Jaguar Cars has two critical issues on its plate as we write this. Both are of its own making, one for what it hopes is the better, the other defies our logic. It is creating a tsunami of outrage against Jaguar management - including new CEO, French-born former Renault executive Thierry Bolloré.
The points of controversy are the announcement Jaguar will become the first established car manufacturer in the world to build nothing but electric vehicles - but not until 2025.
The other is the seemingly vicious court action JLR has taken against Swedish enthusiasts Karl and ChristineAnn Magnusson over either one or several replica C-Types they were building - while in full communication with the Company. That includes visits to the headquarters for consultations!
JLR's actions have caused a severely damaging worldwide backlash against the much loved and passionately supported marque's management.
We mustn't forget that of all the regular motor manufacturers throughout the world, Jaguar Cars was the very first to put an all-electric powered car into production - the I-PACE.
Now that revolution has continued to the critical point where Jaguar's very existence teeters on the brink of its Directors' decisions. Such is the extent of 2021's revolution announced by Thierry Bolloré that Jaguar's output will drop by 25%. It will aim to sell upmarket in direct competition to the likes of Aston Martin and Bentley.
Under his Reimagine plan, there appears to be a recognition that Land Rover is the one that does classic SUVs, while Jaguar must devise 'a dramatically new portfolio of emotionally engaging designs' that doesn’t clash with the financially more successful Land Rover.
M. Bolloré won’t confirm the end for XF and XE saloons, but he won’t deny it either. He says he wants the rethink of Jaguar to be so free that he’s not prepared to say anything that might place a limit on what happens next.
He’s a big fan of the I-Pace EV, which has been labelled an SUV but is really a crossover. He drives and enjoys one, and said the car had a lot of potential. He believes it could be made “better and better”.
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