. Jaguar are attempting to rebrand as more premium, they have their work cut out and I think they will fail.
I must admit I am surprised they are going in this way, I wonder what this will mean for all the franchises and staff.
on one hand I doubt they will need as many , but on the other hand they will still be expected to service all their existing customers which will mean keeping local service points.
it's a shame from my perspective. I really like my ipace but it will likely be my 1st and last Jag . I am not a supercar salary kind of guy and even with current levels of depreciation - which I believe will settle down - but even if not it will be a long time before 6 figure costing cars hit my price bracket
and if I were to win the lottery and want to go silly ......... I would likely go for one of the established super car brands (yellow lambo all the way
)
it is unlikely most of the existing customers, some of whom have bought multiple jags will be happy to double their spending on the new wave of cars so Jag needs to build a whole new fan base.
having (semi) affordable cars with some bat s.... crazy halo cars seems more sensible to me. Honda mercedes, Audi, alfa, BMW and even fiat in the past (thinking about it almost all car.companies have at dome time had an ultra high end low volume car) do this and I think it makes more sense.
but hell what do I know, I am a biochemist, hopefully jaguar have done their homework and know what they are doing.
back on topic.... the ipace when it launched was so far ahead of it's rivals. sure there was the model S but that was it.
and even the model S, take away it's free lifetime charging I think few would try to argue against the ipace being a much better built car than the model S......
However...... I still really like mine but I think it is fair to say for £70k it just has not kept up with the times.
sure it had an infotainment tweak, better AC charging and a few fixes to improve reliability .... but it's essentially the same car from 2018 and given the pace of improvements from everyone else, it is no wonder sales have tanked a bit.
combine that with the well advertised customer care issues (which I must say I never experienced, but then my niggles with the car were minor) and the well documented announcement that the car was being shelved which surely would put some new car buyers off, and I think the ipace never really had a chance in this last 12 months or so.
the fact the car still remotely holds it's own shows how much of a belter jaguar had on their hands when it came out. such a shame really that they didn't give it the face lift it deserves to keep it relevant
