|Is it just me, or is there something very special|
about Jaguar cars that touch an emotive nerve?
I wrote an article on Jaguar and before posting it, I scrapped it. The reason is I don't know for certain what is going on. JLR hasn't been too clear on what they are doing. The axeing of the new XJ shortly before its release and a sudden, dramatic downturn of Jaguar sales raises questions. Is the lack of clarity a case of keeping their cards close to their chest or is it just poor public relations?
Either way, many such as myself have been left wondering what's going on and what is the marque's future likely to be? Sales may have nosedived for Jaguar but not for Land Rover so why the difference? Tthere must be a reason but it's impossible for me to pinpoint. I'll therefore avoid speculating and accept all will become clear in due course.
Jaguar global sales for January to March in 2021 were slightly less than half compared to the same period in 2020. Ignoring the discontinued XJ, the poorest performing model was the E-Pace. The best was the F-Type. In the same timeframe, China overtook the UK to be the largest market by some distance.
In these unusual times, things will swing like a pendulum. Whereas manufacturers could once plan well ahead with some assurance, numerous issues confronting them now make planning even a couple of years forward fraught with uncertainty.