Jaguar is a small but successful premium car maker. A problem the maker of premium cars has today is that the large executive end of the range is struggling. It is being decimated by the large SUV. It isn't happening in Asia but is everywhere else. You can see that in the reduction of XJ sales for the US in the chart below.
Jaguar was run by Ford until 2008 and they had been more interested in pushing volume rather than making money. New owner Tata has not followed that strategy and benefited accordingly.
The X-Type sales looked good but it was never profitable so wasn't replaced. Sales for its life in the US was just over 110,000 units.
S-Type was on the market slightly longer than the X-Type and was well received. 120,000 sales prove that so its retro look worked.
The XK succeeded the XJS in 1996, and the transition is seen at the beginning of the chart below. The end of the road for the XK is 2015, so nearly 70,000 will have found homes in the US of A when it retires.
The F-Type has done well as expected and the long living XJ just continues to sell in a land where big works well. Awd gave sales for the big cat a little spurt in 2013, for the snow belt in northern states. The XF likewise got some benefit with a 4wd variant and a new, larger XF late in 2015 will go down like a treat.
The X-Type will have a successor in 2015, with the XE. That will lift the sales of Jaguar by a goodly amount, but not to the 2002 level I would wager. Maybe when the F-Pace arrives it will get there then.
So Ford took Jaguar to record sales, but handled Jaguar badly in doing so. Tata is taking the sustainable route and making sure profits come with the sales.