History Repeating: XJ40 Part 9

Phase Three – 1981-1986: Trouble at ‘Mill. As John Egan begins extricating Jaguar from BL’s grasp, XJ40’s development programme hits some early setbacks.

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XJ40 SDV testing in the Australian outback – image: Car Magazine

As quality improved, Jaguar customers could appreciate the cars’ elegant lines and refined character anew, and sales rose sharply. Despite a continuing sales depression in the US market, 21,632 cars were sold worldwide in 1982 – up from 15,640 the previous year. For Egan however, exit from the BL straitjacket became his primary focus. Amongst discussions held was the serious prospect of a tie-up with BMW. Continue reading “History Repeating: XJ40 Part 9”

JLR: The Challenges Facing a Challenger Brand – Part 3

The limping cat: In this third part Driven to Write asks why Jaguar continues to under-perform in its most crucial market? 

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Despite the improvements that took place under Ford ownership and enhanced resources provided by Tata, Jaguar continues to seriously under-perform globally. According to JLR, Jaguar sales rose 13% year-on-year, retailing 49,656 vehicles in the calendar year to date and 6,069 in the month of July alone*. However these figures belie several more troubling factors. Jaguar sales in the once vital American market keep falling. Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 3”