[_s]

For some context;

- Jaguar competes in the same demographic that Audi, BMW and Mercedes go head to head in

- Jaguar merged with Land Rover about a decade ago, and the JLR group as a whole is doing pretty well; mostly aided by the Land Rover Defender and Range Rovers

- JLR is owned by Tata Motors

Jaguar over the past year or so has pivoted to aggressively pursuing an electric-only strategy, going all in - to the surprise of many by stopping production of all its ICE vehicles by 2025 at which point it’s aiming to start introducing its electric lineup.

Their sales were always minuscule compared the German 3, and this is their strategy to differentiate themselves.

Between the JLR group, and parents Tata, they have the knowledge and funding to pull this off, the only question is how long with Tata/JLR pursue losses for - they’re not driven by short term profits here so I’m somewhat optimistic.

Jaguar did launch the i-Pace a few years ago which was excellent, just ahead of its time and priced out for most.