Jaguar has experienced several ups and downs in its long history as a luxury brand. However, in recent years, the company has seen a significant decline in sales, dropping over 65% since reaching a peak in 2018. Now, imagine that you have been appointed as the new CEO of Jaguar. How would you tackle this problem and save what may be an endangered species?
There are a number of factors that have led Jaguar to where it stands today. Perhaps none are more impactful than its position relative to other brands. Its sister company, Land Rover, covers a very similar segment of the market and the models that Land Rover can’t compete with, such as sedans and sports cars, are vehicles that people want less and less of lately.
Jaguar still sells the F-Type but that car arrived over a decade ago and it won’t be with us for much longer as it will soon be retired. It was stunning and impressive back then. Today, it’s still fairly attractive but it’s certainly not putting pressure on any of its rivals to be a better driver’s car. Keep in mind too that the sedans we mentioned are both at least eight years old. That age issue could be part of the problem for the whole lineup really.
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The F-Pace is almost eight years old. The E-Pace and I-Pace are both a bit over five years old. That’s the entire lineup meaning that Jaguar hasn’t introduced a new car in half of a decade. That works fine for some companies but it’s not doing much good for Jaguar.
Notably, it’s committed to switching over to an all-electric lineup by 2025 but there are some huge questions that come along with that promise. First, what else is it going to build? Of the six cats in its lineup only the I-Pace fits that bill. Second, bringing an entire lineup of EVs online in what is less than two full years from now is a huge undertaking.
Will it prove successful? That’s as big a question as any but here’s the one we want you to answer. How would you handle the job of CEO at Jaguar? Would you stick with the all-EV route or try something different in hopes of reviving this cat on life support?
