Is this the end for Jaguar?

[VeguerosMAN]

What happened to Jaguar?  Who is to blame for this tragedy.... 

 

[El Presidente]

Their marketing decision was an own goal.

However, more of an issue is that all new models for 2025 were to be Electric. 

Would it be fair to say 97% of performance car buyers DO NOT WANT electric. 

They pulled back on electric releases and then had no new models to sell. 

Alfa Romeo are in the same boat but at least there, Stellantis can offload the brand with Maseratti to Ferrari. 

Jaguar?......could end up a Chinese owned brand. 

 

[El Presidente]

3 hours ago, El Presidente said:

Their marketing decision was an own goal.

Having said that, the own goal of 2024-2025 was Tesla / Musk. Jaguar came in 2nd 

[VeguerosMAN]

3 hours ago, El Presidente said:

Their marketing decision was an own goal.

However, more of an issue is that all new models for 2025 were to be Electric. 

Would it be fair to say 97% of performance car buyers DO NOT WANT electric. 

They pulled back on electric releases and then had no new models to sell. 

Alfa Romeo are in the same boat but at least there, Stellantis can offload the brand with Maseratti to Ferrari. 

Jaguar?......could end up a Chinese owned brand. 

 

Jaguar going Electric doesn't sound right.  Hopefully they are still making Evs for Waymo though.

[chasy]

VeguerosMAN is back!

[BrightonCorgi]

Jaguar sales have plummeted due to not having any cars for sale. F-Pace SUV is about it and that's a bit long in the tooth. Wasn't so exciting when it came out either. F-Type was for sale, but that's a specialty car. 

Jaguar included service in their warranty, but oil changes under that warranty were every 10k miles. If you leased the car, guess how many times you changed the oil? Jaguar thought a down-market strategy with XE and low spec XF's was a great idea. Brought the marque down. Now they have a brilliance to think going way up market to compete against Bentley with EV's is the ticket. Who is buying a Jaguar at Bentley money?  We've owned Jags for 40 years and I am taking a Bentley!

Jaguar abandoned the market and consumers who were dear to them as a bunch of millennials thought that image was too "pipe and slippers". Just like Bud Light abandoned its consumers and wondered why there are no sales and plenty of resentment.

Lotus recently put the brakes on going on EV only and I suspect it'll be a semi-short amount of time before Jaguar does the same. Tata off loaded Jaguar, but it's not so clear what the new arrangement is.

[chasy]

I recall that the guy who led the creative behind that crazy Jaguar commercial had a background elsewhere that made it all make sense… I’ll look to see if I can find it.

[VeguerosMAN]

58 minutes ago, BrightonCorgi said:

Jaguar sales have plummeted due to not having any cars for sale. F-Pace SUV is about it and that's a bit long in the tooth. Wasn't so exciting when it came out either. F-Type was for sale, but that's a specialty car. 

Jaguar included service in their warranty, but oil changes under that warranty were every 10k miles. If you leased the car, guess how many times you changed the oil? Jaguar thought a down-market strategy with XE and low spec XF's was a great idea. Brought the marque down. Now they have a brilliance to think going way up market to compete against Bentley with EV's is the ticket. Who is buying a Jaguar at Bentley money?  We've owned Jags for 40 years and I am taking a Bentley!

Jaguar abandoned the market and consumers who were dear to them as a bunch of millennials thought that image was too "pipe and slippers". Just like Bud Light abandoned its consumers and wondered why there are no sales and plenty of resentment.

Lotus recently put the brakes on going on EV only and I suspect it'll be a semi-short amount of time before Jaguar does the same. Tata off loaded Jaguar, but it's not so clear what the new arrangement is.

Who could forget this logo?

[El Presidente]

58 minutes ago, BrightonCorgi said:

Lotus recently put the brakes on going on EV only and I suspect it'll be a semi-short amount of time before Jaguar does the same. 

Problem is that they all need to meet new EU emmissions spec...which in turn is going to send them all to the wall because the public is nowhere near onboard the EV wagon in the numbers required. This is no longer free market economics. Investing billions, car companies are forced by government to design and deliver vehicles not wanted by the market. Madness. 

I am looking forward to the the first Porsche/Mercedes lawsuit against the German/EU Government elite, and the resultant reckoning with the voting public. 

[BrightonCorgi]

9 hours ago, El Presidente said:

Problem is that they all need to meet new EU emmissions spec...which in turn is going to send them all to the wall because the public is nowhere near onboard the EV wagon in the numbers required. This is no longer free market economics. Investing billions, car companies are forced by government to design and deliver vehicles not wanted by the market. Madness. 

I am looking forward to the the first Porsche/Mercedes lawsuit against the German/EU Government elite, and the resultant reckoning with the voting public. 

Companies buy EV credits to offset it. Usually from Tesla. That is what Aston Martin does. They canned their planned Lagonda EV line up.

[VeguerosMAN]

8 hours ago, BrightonCorgi said:

Companies buy EV credits to offset it. Usually from Tesla. That is what Aston Martin does. They canned their planned Lagonda EV line up.

Why would anyone buy Aston Martin Evs in the first place? Or Ferrari EVs, or any other super luxury cars for that matter as an EV option? EVs have their own place in the market, but I don't think they will ever be in the super luxury category. Luxury brands will fail miserably when they price their battery cars as high as their traditional gas models. I just can't imagine driving a battery powered Rolls Royce and feel like "money".  

[El Hoze]

7 hours ago, VeguerosMAN said:

Why would anyone buy Aston Martin Evs in the first place? Or Ferrari EVs, or any other super luxury cars for that matter as an EV option? EVs have their own place in the market, but I don't think they will ever be in the super luxury category. Luxury brands will fail miserably when they price their battery cars as high as their traditional gas models. I just can't imagine driving a battery powered Rolls Royce and feel like "money".   

I agree 100%, I talk about this all the time. My wife and I both have Rivians as daily drivers but I also have a few gas guzzlers in the garage that will no doubt ensure my place in hell. The Rivians are really fun to drive, but I look at them as completely different animals vs something like a Ferrari or an Aston. Like comparing a Garmin watch to a Patek. Maybe a Bentley I could see with a battery? Like the diamond studded Cartier with quartz? But for me Aston and Ferrari I just can’t get my head around an EV version even though I am sure they would be fun to drive. 

[yuppie]

I sure hope so!

[rcarlson]

What? Forced choice doesn't work when there's a choice. . . or not. Who'd have thunk it? Jaguar committed hara-kiri. It placed it all on a misperceived zeitgeist demand, and it lost. Should serve as warning. But it probably won't.  

[Montezüma]

5 hours ago, BrightonCorgi said:

Tata off loaded Jaguar, but it's not so clear what the new arrangement is.

Jaguar is no longer Tata?

[LordAnubis]

I can’t see anything on Tata not owning Jaguar anymore. Having recently seen the new cars Tata is bringing out, man they are doing really well. I wouldn’t be surprised if Tata doesn’t care about the Jaguar brand, they got what they want out of the brand, and moved the design and tech into the Indian market and it’s taken off. One thing for sure for me, at least in Chennai, there is a huuuuuge boom in rising economic status. The amount of young people lining up on a Thursday night at 22:00 to buy 6 dollar ice cream is insane.

[LaoFan]

6 hours ago, El Hoze said:

I agree 100%, I talk about this all the time. My wife and I both have Rivians as daily drivers but I also have a few gas guzzlers in the garage that will no doubt ensure my place in hell. The Rivians are really fun to drive, but I look at them as completely different animals vs something like a Ferrari or an Aston. Like comparing a Garmin watch to a Patek. Maybe a Bentley I could see with a battery? Like the diamond studded Cartier with quartz? But for me Aston and Ferrari I just can’t get my head around an EV version even though I am sure they would be fun to drive.  

LMAO on the gas guzzlers sending you to hell.

7 hours ago, VeguerosMAN said:

Why would anyone buy Aston Martin Evs in the first place? Or Ferrari EVs, or any other super luxury cars for that matter as an EV option? EVs have their own place in the market, but I don't think they will ever be in the super luxury category. Luxury brands will fail miserably when they price their battery cars as high as their traditional gas models. I just can't imagine driving a battery powered Rolls Royce and feel like "money".    

I think the key is not now. And not for the foreseeable future. But someone will figure it out. I'd bet a box of Siglo VI's it comes out of China (10 years down the road).

I'd buy and drive this all day if it was real...

https://www.businessinsider.com/hyundai-electric-car-concept-grandeur-1986-ev-2021-11

[Gubbins]

On 7/4/2025 at 4:33 AM, El Presidente said:

Having said that, the own goal of 2024-2025 was Tesla / Musk. Jaguar came in 2nd 

I’m seeing Tesla as a buying opportunity right now, or at least in the horizon. It’s down 200 points from the highs, and this is post consumer meltdown and spraying swastikas on them / burning them. Trumps big beautiful bill has also slashed subsidies for EV’s and the price hasn’t budged much as a result. 

With all this baked in, I reckon there is potential for a run in coming year(s).

[El Presidente]

11 hours ago, Gubbins said:

With all this baked in, I reckon there is potential for a run in coming year(s).

...The tricky part is determining in which direction. 

[chasy]

I’ve been watching as well. If they can pull off the autonomous taxis…

[zaca]

I’ve owned two Jaguars in my life. I’m a millennial, and I knew this move was going to backfire on them big time.

How dumb is their leadership to actually think this was a good idea to go along with this crap? To me and most others I talked to, this was the only possible outcome. Amazing that they saw it entirely different.