Jaguar Land Rover To Increase Reliance On US As Sales Vaporize In China And UK

Another company seduced by the allure of the Oriental Temptress. Ignore the obvious, it’s 1.3 billion people, 1.3 billion people, 1.3 billion people.

At 123k units sold in 2018 they are about 1/2 way to where they need to be. Porsche is at $246k units sold in 2018. They need more volume to be a middle-ish maker of luxury cars.

Companies thinking "if I only get 5% of the market I will succeed" usually fail.

Then they need to build the Bertone B99 sized like an XJ and priced like an XF to have a chance. Jaguar retreated upmarket as their brilliant strategy and doing so is usually a recipe for disaster. They should have gone down market to buy sales. The XF should have XE pricing and the XJ priced like an XF.

Agree with Matt. One used to be able to buy a distinctive, very attractive, competent luxury car from Jaguar for a relatively modest price. So what if it didn't have all the bells and whistles in a German car? You weren't paying for that so a Jaguar seemed a value proposition.

Now Jaguar offers you a fairly conventional looking, competent luxury car priced like an S-Class. You still don't get the bells and whistles, and not a whiff of British-ness, so you might as well buy the S-Class. Sometimes consumers buy the sticker, but sometimes they buy the car. Consumers of luxury cars are not buying Jaguar's sticker. Jaguar bet wrong, and it needs to reposition its offerings.

And hire a new chief designer.

Build the Bertone B99. Size it like an XJ. Price it like an XF with a V8 standard.

Jag's 'all-electric' strategy is a terrible idea.

Price cuts are the way to go. Jag should follow pricing of near-luxury cars like Lexus or Acura - XJ for price of an XE; XE the price of the XF, XF the price of a ???

They are all selling at $5,000+ off sticker anyway, just make it "official".

Sedans should be 'de-contented' and SUVS should be better equipped and maybe a bit more posh.

Sorry got my letters mixed up!

...XJ for price of an XF; XF the price of the XE, XE the price of a ???

While Jag is at it, lowering the prices, they should re-name most of the line up.

Why the F**k wouldn't the just do XJ, XE, and XC - everyone would understand that.

Instead of the I-Pace; E-Pace, and F-Pace - the electric one should have been the "E-Pace"; the medium sized one should have been the J-Pace; and the small one should have been the C-Pace. Why the F**K is "Pace" their name for an SUV anyway?

Then Jag could have 'borrowed' the platform for the Range Rover Sport and did a $100,000 XK-Pace SUV

No wonder Jag has lost traction; its kind of a mess overall.

Kill the XE.

Jag has to slash prices to buy market share.

Hell, just kill Jaguar. It's a pointless company with a moron for a head designer.