I've loved Jaguars designed by Sir William Lyons. But since Ford and Tata Motors I've been waiting to get excited.
Most of Jaguars current line up is old hat and annual sales figures reflect that.
Jaguar said everything is going to be electric by 2025 so the line up will be a decade old?
Sales last year dropped 17% and in 2021 they only sold 17,000 vehicles. The best year they ever had was about 6 years ago when they sold over 60,000 cars since then sales have fallen.
Back in the 1980's they had to sell 20,000 cars just to stay in business. 30,000 to turn a profit.
OK they are going to be really big in EV's in 2025? Um, a little late? It better be another XKE
Their I Pace EV isn't even made in England it's made in Austria !!!!!!!! 6 years old and reflects it. It's about as slow charging as the Chevy Bolt. ( in other words the slowest) but it's priced, •••••• Well, in nose bleed territory.
There's an article on The Intercooler about the case for keeping Jaguar going vs letting it die. The Jaguar brand hasn't been profitable in over 30 years, while Land Rover is raking in money. Their argument was to make something truly exciting and price it somewhere in the stratosphere, so that the world's elite would want to buy it and bring some cachet back to the brand.
I think they need to do something to really stand out from the German brands, if you're not going to try and beat them directly on various performance or luxury metrics, just do something truly distinctive and different for the people who are bored with the German stuff. It wouldn't be hard to build a car with a better looking nose than anything BMW is doing right now.. Also it would be cool if Jaguar was the last OEM to offer a V12 of some sort before everything goes EV. People would be excited about that and it would probably sell well for a few years.
I was looking at Jaguar XK's last year and into this year before I ordered the BRZ.
Then I came to my senses. Spending $50k on an out of warranty Jaguar seemed like a REALLY poor idea.
I have a friend who bought a 2022 F type last summer. It is currently for sale, most likely because he could not really afford it. I cannot imagine the hit he is about to take.
dannyp84 said:
There's an article on The Intercooler about the case for keeping Jaguar going vs letting it die. The Jaguar brand hasn't been profitable in over 30 years, while Land Rover is raking in money. Their argument was to make something truly exciting and price it somewhere in the stratosphere, so that the world's elite would want to buy it and bring some cachet back to the brand.
I think they need to do something to really stand out from the German brands, if you're not going to try and beat them directly on various performance or luxury metrics, just do something truly distinctive and different for the people who are bored with the German stuff. It wouldn't be hard to build a car with a better looking nose than anything BMW is doing right now.. Also it would be cool if Jaguar was the last OEM to offer a V12 of some sort before everything goes EV. People would be excited about that and it would probably sell well for a few years.
I absolutely agree with you. One of those EV's of 2025 is going to have to be an XKE degree of desirability.
Go 150 mph with 1000 mile range and the ability to charge completely in 10 minutes. Plus sell for a modest price while giving the Jaguar factory great profit.
Oh! And be the most beautiful car ever made
In reply to bearmtnmartin (Forum Supporter) :
That fantastic rate of depreciation is why a cheapskate like me loves them. Except I'm not sure they are as well built mechanically as in the past.
bearmtnmartin (Forum Supporter) said:
I have a friend who bought a 2022 F type last summer. It is currently for sale, most likely because he could not really afford it. I cannot imagine the hit he is about to take.
I think it's because they didn't race the F type that Jaguar is in such trouble.
LeMans is what made Jaguars worth so much. That and they are beautiful.
The F type? Hard to get excited about gimmicks and without a race history?
Ford Paid the premium they did for a marginally profitable company because they wanted to learn how to sell cars for the Price Jaguar got for them. Then they failed to listen. In the end they wound up losing a massive fortune. I don't believe Tata motors understands either. It's not the steak that sells at such a premium. It's the sizzle.
