JLR went through a massive main dealer restructuring in 2018 and 2019, consolidating the two brands along with the future intent on f being 100% electrified by 2025. Then a year later Jaguar’s sales in the US began plummeting and never fully recovered. And only just a few years later, they’re restructuring again. Can’t say this’s a good sign over all.

 

Some news on future plans: https://www.greencarreports.com/news...ar-electric-gt

 

Here is more light on this subject.......https://www.thetruthaboutcars.com/ca...rt-of-44500522

 

Well that seems to answer everything...

 

Yep the agency model (aka Tesla model?) appears well on its way. It will be interesting to see how it disrupts the used car market.

https://autovista24.autovistagroup.c...-agency-model/

 

UK dealerships to be reduced from more than 80 to less than 20!

Land Rover name killed off after 75 years as part of JLR’s dramatic plans – Car Dealer Magazine

 

Having read that, I start to think that senior management at JLR have lost their mind.
”House of Brands” sounds to me as a customer as “House of Betrayal”.
And yes, to be sure, I hold an MBA in Marketing & General Management (as valedictorian of my class) and directed one of the most successful new product launches of my industry - so I might have some idea about the imprtance of branding.
… but to be successful, this takes a little bit more than fashionable executive speak!

I am really concerned that Jaguar might be next that will have to go…

 

I thought the same, Land Rover’s the brand the world’s known for decades, executive rational for this, too many words (brand plus model), is colossally ignorant. And as for Jaguar, I reckon this’s their last attempt to survive, if the all electric direct sales model
fails, Jaguar’s done.

Perhaps another marque will come in a buy the Land Rover and Jaguar names and start fresh

 

[Perhaps another marque will come in a buy the Land Rover and Jaguar names and start fresh] This is percisely what I too am hoping for. Hopefully this will work out better than what happened to Saab with the many efforts to save the brand.

 

Is it just me that thinks that it is weird that they are scrapping the Land Rover name but keeping it in their initials?

 

They’ve been referred to as JLR for more than a decade, so that’s not new. Seems like that will now be the singular manufacturer name rather than Land Rover or Jaguar?

 

A further review of the history and current state of British automobile manufacturing shows a very complex situation for JLR.
It is reported that 80% of production is exported and that Brexit complicated relationships with european suppliers and vehicle sales.

Disputes with labor unions are reported to be difficult and costly.

Finally, China controls the batteries needed for transition to an all-electric line-up.

So, moving JLR production to India and a joint venture with China likely makes sense for Tata.

The British government has heavily invested over the years and would likely resist the off-shoring of JLR.

Jaguar closure: strategic rationale and implications on Ford | Ivory Research

Jaguar Land Rover Is Seeking the British Government's Help to Stay Afloat - autoevolution

The Rearview Mirror: Jaguar Becomes a Ford Subsidiary - The Detroit Bureau

If one was determined to move the brand to, say India and/or China, then bankruptcy might be a strategy to encourage the government to relent.

Ultimately, we have the all too familiar: "we have to KILL it (JLR) in order to SAVE it!".

 

Two thoughts:
- The most valuable asset Jaguar has is the name. I still notice with my Sportbrake that I get the "ooooohh, a Jaguar - fancy!" reactions when people see that Leaper logo (The car doesn't look like a Jag at first). It's my daily driver and "working" car, so those reactions always surprise me. (FYI it's performed surprisingly well as a working car.) To most people, Jaguar and Aston Martin just sort of sound like James Bond/British luxury. Lose that, and you lose a critical part of the brand.
- since i'm not a Land Rover type, I was always confused by the Land Rover/Range Rover thing. (Ads saying "Range Rover by Land Rover" didnt help.) Can I buy a Land Rover thats just a Land Rover? Is Land Rover both the make and model? I've always felt they needed clarity in this regard.

 

Well I just received notice from my dealer - one of the larger JLR dealers on the east coast. It was a fun ride while it lasted.

Dear XXXXX:
As you may know, Jaguar Land Rover is transforming every element of its business to build a sustainable modern luxury business model and to best serve the changing marketplace. Jaguar will undergo a complete reimagining to emerge as a pure electric luxury brand that is “truly a copy of nothing”. The new Jaguar lineup will focus on a smaller, more exclusive lineup that does not warrant the current number of Retailers authorized to sell new Jaguar vehicles. Therefore, in coordination with Jaguar Land Rover North America, Jaguar Land Rover Parsippany will transition to a new business model, as a Jaguar authorized Service Only and Approved Certified Pre-Owned business.

Commencing on 04/24/2023, Jaguar Land Rover Parsippany will begin operation as a Jaguar Authorized Service and Approved Certified Pre-owned sales Center.



Be assured that if you currently own a Jaguar and conduct service at Jaguar Land Rover Parsippany nothing needs to change. We will continue to offer best-in-class Service and Parts experience, performing all aspects of repairs including warranty work as an authorized Jaguar service center.

Furthermore, we will proudly continue to be a Jaguar Approved Certified Pre-owned sales center.



We very much value our relationship as your preferred retailer and look forward to continuing to support your ownership experience in every possible way.





Please contact us directly if you have any questions or concerns.



Thank You for your continued support,



Jaguar Land Rover Parsippany





Bill Gonyea

General Manager

973-575-8055

bgonyea@paulmiller.com

 

So, if I'm reading this right.... they'll look the same and keep their name and will do everything they currently do-- EXCEPT sell new Jaguars? That says a lot. Also seems like a step, and there will be more to come.

 

Certified pre-owned Jaguars may only last as long as there are outstanding lease returns because the owner trade-in's are going to Mercedes, Lexus, Genesis dealers, i.e. wherever they can buy another luxurious sport sedan or convertible sports car. And Jaguar hasn't shifted very many in the last two or three years to come back and certify. I'm afraid we're not going to see a whole row of Jaguars for sale along the street frontage anymore.

 

Has TATA actually DONE anything to save Jaguar?

 

It’s more about bad decisions made over the last 10 years with regards to what direction the brand was going, seems it’s changed a bit, multiple times, and that’s had a massive impact on where they are today. Rather than compete with the big 3 Germans for entry level market share, they should’ve gone upmarket years ago and they should’ve pursued the hyper car market. Land Rover’s survived, I think, because they’ve both ultra luxe high end SUVs such as the Range Rover in the same class as Bentley, and more affordable upmarket SUVs such as the Velar and Discovery.

 

I think the market for a GT/Sports isn't there for Jag. Too bad really.

 

Translation: suicide note.