Jaguar (vehicles) has transitioned into a fragrance company

winjer said:
I have seen many car brands go bust, but never for a reason as stupid as this one.
I don't know if Jaguar can recover from this disaster.
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I can't stop laughing about this. Someone's bright idea was to take a brand whose image is "wealthy, sophisticated, masculine men", and rework it to appeal to queer androgynous hipsters.

Is there a single person alive who's actually excited for this? It's like the Concord of automobiles.
 
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fwiw Waymo, the self driving cars, are all jaguars here

If they grows across the USA and the whole fleet is jaguars, you'd think that's some ez money for jaguar
 
jason10mm said:
It's almost like the company was torpedoed from within to make them easy to acquire, perhaps by the Chinese?

Then they go back to a classically styled car and BAM they are back in business.

They really just needed to partner with Toyota to get better reliability but keep their aesthetics.
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Jaguar is already owned by Indian mega company Tata since 2008.
 
DonkeyPunchJr said:
I can't stop laughing about this. Someone's bright idea was to take a brand whose image is "wealthy, sophisticated, masculine men", and rework it to appeal to queer androgynous hipsters.
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Warspite said:
You forgot penniless.
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I remember about 15 years ago when I was with my agent shopping around for investment condos to buy downtown. I only buy off the floorplan, so I can choose the unit, upgrades and parking spot included or not.

I said to him how about I save some money and go with no parking spot. At the time, a parking spot in the new build was $35,000 (I think). I save some money, flip it for a more enticing lower price and all the downtowners who bike and subway everywhere wouldnt care anyway because they probably dont even have a car. I even said to him something like the artsy fartsy downtown biker.

My agent said always buy a parking spot. The stereotypical guy I was thinking about doesnt exist much when buying nice new condos. They are broke and dont have the money. So always buy a parking spot and it'll attract more buyers. If they got money for a new condo, they got money for a car too especially if it's a couple buying where they can live sharing one vehicle. At worst, they truly dont have a car, but they'll just rent out the spot making $200/mth.
 
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AJUMP23 said:
Saw the headline today and thought of this thread. What a dumb move.
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I already posted a page ago, but since no one read it, I'll post it again:

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https://www.autoblog.com/news/jaguar-europe-sales-decline

Before Things Get Better, They Must Get Worse

This is the general state of mind at Jaguar as it embarks on a path to release a fully electric lineup of vehicles, while also pushing deeper into the ultra-luxury segment. Jaguar has elected not to gently transition into an all-EV lineup. Instead, the vast majority of Jag's gas-fed models have been discontinued, including the XF sedan (which ceased production midway through 2024). At around the same time, the XE sedan and F-Type sports car were discontinued. Without cars to sell, it figures that sales will fall off a cliff.

Adrian Mardell, Jaguar CEO, previously stated that the brand's range of current models resulted in "close to zero profitability," according to Automotive News. This explains why culling nearly the whole lineup wasn't as drastic as it seems.

By accepting this dramatic decline in sales, Jaguar can fully focus on its next chapter, and what a chapter it looks to be.

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In other words: Jaguar has discontinued sales of the old models in preparation of the launch of their electric car line-up..That's why sales have cratered. There's nothing to sell at the moment.

The real test for the company is when their much more expensive electric cars are launched. If that new line-up flops, then the company is toast.
 
They have been a fake brand for a while. No one has been buying their cars for a few years. This is just the Indian brand owners trying to make a buck from the name. Has nothing to do with British car heritage.
 
kruis said:

Before Things Get Better, They Must Get Worse

This is the general state of mind at Jaguar as it embarks on a path to release a fully electric lineup of vehicles, while also pushing deeper into the ultra-luxury segment. Jaguar has elected not to gently transition into an all-EV lineup. Instead, the vast majority of Jag's gas-fed models have been discontinued, including the XF sedan (which ceased production midway through 2024). At around the same time, the XE sedan and F-Type sports car were discontinued. Without cars to sell, it figures that sales will fall off a cliff.

Adrian Mardell, Jaguar CEO, previously stated that the brand's range of current models resulted in "close to zero profitability," according to Automotive News. This explains why culling nearly the whole lineup wasn't as drastic as it seems.

By accepting this dramatic decline in sales, Jaguar can fully focus on its next chapter, and what a chapter it looks to be.
Click to expand...

Yeah they're 100% done for. Targeting ultra luxury instead of upper middle class is pretty much a guaranteed death knell regardless of how any Concord themed all electric rebrands would have played out--which based on Porsche's recent catastrophic back peddle on EV--was headed to be an epic bomba in its own right.
 
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