Rory Reid Asks: Is Jaguar Headed for Extinction?

By John Coyle - April 24, 2022

In this video, the Top Gear alumnus looks at the past and future plans to save Jaguar. Will the fourth time be the charm?

Last week, I was at the Northwest Automotive Press Guild’s annual Mudfest event, where writers from around the region come to evaluate the latest crop of SUVs and pickups. It’s always a hoot, and as you can imagine, the assembled media and manufacturer representatives have plenty of conversations about the future of the industry. This year, the question I had in my back pocket was about Jaguar, and namely, whether the company can survive. And you know what? None of the folks I talked to — including those with decades of experience — predicted a rosy outlook. It was honestly unsettling.

That said, I didn’t actually realize how dire Coventry’s situation actually is. Then, I watched this video from Top Gear alumnus Rory Reid, and I have to say it sounds precarious indeed. For example, did you know that in its home country of England, the 2021 Jaguar XF moved less units than the Jeep Wrangler? Because I didn’t, and to be honest? I didn’t know Ma Mopar even offers the rugged off-roader for sale there. I’d expect a Jeep in England to be the literal definition of a niche product. But it turns out that its less niche than a Jaguar luxury sedan, which makes me as sad as it does nervous.

As Reid explains in the clip, this will be the fourth relaunch of the legendary marque in four decades. From the post British-Leyland era helmed by Sir John Egan, to its tenure as part of Ford’s Premier Automotive Group, to the modern Tata era, none of the reboots have stuck. Now, the plan is to go higher dollar and lower volume, and woo buyers away from luxury titans like Porsche and Bentley. Calling that a bold strategy would be a profound understatement.

Right now, the future of the marque lies in the hands of Chief Creative Officer Gerry McGovern, who is tasked with making the forthcoming all-electric models stunning enough to ensure that the forth time is the charm. Whether he can do it will be anyone’s guess? But it’s safe to say I’m pulling for him. I really don’t want to see Jaguar split from Land Rover and dumped on a new buyer, and if this fails, that’s probably the best case scenario. Let me know your opinion on the latest plan to save Jaguar, and stay tuned for news about the next-gen cars.

Photos: YouTube