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”