How Jaguar Plans To Save Itself

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There’s a tale from the 1961 Geneva Auto Show that when Enzo Ferrari, the legendary founder of Ferrari, first laid eyes on the Jaguar E-Type, he declared it “the most beautiful car in the world.” Around the same time, Frank Sinatra famously quipped, “I want that car, and I want it now.”

Jaguar wasn’t just a carmaker; it was an icon of British elegance and engineering. Its vehicles symbolized grace, pace, and space—a mantra championed by Jaguar’s founder, Sir William Lyons. Through the mid-20th century, Jaguar produced cars that were unparalleled in beauty and performance, winning the legendary 24 Hours of Le Mans seven times and capturing the imaginations of enthusiasts around the world.

But today, Jaguar is a shadow of its former self. Years of missteps—overemphasis on volume production, diluted brand identity, and lost focus on its heritage—have brought the company to its knees. In a bold and risky move, Jaguar announced in 2024 a complete shutdown of its car production, save for a single SUV model, aiming to regroup and reclaim its former glory.

A History of Glory and Missteps

From its inception in 1922 as the Swallow Sidecar Company, Jaguar was always about innovation. The first true Jaguar emerged in 1935, setting the tone for decades of striking designs and exhilarating performance. Its peak came with cars like the E-Type, a model so unique and stunning that it was referred to as “a copy of nothing.”

But as Jaguar transitioned through different owners, including Ford and, later, Tata Motors, its focus shifted. The company attempted to compete in the “volume premium” segment, producing higher quantities of vehicles to capture market share. This strategy led to a dilution of the brand’s identity, with models that felt more like rebadged versions of other cars than the bespoke Jaguars enthusiasts loved.

Efforts to pivot to SUVs—like the F-PACE and E-PACE—saw initial success but failed to establish Jaguar as a dominant player in the segment. Meanwhile, the ambitious leap into electric vehicles with the I-PACE won critical acclaim but couldn’t sustain sales without continuous updates or a broader EV lineup.

By 2023, Jaguar’s sales had plummeted to a third of its 2017 peak. Despite being part of Jaguar Land Rover (JLR), which posted record profits in recent years thanks to its muscular Range Rovers and Defenders, Jaguar itself was bleeding.

The Bold Plan for a Comeback

The production halt in 2024 is unheard of in the automotive world. Jaguar plans to pause until 2025, giving itself time to completely reimagine its lineup. The vision? To return to its roots by crafting high-end, low-volume electric vehicles that embody Jaguar’s original spirit of elegance, innovation, and exclusivity.

Jaguar’s new models will target the ultra-luxury market, with prices starting at $125,000—above the entry point of its sibling brand, Range Rover. The first car in this new lineup, set to launch in 2026, will be a grand tourer capable of traveling 430 miles on a single charge. This reinvention is backed by a massive $19 billion investment through 2028.

Lessons from History

Jaguar’s journey offers valuable lessons, not just for carmakers but for any business striving to stay relevant. Chasing trends at the expense of core values can lead to short-term gains but often comes at the cost of long-term sustainability.

By going back to its roots and focusing on making distinctive, emotionally resonant vehicles, Jaguar hopes to recapture the magic that once made it a global icon. The road ahead is uncertain, but if Jaguar succeeds, it will serve as a powerful reminder of the importance of authenticity and bold reinvention in the face of adversity.

For now, enthusiasts and industry observers alike watch with anticipation. Can Jaguar reclaim its throne as a maker of the most beautiful and admired cars in the world? Time will tell. But if history is any guide, we may soon see a Jaguar renaissance unlike any other.