Yeah, a lot of folks still believe Jaguar reflects British Prestige and Heritage. They don't realize that that wasn't enough to pay their bills and so Tata bought them.
Jaguar will not survive at this rste.
Well…to be fair, most of England is brown-skinned street shitters now anyway. It still reflects Britain …the new one.
Sadly. Jag has seen a fairly significant resurgence since TATA bought them. The last ford years were almost the death of the brand back then. Not that it brings them any numbers, but it is a "heritage" platform they own that most have no clue about the actual ownership. So it will probably still sell cars for a while.
Not that I want to wish the streetshitters any success. But damn. They are actually making a better car than ford did. It is still garbage but its better than the ford product.
I haven't been around their later models, just some of the older stuff. Love the classic designs but wish british engineering didn't leak fluids so often.
I will admit the newer stuff is pretty nice. It's still plastics and shit like every other modern car, but that damn F-type cooks and handles well, The interior on the luxury sedan is damn nice. Its just way too pricey for a car that other cars outperform in areas that are more important. Think reliability, overall cost to own (maintenance and repair). Add in the severe depreciation that these undergo, and you've got hot garbage. The '23 had a price range of $73,400 - $108,500 (edmunds.com), I can grab a copy of the highest priced model for 66K (carfax.com) right now, on a 2 year old car with only 2K miles... thats 40% off.
Counter example... The newer GR supra (really a Toyota styled BMW) 2020 new sale price $51K - $57K (caranddriver.com) brand new. Today, the 50K bottom end car is still $38K (carfax.com) for a one owner reasonably cared for example. (i can find them trashed for 17K).... Which points out future parts avail. That Jag, good luck in 15 years. That BMW/Yota I'll have parts for 40...
The newer stuff has seemingly found its way back to British levels of reliability. While the Ford jag garbage just died or fell apart. The TATA garbage is overpriced for the poor reliability and super expensive parts.
They are more attempting to market it back at the level "Jaguar" was when they were a pinnacle of luxury or performance. They haven't been that since the 80s v12 days.
I think if they started sticking their nose into racing a bit more in the touring or other car circuit. They could recover, in spite of ugly concepts... They do field a Formula E team, but that isn't gaining the popularity that it needs (Not Jag, the series) so it isn't very relevant and its still, a formula style car. Put something that looks pretty close to the car people can buy on the track, and people will buy more of it. Its a proven formula that works nearly every time it has been used in history.