Just thought I'd share this possibly polarizing video, as it's very interesting, if nothing else. I'm sure there's a lot of speculation regarding Jaguar's admitted failure to capture more customers, but I really hope they get it right, soon. Thoughts and opinions on how they've "gone wrong" over the recent years?

 

When your quality rankings are right up there with Jeep....that kind of says it all....

 

After 3 Jaguars I doubt that I will own another one. Fully electric SUVs do not interest me at all
But I do object to how they dis the FORD Jaguars. FORD saved Jaguar and the S-Type/XF and FTypes are beautiful cars. Very distinct from Mers, BMWs, and Audis.
FORD's deep pockets and product development practices produces wonderful cars that corrected all the former owners inability to create both a beautiful car, and one that didn't break.
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Jaguar: Grace, Pace, and Space - Sir William Lyons
Current: '15 XF (X250) Portfolio AWD 3.0 (it's aubergine)
Past B: '08 S-Type 4.2 "Satin Edition" (250.06 whp / 259.67 torque)
Past A: '05 X-Type 3.0/AWD Jaguar Racing Green

 

In my opinion, for whatever that's worth, Jaguar need just two models. A high end luxury saloon or SUV-type vehicle, and a supercar to create the halo effect. I always felt the X400, X250/X260 and the X760 to be bland, uninspiring designs that to my eye, looked very Honda-esque and pedestrian. Not distinctive as a Jaguar should be.

I've personally owned over twenty Jaguars over the years and found them to be well made and reliable, unlike some of the 'German Engineered' vehicles I've also owned.

Unfortunately, Jaguar also didn't get the marketing right to change public perceptions. There are still people who think of Jaguar in terms of the British-Leyland days. I've heard people joke about Jaguar and electrical not going well together. Until these ghosts of Lucas and British-Leyland are finally separated from the perception of Jaguar, I'm not sure 'reboot number four' is going to be any more successful than the previous attempts.

 

the brand hasn’t been interested in making quality cars for almost 15 years.

JLR knows they can peddle as many land rovers as they can build and their customer base will eat that garbage up.

 

its funny the most common JAGUAR in Connecticut is the X-TYPE ,mine is running strong with 225,000 miles ,the only repair i had was a frozen caliper

 

This right here ^^^

This take is very US-centric, but for the US, wholly accurate. The amount of people I come across who still think of an unreliable 1970s XJS when I say "Jaguar" is striking, and the whole "Why do the British like warm beer? Because Lucas make refrigerators too" thinking is still abound. It's all about marketing and public perceptions. People still talk and think about "German Car Reliability" whereas anyone who's owned a BMW or Mercedes throughout the 2000-2010s would know it's largely a myth and even the Pacific Rimmers can churn out cheap cars that can be considered "reliable" by any objective measure.

Until Jaguar correct the US public perception around reliability, I can't see their fortunes changing here.

 

I agree. If I ran JLR I would cut the Jaguar model lineup to two cars: a sports car (F-Type) and a luxury car (XJ/XF combo). I would cut the Land Rover lineup to two vehicles: a "real" Defender and a Range Rover. I would invest the money saved into a MAJOR quality improvement effort and go on a spending spree buying used Jaguars and Land Rovers at high prices in order to improve the resale value (not needed for the old Defenders).