This gives a good potted history of how Jaguar have tried to position themself In the market 3 times, each time failing and now they are about to embark on the forth. They have clearly failed to establish themselves as an Audi/BMW despite having good products. Maybe they should have offered longer warranties to underpin customer confidence whilst imposing a powerful financial incentive on themselves to shift up their reliability performance.
I am looking forward to what they come up with even though I won’t be in the market they are aiming for. There has to be a place for a beautifully designed British sports car.
The thing about EVs is that it’s shape shifting brand perceptions and new brands have gained entry, like Tesla and Polestar. Previously I would never have looked at Asian brands, but they have stolen a technical lead on Europeans and I can see myself buying a Hyundai or a Kia in 3 years time - I never thought I’d even contemplate that, let alone say it.