Ok so I have not followed Jag over the years and this video brings me upto date in a quick way.
thank you for posting it.

 

Might as well start closing all of the Jaguar stores in the United States. I could care less that they will build overpriced electric commuter cars. Might as well build flashlights for all I care.

 

I more or less feel the same way. We lost our first XJ-L, a 2012, when some inattentive jackass ran into my wife, as she was stopped at a red light. At least at that point, we were able to replace it with a new one, a 2016. If that were to happen again (gasp!!), there's no replacement. I don't want an EV, and being retired, dropping $80+K on a new car, becomes less of a reality. But furthermore, with Land Rover as a premier SUV provider, and business partner of Jaguar, I don't see why Jaguar doesn't concentrate on cars..........

 

Consumer demand and a mix of global regulation, is the answer. You might be shocked how little folks want to buy these things, if you exclude enthusiasts like us.

 

But why? What are Audi, BMW, and Mercedes-Benz doing, that Jaguar isn't?

 

My speculation is that it's less of a market demand issue with JLR. Whatever the competitive analysis exists, in a bad year (2020) MB sold 27,102 E-class sedans. So, clearly they are appealing to the consumer in a way JLR is not with the top line sedan.

I don't know the precise reason, but I venture it's similar to the domestic automakers pulling out of passenger sedans. JLR continues to commonize vehicle chassis platforms so I read those signals like a red flag. I see their actions as more insulative than fully dependent on possibility to sell, though the low sales figures surely help.

 

I think one big deterrence to Jaguar's dream of growing a broader customer base with more affordable vehicles is that leadership didn't seem to address over-all expense of the whole ownership experience.
For example, the hourly rate of the mechanic at the Jaguar dealership in Orlando is over $200 an hour.
And the repair times they quote seem to be beyond realistic in most cases that I've seen.
I've replaced a few parts (recently valve cover gaskets, HPFPs) that I can't see why they would charge so much time (and money); they're really not that complicated for anyone with reasonable mechanical skill & aptitude.
In addition to that, they charge more than the MSRP for parts.

The price of a new car isn't all they need to consider to bring in the daily commuters.
Great cars, poor leadership.

 

Agreed. The part I don't see going away or addressed is this - thus Jaguar really only has the incentive to innovate to be better than their competitors (hard to do, when you award winning SUV the I-Pace only sold a hair under 10k units last year.). The dealers need markup to survive, so service time gouging probably won't go away either.

 

I think it's simply that Jaguar is fourth (or worse) in a 3-car race. In 2020, USA sales of the S-class (8,600) 7-Series (6,000) and A-8 (2,300) were all well above the 1118 XJs sold.
It's even worse in the XF battleground, where JLR must compete with not only the Germans, but also the Japanese and Koreans.
If JLR can stay afloat with SUVs for a couple of years, and management makes good on their promise of a "revolutionary" luxury sedan per the video, I think they have a chance. I don't think they can catch (let alone beat) the Merc EQS, but if they can duplicate the excitement of the intro X351, who knows?

 

I'll add that I don't think the Jaguar Marketing team does sales many favors. Nonsensical model naming (e.g. I-Pace for the electric offering, but an E-Pace non-electric vehicle), confusing trim designations (R vs. R-Sport, Sport, HSE (from Land Rover)...), and practically non-existent advertising.

 

Yes I thought they really cheapened the entire concept of the "R" models. They were always Jaguar top performance cars and now they attach a R or S anywhere for any reason. Just very confusing. You don't see AMG or M on any low line BMW or MB although MB does offer some AMG stuff on the lower models as options too be fair. Those are their premium models and they do try to keep them that way.
.
.
.

 

Well said

 

I totally agree