Jaguar Set to Launch Another Turnaround PlanThe problem with Jaguar is that it is trying to pivot to SUV while in the same house of Land Rover and the Range Rover sub-brand.
Pretend Buick-Pontiac-GMC was still a thing and GM said it will pivot Pontiac to a SUV brand when both Buick and GMC as well as the Denali sub-brand are all already SUV brands. That's basically what is happening with Jaguar.
The problem of changing Jaguar to an upscale SUV brand is of course that you already have Range Rover and it is much easier to move that upscale... it won't require convincing people since it is already an upscale SUV brand.
In my opinion, the only way forward for Jaguar is to become a sporty SUV brand. Think about what brand attributes Land Rover and Range Rover stands for... If you draw a Venn diagram of Land Rover, Range Rover, and Jaguar, the center overlap should be "SUV" and only that. Land Rover should occupy the rugged SUV corner. Range Rover should occupy the luxury corner. That leaves Jaguar to cover the sporty corner. Forget sedans obviously... that is never going to work for Jaguar against the German brands.
A line up consist of only SUVs and a single sports car (F-Type) should work pretty well for Jaguar. Tata just need to make sure Jaguar's version of the SUV is the sporties with best handling out of the trio.
Size | Land Rover "Rugged" | Range Rover "Luxury" | Jaguar "Sport"
Compact | Discovery Sport | RR Evoque | E-Pace
Midsize | Defender | RR Velar | F-Pace
Large | Discovery | RR Sport | J-Pace
Flagship | n/a | Range Rover | n/a
Sports car | n/a | n/a | F-TypeMon, 05 Jul 2021 20:40:55 +0000
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