and XKRS-GT models will continue to be offered until the car's demise later this year.