In many minds, Jaguar Land Rover (JLR) is a premium maker to be considered alongside the leading German trio of Audi, BMW and Mercedes-Benz, but right now that’s far from the reality. In terms of affordability, it's in a different stratosphere.
The company said on a recent earnings call that its average transaction price globally was “over £70,000” in the last three months of 2022 as it focused its attention on the three models that it said made it the most profit on: the Range Rover, Range Rover Sport and Land Rover Defender.
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I ordered an XF in May of last year, and am continually told by Jaguar they are still building them in small numbers. However I have no idea of when, or even if, my car will ever be delivered.
No other company has been devastated by the chip shortage as Jaguar has - how mismanaged have they been in the last two years?
That's the excuse they've used to kill off the XE and XF. Cars that should be getting produced and the reason why customers are walking in to alternative marque's showrooms instead.
With money, especailly in the US, getting tighter, inflation high, how long can JLR dine out on the most expensive part of the market? It has to offer a broad spectrum of cars. And that means adding a 1-series / A-Class rival. Something for new customers to the brand to step into with. That's why the Evoque was such a success. The F-Pace was too.