As Tesla outsells its German flagship market rivals on home turf, have we reached that much anticipated watershed or are the majors about to nick Elon’s lunch money as he’s about to cash in?
Last week it was reported that European sales of the Tesla Model S outstripped those of the German luxury flagship saloons for the first time, marking an alleged pivot point for the adoption and acceptance of electric vehicles across the region. A watershed moment perhaps or simply sensationalist reporting?
Fair question, because firstly there is some conjecture as to whether the Model S is a direct rival to the S-Class Mercedes and its ilk, especially when Elon Musk himself describes it more as an E-Class and Five Series competitor. Sizewise, Musk is broadly correct, but in terms of price, he most certainly isn’t. But regardless of which segment of the market it’s aimed, for a section of society who have the financial wherewithal to Continue reading “No Resistance”
The F-Type is not the quintessential modern Jaguar. This is.
Upon release, Jaguar made lavish claims about the significance of the F-Type. How it would become the fulcrum of the entire Jaguar range. How successive models would reference its styling. This has proved wildly inaccurate because on the basis of the two most recent model launches, Jaguar’s pivot point is not in fact the F-Type. It’s the XF. Continue reading “Jaguar’s North Star Saloon”
In the second part of our examination of JLR, we look at Land-Rover’s market stratification, Ford’s powertrain legacy and their less than stellar reliability record.
Land Rover’s confused offering
JLR’s strategy with Land Rover is to stratify the brand into three distinct levels. Land Rover at entry level, Discovery as median level and Range Rover as upper level. However, at the time of writing, this distinction remains insufficiently clear. The newly announced 2015 Discovery Sport is a good example of this – appearing a little too akin to its Range Rover derivative, and suggesting there is work to be done to put some discernible distance between the individual marques. Until a new generation Defender is available, this strategy will continue to confuse customers, with the added problem that JLR have nothing to offer buyers trading from the outgoing Freelander model – unless they are prepared to dig considerably deeper into their pockets. Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 2”