Jaguar, the prestigious British car manufacturer, was known for its high unreliability. However, the lack of reliability wasn’t the primary factor contributing to its decline. A series of events unfolded that led to the worldwide decline of the jaguar.

1. Ownership Instability
Over the years, Jaguar changed hands multiple times:
British Leyland → Ford (1989) → Tata Motors (2008)
Under Ford, Jaguar lost its sheer uniqueness. Tata did positive things (XF and F-Type), but the investment being very thinly spread between Jaguar and Land Rover.

2. Inconsistent Brand Identity
Jaguar has struggled with positioning itself as a luxury car brand, a sports car brand, or a futuristic-tech kind of brand. While its design was often praised, it has failed to unequivocally communicate its distinctiveness. Land Rover successfully established its market position by developing a diverse range of product lineups.
I. Land Rover Discovery (Mid-to-upper premium segment)
II. Land Rover Range Rover (High-end luxury)
III. Land Rover Defender (lifestyle luxury off-roader)

3. Internal Competition with Land Rover
Since Jaguar and Land Rover exist in the same group (JLR), Land Rover SUVs outsold Jaguar cars significantly. The consumer preference for a Range Rover over a Jaguar sedan was tough on Jaguar’s sales, leading JLR to prioritise Land Rover over Jaguar.

4. Downfall of Sedans
By 2015, sedans held an approximate overall market share of 75%, which decreased to nearly 30% as consumers shifted their preferences favourably toward SUVs. As a luxury sedan maker, Jaguar inevitably faced the hardships posed by the drastic market changes affecting the sedan segment.

IS THIS THE END OF JAGUAR?
NO!!