Until I saw this post, I hadn't heard the rumor that Tata was thinking about selling JLR to PSA. I don't like the sound of that all all, but apparently it's not going to happen. That said, this video doesn't exactly make things sound rosy...

 

Given the stellar reviews its electric machines are getting, I think the future is brighter than a lot of analysts might think...

 

I agree.

 

JLR ditched their traditional demographic with recent models to appeal to new, younger buyers in the Far East. Unfortunately they failed to consider the consequences of concentrating on a fickle market sector with no brand loyalty.

Rumours of a sale to PSA emerged a few weeks ago but they announced this week that future production of Vauxhall cars at their plant on Merseyside is in doubt. Unlikely that PSA will make the bold step of buying JLR when the entire UK motor industry is at huge risk through Brexit.

Tata reaped the benefit of the enormous sums Ford pumped into Jaguar. Now that advantage has been eroded, Tata will be a lot keener to sell than anyone will be to buy. However, if they are prepared to take a hit, we could see it change hands.

Graham

 

Another JLR Doomsday article from Jalopnik:
https://jalopnik.com/jaguar-knows-it...out-1836999054

IMO Jaguar would do well to make a 4-door hatchback like the Audi A5 Sportback, in order to compete with the CUV/crossover fad. I would totally see myself driving a XF hatchback (not the longer wagon) everyday.
Please make the new electric XJ a hatchback!

 

I had no idea things are so dire for Jaguar until I read this --

What’s Hot and What’s Not in the 2020 Jaguar Lineup

"The luxury British automaker has never been a major player on the U.S. market, but they’ve still managed to double their efforts in recent years which has resulted in a sales increase of more than 100 percent in 2016. In 2017, the company’s U.S. sales amounted to 39,594 units or a 0.23 percent market share. This is actually their best year in the U.S. since 2004 when the sales plummet initially caught on. However, their 2018 U.S. totals amount to only 30,483 units which is a considerable 25 percent drop compared to already mentioned 2017 totals...

Well, it would seem that the British royalty badge never quite got rid of its reputation for being maintenance-sensitive and rather unreliable. Automakers in the same predicament like Alfa Romeo and Cadillac will attest to that. Another seemingly insurmountable challenge rises from the shift in customer preferences. Most of JLR’s crossovers and SUVs are actually Land Rovers, with only the newcomer I-Pace, E-Pace, and F-Pace providing the required body style to prospective Jaguar owners. It doesn’t come as a surprise then, that the F-Pace accounts to around 50 percent of total Jaguar sales in the U.S., with sedans struggling to keep their head above water. Add to this the incoming Brexit deal and already imposed Trump administration tariffs and it’s easy to see that the future looks gloomy at best for the once-proud car maker."