Jaguar Is Concerned That They Are Becoming Too Popular - Should They Be?

f they want to remain "exclusive" then they need to find a way to sell more of the vehicles in the higher price ranges of luxury cars. Selling a bunch of small sedans and SUVs may be very profitable but it removes the exclusivity of the brand, and soon they will have to play the subsidized lease game along with MB, BMW, Audi and the rest to keep the bottom end of the lineup moving.

LOL! May being "too popular" be the worst of your problems :-)

Actually - the problem with selling larger than projected amounts of cars - is that quality tends to suffer. AND since it was quality that cost Jaguar in the first place - now that their cars are better - controlled increases are preferable.

In my frequent travels b/t Pittsburgh, Cleveland, Indianapolis, Chicago I still don't see too many of them - in comparison to M-B, BMW, Lexus, Audi. The brand is as "exclusive" in that they have ultra-luxury models that compete with Bentley & Rolls Royce. However, I do see a ton of LR RR Autobiography editions on the daily. But I can definitely tell you that F-Paces are very rare to see overall. Unless you live near a Jaguar dealership.

*...The brand ISN'T as exclusive...

They don't sell enough in the USA to be considered "too popular". If anything the OPPOSITE is true.

"relatively speaking"... Glad to see a resurgence in the brand and wish them luck. But this article is a bit pointless. As a very low volume brand they have such a long way to go vs MB and BMW it isn't really a concern. In my small area of 850 homes, all other luxury brands are represented from Audi to Tesla, but not Jaguar.

I have owned several Jags XJ & XJR's and one of the biggest things that attracted me to the brand was the exclusivity and Jaguar styling. Sexy and classy lines without being too over the top and I just loved the way the cars drove. In south Florida where every second car is a Merc, Bimmer or Porsche, Jags were not the norm and hence a refreshing change. It also helped attract lots of laddies. -Happy times!

This same exclusivity also makes them pretty much sale-proof & depreciate fast. My last car (british racing green on tan) took over 1 year to sell and only via Ebay could I unload it to a buyer from Tucson whom bid it $2K over my reserve. I miss that car and still wish I had kept her.

I'm glad you and the boys had happy times. Having been a "laddie", I would say that a Mercedes attracted me.

It was a Jaguar 12 cylinder engine that hooked me on them. There is still something about the smoothness of a well built 12 cylinder that no lesser engine can come close too - even if it has more power. That is the reason why I am still keeping my S600. Alas Jaguar does not have one any longer - and the XKE that I had is long gone too. However - I would still place that car above anything that TVR made back then.

@TomM When it's running, a V12 Jaguar is quite nice.

Your jabs about TVR are just stupidly pointless if you think you're somehow using them to "stick frog" me.

TVRs are low-quality shit that you have loads of fun with when they're running and there's no pedigree to be maintained which is why I find them glorious in their ignominy.

Jaguar on the other hand pretends to have a glorious pedigree, but because even the modern ones have horrible reliability, they are ignominious, low-quality shit.

At least we know what a TVR is because they've never been "dishonest". TVR owners expect to sort them out.

Jaguar had three moments of supposed glory among their street cars the XK120/140/150, the E Type (but they cocked it over pretty bad), and the first XJ, but reliability was so-so for the sixties, got far worse from the seventies through the nineties, and in the past (nearly) two decades they still trail Mercedes horribly for build quality, reliability, and durability.