Just read in auto news that the top brand for retention is Hyundai at 64%. The average for the 19 vehicles in the study was 43%. Jaguar ranked low at 31%.

Why is Jaguar rated so low on keeping customers coming back?

 

Comparing the retention rate of a Hyundai with Jaguar isn't exactly fair. Hyundais are cheap to buy/maintain and more economical. So, when you toss in this thing called "standards" it changes the ballgame completely.

They are a lot of variables that can affect the retention rate.

Whenever i talk to people about Jaguars, they say to stay away from them, they are not reliable blah blah blah.....Do i take their word for it? NO! As i always say, there is a good bunch and a bad bunch in every make and model. Just gotta find the right car....luck helps too.

Jaguar was also loosing customers becasue of the retro styling their product line had. But, that has changed since Jaguar reinvented itself and it may take some time to change the notion people had about Jaguars.

 

Hyundai have improved enormously over the last decade fom truly awful to acceptable.

Jaguar have improved from stylish but outdated and somewhat unreliable to first class cars over the same period.

Customers for Jaguar are likely to find a broad variety of acceptable cars as money is not the issue. Hyundais are bought by people looking for very cheap cars.

 

My guess is that this data is based on data from older car models and does not reflect data from owners from the newer XF, XJ and XK models. As we are beginning to get to the 3 year mark for the 2009 XF models and the usual lease end point, the data will start to show whether the newer models have better retention rates. I owned BMWs for 22 + years and came to Jaguars so it cannot be all bad!

 

Remember that Jaguar only has three cars in its range (albeit with different levels of spec). People are more likely to climb the Hyundai "ladder", or buy an SUV and a small sedan or sports coupe (i.e. own two at a time). I am unlikely to buy another Jag after my XFR. At this price point I will probably buy a different make because I will want something different. So you have to look at buyer motive as well. Very complex issues involved!

 

Dropping the X Type as a model range was an error for this reason. Lyons understood this which is why he always produced an entry level car until Leyland took over and messed up the marketing. Tata appears to get it as they have plans for two models to fit underneath the XF and XK respectively.

I started with a used X Type and sold it due to appalling quality issues. However I loved the Jaguar aspect of the car which lead me to trade up to the XF. Actually, I want an XF in an X Type size.

 

Well I traded in a 09 S/C to a 11 S/C recently, after firmly believing that I would be switching to another brand at the end of my lease. The car did have it's share of problems (rattling headliner, chk engine light etc) but the dealer took good care of me.

At this time I cannot imagine another car that can top Jaguar in terms of looks, performance and value. If they get more reliable over time I am sure more people will flock to the brand.

 

Some really good points made above.

Another one may be the historically high depreciation of Jaguars. It's a vicious circle. You buy one new near MSRP, take a huge bath in a couple of years, and don't want to do that again.

So the depreciation continues because of the perception. Perception become reality.