The Old Strategy ‘Didn’t Work’

Jaguar’s future won’t look like its past, and that’s on purpose. Until just recently, the British brand was focused on competing with German automakers in the premium space with a lineup of luxury sedans, SUVs, and sports cars. Unfortunately, that strategy never worked, with the company failing to keep up with its counterparts throughout Europe and Asia.

In 2019, before the pandemic-induced shortages and the