does that make you a YouTube e answers
on a postcard or even better in the
comments section down below anyway hello
everybody I'm James and I love a Jag it
may have taken me quite some time to
realize that fact and indeed there's a
lot I feel quite bad about for example
20 odd years ago I talked my dad out of
buying a Jaguar XJ specifically an x308
XJR a car that I'm now considering
buying myself I love Jaguar's
combination of classic British looks
amazing power waftiness with the
occasional bit of sportiness when
required but I think Jaguar may be in
serious trouble like a much-loved uncle
that you haven't heard from in quite a
while I'm beginning to worry as to how
healthy Jaguar actually are so in
today's video I'm going to talk you
through what's been happening to the
firm and from my idiot with a little bit
of knowledge perspective why I think the
problem really is a pretty big one and
maybe unsolvable
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okay then on to the topic at hand and
I'm going to begin by taking a look at
the current Jaguar lineup because I
really think that shows you how big the
issue is what have we got well there's
the F-type a fabulous car that really
was much needed and injected a bit of
drama and animation into the Jaguar
brand when it launched however that was
a long time ago during its run the model
didn't really change all that much and
now possibly overdue it is finally being
retired but with no replacement in sight
Jaguar will very soon be without a
sports car of any description and to
many you say the word Jag they will
instantly think of something like an
E-Type so for the firm not to have a
sports car at all I think is a travesty
next up we have the XF one of the
prettiest Saloon cars on sale today but
it's also been on sale for far too long
some eight years now in its current guys
and it's lacking a lot of the things
that the traditional Jaguar customer
would want in other words decent engines
the meatiest version you could get was a
E6 diesel you haven't been able to buy a
V8 engine Jaguar Saloon for several
years since the demise of the old
Flagship XJ back in 2019 I drove the XF
and I have to say it's one of the
biggest disappointments I've ever
experienced the old first generation car
had a lot of charm about it but the new
one really was a little bit cold and far
too harsh to drive and I just did not
gel with it regardless at eight years
old it's really due a replacement and as
far as I'm aware there is none in sight
next up you have the XC the baby in the
lineup again a car with some qualities
it's a fabulous thing to Chuck around a
Bend but overall it's a little bit harsh
somewhat unrefined for a jaguar and the
choice of engines is even worse the top
of the line p300 car has a two liter
turbocharged four and that just isn't an
engine fit for a top of the line Jaguar
you need a six cylinder petrol at the
absolute minimum The Firm have one but
they never put it in the XC or or the XF
this is another card now eight years old
and with no replacement whatsoever do
then we have a trio of SUVs almost
certainly the company's most popular
products today we have the confusingly
named e-pace f-pace and i-pace the
e-pace is the smallest the little
crossover the f-pace quite a bit bigger
and then you have the i-pace which is
the electric one the e-pace really is a
bit of an odd duck it's a fairly small
car to me a little bit too small to be
useful a few people did buy one but in
all honesty I'm not quite sure why
unless you're desperate to have a Jag
you can get a lot more for the money
from just about anywhere else and
frankly people in that kind of Market
segment don't tend to care about badges
as much as those paying a little bit
more the f-pace is a decent thing
particularly in fire breathing f-pace
svr guys but it also has the distinction
of being one of the few test cars I've
ever had to break down on me and require
a call out from the AAA that was caused
by unidentified electrical issues and I
actually really do quite like the f-pace
and in the entire Jaguar lineup it's one
of the better cars it also has a lot of
competition then you come on to the
i-pace the only all-electric vehicle
Jaguar currently sell which by all
accounts is very good I've never
experienced it I have tried I have
failed but everyone tells me it's pretty
good unfortunately in the time that it's
been on sale Jaguar haven't really done
all that much and when it comes to
electric cars the pace of progress is
terrifying as it happens Jaguar just
announced some updates to the i-pace but
what they amount to is some different
bumpers and a few bits of altered trim
that's it all of the mechanical
specifications remain exactly the same
battery is the same Motors the same
nothing has changed the peak charging
capacity of this car is 100 kilowatts
and in today's world well that's just
out of date everything can do 150 if not
350 when it comes to the premium segment
Jaguar are falling behind the times very
quickly to be perfectly honest if it
weren't for the fact that they were
nailed to the side of Land Rover I think
they would have gone years ago and
happily the new Range Rover itself plus
the defender have apparently been doing
very very well which no that keeps the
company going for a little bit longer
Land Rover really have found themselves
in an amazing position if by accident
and not designed because their entire
lineup consists of SUVs highly popular
ones that are generally well regarded
particularly here in Britain they've got
something to suit most budgets and even
wild stuff that never ever should have
done well like the evoke convertible
appears to sell Land Rover and the Range
Rover sub brand has real curb appeal and
I've no doubt that whatever happens to
Jaguar someone will always be interested
in Land Rover that brand is here to stay
and it's certainly here to make some
money poor old Jaguar are now stuck with
a lineup that has no sports car in it no
Flagship Halo Supercar to try and
attract interest to the brand even if
it's somewhat superficial and I suspect
all the cars they have that actually
sell in other words the four by fours
certainly the e-paced at f-pace are
essentially re-engineered versions of
Land Rover and Range Rover products and
if I were sat there at a jlr board
meeting I'd be thinking well we're
spending a lot of time and effort to
make these cars when we could just sell
more land and Range Rovers anyway
without any extra effort why are we
supporting this entire brand the fact is
Jaguar made its name in Saloon cars and
saloon cars as a whole have been dying
for a very long time this has been the
case now for really close to 20 years
but when it comes to cars for the masses
Jaguar have always been a little bit
behind the times even when they've tried
so with the S-Type and then X-Type they
haven't really quite understood the
brief the X-Type was supposed to be a
affordable Jaguar the most affordable
Jaguar there had ever been yet when it
launched it was available only with a
petrol V6 and all-wheel drive at a time
when the market was buying two-wheel
drive diesels with small engines by the
bucket load they just don't understand
how to make a car that appeals to the
masses in Truth for most of the
company's life I don't think that's been
a problem they have been very content to
carry on making cars that appeal to
their traditional customers let's face
it old men who want to buy a nice big
powerful Saloon to smoke about him quite
literally in many cases I'm sure however
that now is very old hat and even for
those customers who still exist they're
probably quite happy driving around in
their old Jags and the New Breed I don't
think really ever appealed to them stuff
like the XC I wouldn't want one of those
the new XF I wouldn't want one of those
the new XJ certainly did appeal I tried
to buy one it didn't work very well and
though the looks changed quite a bit it
still had enough jaguar-ness in it I
think to keep the brand going but that
car got canned into 2019 was then due to
be replaced with an all-electric version
that I think was a very exciting idea
because here was a chance for Jaguar
once again to be a market leader to do
something highly Innovative because one
market that does buy Saloon still is the
Americans they love them and they've
also been moving over to Electric at a
rate that I think would surprise some
people I've just come back from
California and Teslas are everywhere
there whatever reason they have for it I
really don't care but the fact is
they're buying them Jaguar had an
excellent opportunity here to be one of
the first people to Market with a luxury
Saloon EV and these things certainly can
sell just look at how well the Porsche
taikan has done I don't know if the
success is going to continue over the
next few years but the fact is it can
happen and what confused me the most
about this whole thing is the fact that
in the same year that Jaguar said the
electric XJ is no longer going to happen
they also said by 2025 so in Just 2
years time the Jaguar lineup is going to
be all electric right now in January
2023 The Firm has one electric car the
i-pace that now is somewhat behind the
times what on Earth are Jaguar going to
do what is the next step this is two
years time guys this is not long at all
you should be announcing stuff this year
that's going into production next year
if not end of this year and people
should already be getting really excited
about the next Jag what's in your future
guys what's coming is there an electric
F-Type is it an electric f-pace what's
going on are you going to do a new
electric XJ but you're not really going
to call it an XJ tell us we need to know
we need to know what the future holds
but I'm not really seeing anything out
of them the motoring press has shown
many reports that the firm is working on
an all-new bespoke EV platform codename
Pantera which will underpin the next
generation of both jaguar and Land Rover
products however we've also seen the
recent departure of Jaguar CEO after a
reasonably short tenure and if I've
learned anything when that happens it
means that all bets are off until an
official press release is made
announcing a new model and confirming
production there is no guarantee of
anything I do hope there is a plan but
from outside looking in I can't help but
get sense of an air of chaos now I
totally understand Jaguar getting away
from the saloon car like I say this is a
market segment that's been getting
smaller for a long time now however it's
chiefly been replaced by two things on
the one hand hatchbacks of many
different varieties and neither jaguar
or Land Rover have any experience
whatsoever in that market segment
secondly luxury SUVs for the customers
that bought more high-end stuff that's
where they've gone now here is where
Land Rover do have a lot of experience
in fact in terms of desirability they're
probably one of the best brands in the
world it wasn't really into till the
launch of the KN back in 2003 that I
would say there was a real credible
alternative for the Range Rover that did
the luxury and off-road thing equally as
well and the problem there is that okay
maybe for jlr as a whole this is not an
issue because you have Land Rover but
that leaves the Jaguar side of the
business with very very little to do
after all how do you then treat the
brand does it simply become a re-badging
exercise is Jaguar just a performance
subdivision of Land Rover but that
itself wouldn't make any sense because
Range Rover are very happy to make
sporty versions of their own cars as it
is and they sell very well they can
charge a premium for them I don't think
they could charge any more for sticking
a Jaguar badge on the thing and now we
come on to what I think is the biggest
problem the one that I'm not convinced
Jaguar can actually get past they've
spent an awful long time trying to hold
on to their old customer base but
actually have slowly been alienating
them the sort of person that wanted to
buy an old school XJ J by what you mean
a 1990s or early 2000s one was already
probably somewhat uninterested in the
last generation XJ Jaguars product on
the whole have been getting faster lower
stiffer more uncomfortable more Tech
focused in the last few years and that
really isn't the sort of thing that
interests an older buyer on the whole
however the Jaguar brand is still very
much associated with that type of
customer which means for your younger
buyer the new person buying cars of whom
there are less and less every year the
Jaguar brand holds little to no appeal
the fact is Land Rover and more
importantly Range Rover is an
aspirational brand thanks to social
media and celebrity culture in general
Range Rovers are still a thing people
grow up wanting people that are not at
all into cars want a Range Rover because
of what it stands for most disturbingly
and this is the bit that may get me into
some trouble jlr really do not know how
to engage with New Media I have work
with jlr press Department a number of
times and they're lovely people but on
the whole the feedback I've had from my
fellow YouTubers is that they are one of
the more difficult companies to work
with and this is from people that love
the brand love what it stands for love
the products but the company just
doesn't seem to understand the value of
New Media they're still stuck in a 1980s
mindset they don't get it they don't
know how to try and appeal to a new
audience and I really truly hope that
somewhere at Jaguar someone is writing
down a list of all the YouTubers tick
tockers instagrammers and whatever else
is going to come next us that will be
helping them promote the next product
because they really are going to need
all the help that they can get and I
really do hope that Jaguar's next
products are going to be a genuine
Jaguar they're going to stand out
they're going to be different from
whatever it is that Land Rover are
building because if it isn't well to be
honest I think everyone's going to look
at it and go so
oh the new Jag it's just a discovery
with some bells on it an extra 10 grand
on the price tag
don't think I'll bother because they'll
know you're going to get the same poor
service and customer service really is
an issue for jlr as a whole the same
performance unless they do something a
little bit different you're just going
to pay more for it and if there's
anything I can say about your customer
today it's they're getting very very
careful about how they spend their money
so trying to charge extra for a badge
isn't going to work anymore now this is
not to say that things are a foregone
conclusion for Jaguar I still think
there is time but there's not a lot of
it what I'd love to see from them next
actually would be a replacement for the
F-type because that in the entire
portfolio is the car I think that's the
most Jag they've already said they're
not going to build a new all-electric XJ
fine that was one of your flagships the
F-type is the other and I think that
should see a replacement because that's
an exciting car that's an interesting
car that will also have some healthy
competition from the all-new electric
Cayman and Boxster and I really would
like to see Britain have an alternative
to classic German sports car but I do
worry that Jaguar are going to do the
Fairly predictable thing they'll look at
F-Type sales which no doubt have been
dwindling for a long time on account of
the fact that the model didn't change so
if you wanted one you bought it about
eight years ago and they'll say yeah no
there's no interest in sports cars
anymore well it's about more than that
it's about brand building you need to
get the excitement back around Jaguar
the F-type did it once so the new F-Type
or G type I suppose you could call it
Merck might have a problem with that
would be a cool thing to have then
follow up with a series of badge
engineered let's be honest Land Rover
Range Rover sort of spin-offs that I
think is fine I would like to see a
saloon stay in the lineup a hatchback
will be very exciting an electric XF
would be very exciting but you need
something that really is the Crux of
this video you need to do something
Jaguar because all I've seen thus far
for the last year is the things that
you're not doing a few months ago they
teased an exciting new announcement that
a few people thought was going to be the
project nine the successor to the crazy
no roof project 7 F-Type derived car and
the mighty Project 8 the XC with the V8
up the front all stripped out and track
focused
yet instead what we got was an f-pace
with some purple paint a throwback to an
old 1980s race car that we all know and
love
but has just about nothing to do with an
f-pace I just
I don't get it I really really don't if
I were Jaguar I'd currently been trying
to stuff that Big 5 liter V8 into
absolutely everything that I have that I
can fit it in and shift as many as I can
while I can foster some Goodwill while I
work on the electric stuff give us
something to really be excited about
tell us you've still got interest in
making stuff that appeals to petrol
heads and hopefully a lot of us will
then give you a chance when you move
over to Electric but as it stands all I
see is a brand that doesn't really get
its current customers and has absolutely
no idea how to get new ones
good luck Jag you're gonna need it and I
promise all of you watching that I think
by the end of this year we're gonna know
whether Jaguar Will Survive or not
they've set the deadline they've said
2025 entire lineup all electric
let's see what happens your predictions
let me know because mine
I don't know doesn't look so good but I
hope I really hope I'm massively wrong
because I don't want Jack to go anywhere
I've only just started realizing how
good they are I'd be sad if they went
now
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thank you
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