Jaguar is one of the most iconic names in the car world. From the legendary E-Type to the F-Type, this British brand has built cars that combined style, performance, and elegance. Even in 2018, Jaguar offered the ultra-rare XF Sportbrake wagon, showing it could blend practicality with luxury. Today, it is having a tough time. What’s going on?
Table of Contents
The Crisis: An Overview
Jaguar is in trouble. The brand now sells just one vehicle- the nearly decade-old F-Pace SUV. Dealers are left with empty showrooms, while fans wait for replacements. The ambitious Type 00 Concept was presented recently, promising a striking new EV, but poor marketing and confusing campaigns meant it didn’t make the impact Jaguar wanted it to. Even worse, it backfired!
A Storied History
Jaguar began in 1922 as the Swallow Sidecar Company. Founder William Lyons later created SS Cars, and by 1945, the company was renamed Jaguar. Over the decades, it produced some of the world’s most celebrated cars, from the C-Type and D-Type to the XK150 and a line of elegant sedans. Jaguar was synonymous with “Grace, Space, and Pace.”
Under Ford’s ownership, design chief Gerry McGovern helped shape Land Rover and Range Rover vehicles. He oversaw hits like the current Defender. But at Jaguar, the story has been far more complicated.
Today’s Problems
The F-Type and XF are gone. The E-Pace and XE were underwhelming. The I-Pace EV exists, but it’s not enough to keep the brand afloat. Sales plummeted in 2025, leaving dealers with almost nothing to sell. A cyberattack cost nearly $250 million, further hurting operations.
The Type 00 Concept looks exciting, but relying on outside agencies for marketing led to campaigns that lacked soul and alienated fans. Jaguar is now struggling with a lack of direction, despite its rich heritage and talented design team. The recent change in top-level leadership is hoped to make things improve in the coming years.
The Road Ahead
To recover, Jaguar needs:
- A new F-Pace to stay relevant in the SUV market.
- Proper sports cars and sedans to restore the brand’s identity.
- A clear plan for EVs that balances style, performance, and practicality.
Jaguar has the design talent and history to bounce back. But to reclaim its place in the automotive world, it must focus on what made it great in the first place- and give dealers and fans something to sell and celebrate again.
