Hooniverse Asks: Why are people not buying Jaguars?

Kamil Kaluski

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In my decade of automotive writing I had the pleasure of driving many new Jaguars. With the exception of perhaps the XE with the base motor, I’ve liked every single one of them. Sure, I preferred the supercharged V8 F-Type to the V6 model, but there wasn’t really anything wrong with the V6 models. And both sure were gorgeous. As a matter of fact, I find the whole lineup of Jaguars to be one of the best looking lineups on the market.

Sure, small sedans and roadsters are not everyone’s cup of tea and crumpets. The whole world is now buying CUVs and Jag offers two of them and both are great looking and nice to drive. They even have a new electric vehicle, the I-Pace, which offers original styling, AWD, almost 400 horsepower, and 230 mile range, bettering the Audi e-tron. And it is not a Tesla.

Yes, there are some Jag-specific issues. First is the high prices and the fact that so many things are not included in what are supposed to be ‘luxury’ vehicles. But the price isn’t stopping people from buying BMWs or Benzs, and those sure as heck are not cheap or fully loaded out of the box. Jag does offer some great lease rates; a lease may also reduce the fear of long-term Jag ownership, which brings us to reputation and reliability.

Jaguar has reputation and history of poor reliability and the company knows it. To help reduce that fear of Jaguar offers a 5-year/60,000-mile warranty, five-years of scheduled maintenance, and road-side assistance. That pretty much means that over a period of three years your Jag may need a set of tires and brake pads – typical stuff. And in terms of overall reliability, it’s not like most other European luxury brands do not have a checkered past.

Having said all that – why aren’t more people buying some of the best looking and performing cars on the market?

About

Kamil Kaluski

Kamil Kaluski

East Coast Editor. Races crappy cars and has an unhealthy obsession with Eastern Bloc cars. Current fleet: 4Runner, Integra, Regal, Lada

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27 responses to “Hooniverse Asks: Why are people not buying Jaguars?”

  1. Batshitbox Avatar
    Batshitbox

    Because I’m broke.

    Reply
  2. Peter Tanshanomi Avatar
    Peter Tanshanomi

    Dunno, Jeff, but I can assure you that your F-Pace SVR video is not the reason why. Watching it caused me to fantasize about a new Jaguar for the first time in a decade or so.

    Reply
  3. GTXcellent Avatar
    GTXcellent

    Can’t speak for everyone, but I can for the GTXcellent household – the nearest Jaguar dealer is 350 miles away. (Ok, that’s technically not entirely accurate as Jaguar Winnipeg is a mere 115 miles away so maybe I should state the nearest “available” dealer)

    Reply
    1. outback_ute Avatar
      outback_ute

      Would it be feasible to service the car in Winnipeg? Or would there be differences between USA/CAN market vehicles; I’m assuming that buying and importing wouldn’t work which at least might avoid the pissy “well you didn’t buy from us” that dealerships can have.

      My mother has taken her last couple of cars 115 miles to the selling dealers for service, despite alternatives half as close. She’d combine the trip with other purposes to visit the state capital, so it works for her; I don’t imagine Winnipeg might work the same way… We don’t have complications of driving across international borders in Australia!

      Reply
      1. GTXcellent Avatar
        GTXcellent

        Not under warranty. I might be wrong in assuming that all dealership rules/laws work the same, but I do know that back in my dealer days we could NOT sell a new GM vehicle to a Canadian citizen nor could we do any warranty work. We could – and did – sell/service used vehicles. The rules set were very strict in what was acceptable too. Through some player connections, we sold a couple of trucks to hockey players on the Houston Aeros/Minnesota Wild and even though they had an established US address, we couldn’t sell to the Canuck kids – which was too bad because one guy wanted to order a VERY loaded up truck and wanted us to throw on a ton of dealer accessories too.

        Reply
      2. GTXcellent Avatar
        GTXcellent

        Not under warranty. I might be wrong in assuming that all dealership rules/laws work the same, but I do know that back in my dealer days we could NOT sell a new GM vehicle to a Canadian citizen nor could we do any warranty work. We could – and did – sell/service used vehicles. The rules set were very strict in what was acceptable too. Through some player connections, we sold a couple of trucks to hockey players on the Houston Aeros/Minnesota Wild and even though they had an established US address, we couldn’t sell to the Canuck kids – which was too bad because one guy wanted to order a VERY loaded up truck and wanted us to throw on a ton of dealer accessories too.

        Reply
        1. Maymar Avatar
          Maymar

          From a Jaguar owner’s manual;

          “If the vehicle is to be registered or used in another region, further activation may be required, exclusions may apply and warranty conditions may be affected. For the purpose of warranty, regions are defined as USA, China, Europe & UK (excluding Turkey), Turkey, Russia, Overseas (including Japan), Australia & New Zealand, Africa, Middle East and North Africa, and Latin America. See a retailer/authorised repairer for further detail.”

          Since Canada isn’t mentioned there, I’d assume Canada gets rolled into USA?

          https://www.ownerinfo.jaguar.com/document/4A/2019/T30748/30766_en_GBR/proc/G2172432

          Reply
          1. Rover 1 Avatar
            Rover 1

            NADA, North American Dealer Area.

  4. Maymar Avatar
    Maymar

    Several problems come to mind – first is their general obscurity. Since they never became the “right” brand to buy, they’ve got a big hill to climb to reach mainstream acceptance. It’s not like they have the same advantage as their Land Rover siblings, who have the presence of the super-wealthy in Range Rovers that helps sell Evoques. Also, there’s a limited market for sports sedans, and with the exception of the XJ, their interiors have been sort of middling – fine, but not cosseting and luxurious enough to set them apart. It also doesn’t help that they got to the SUV game so late – F-Pace is good, but not enough to turn the brand around, and the proportions on the E-Pace are a little too much standard FWD crossover.

    Reply
  5. neight428 Avatar
    neight428

    Are they priced below their similarly nearly as unreliable by reputation competitors? In my mind, biases and all, Jags are the worst offenders in this regard. Any lease terms are going to financially cover the market’s perception that the next guy is going to have to deal with a POS car and so anyone taking possession will have to pay for that depreciation up front. So even if you’re covered for 5 years, at the end of that, you have paid for a Jag and have something worth less than an Accord. You have to have some kind of upside in the meantime, the BMW’s, Audis, etc. of the world get by with either a superior driving experience, a “luxury brand” image that people want to enjoy, or something else I can’t think of for their money. Jags don’t do better than BMW’s or Audis on these marks, and they cost more over the whole ownership timeframe.

    Reply
  6. outback_ute Avatar
    outback_ute

    Because people are sheep in a lot of ways, or perhaps should I say often not inclined to take risks with a large purchase, and Jaguar is an outsider brand in a lot of ways, eg the XE and SUVs are all first-gen products hence lower awareness, existing/returning ownership levels and reputation (history is not always kind there).

    I haven’t recommended a Jag to anyone because I’m not sure they have yet demonstrated an impeccable lack of ownership drama; mind you the German 3 are not far ahead in that department with some of their issues. This is for people who just want a nice car, the performance stuff is a bit different.

    Reply
  7. Sjalabais Avatar
    Sjalabais

    In all of 2019, Norway saw 142000 cars sold. Yeah, it’s a tiny country. But…in our weird car ecosystem, Jaguar is the 15th most sold brand:

    https://motormagasinet.no/wp-content/uploads/sites/2/2020/01/Skjermbilde-2020-01-09-kl.-11.19.10.png

    It’s the Jaguar I Pace, of course, that I see at least three times a day now. A gorgeous vehicle, and a fast one at that.

    Reply
    1. outback_ute Avatar
      outback_ute

      I wonder how big a proportion of iPace production goes to Norway!

      Reply
  8. mdharrell Avatar
    mdharrell

    I have issues with their reliability and parts availability.

    Reply
    1. Batshitbox Avatar
      Batshitbox

      http://instantrimshot.com/

      Reply
  9. I_Borgward Avatar
    I_Borgward

    1%er problem. DGAF.

    Reply
  10. Wayne Moyer Avatar
    Wayne Moyer

    Because those of us who are BritCar lovers know that it isn’t a Jaaaaaaaaaag anymore. That stopped in ’86 when they became Ford’s. Sure they become more reliable and heck I wouldn’t mind finding a Jag Mondeo as a car for my teenagers because cheap. You know it’s the Cimarron of its time. Still now it’s a Tata and it just isn’t the same. I just don’t see it having the same oil leaking issues as XJ’s of old. I just don’t think it will smell the same. I just don’t expect it to drive the same as a 90 XJS 12 cylinder.
    TL:DR: The Jag market is like the Harley market. It’s based on old memories and is a cult. The new cars are too new.

    Reply
    1. Sjalabais Avatar
      Sjalabais

      I understand your point, but it’s also disheartening that the quality of the product doesn’t seem to make that big of a difference. They’re fast, gorgeous, offer pretty much the same as the competition, just in a different package. The reliability of their newest cars still isn’t stellar, but it’s a far cry from the issues of the past.

      Reply
    2. Sjalabais Avatar
      Sjalabais

      I understand your point, but it’s also disheartening that the quality of the product doesn’t seem to make that big of a difference. They’re fast, gorgeous, offer pretty much the same as the competition, just in a different package. The reliability of their newest cars still isn’t stellar, but it’s a far cry from the issues of the past.

      Reply
      1. Wayne Moyer Avatar
        Wayne Moyer

        Could have been worse of course. Geely could have bought them. At least a former member of the empire got them. So they can take the old bones and make some money off them.
        Maybe they can work with Mahindra and bring out a Jaguar labeled pickup. To finally get that magical Mahindra pickup into the US.

        Reply
        1. Vairship Avatar
          Vairship

          Actually, being bought by Geely seems to have served Volvo rather better than being bought by Tata did Jaguar.

          Reply
          1. Wayne Moyer Avatar
            Wayne Moyer

            (grumble) yeah yeah… (grumble) you’re right (grumble) doesn’t mean I’m happy about..
            (old man yells at sky)

      2. Wayne Moyer Avatar
        Wayne Moyer

        It’s a shame that there wasn’t some balance between reliability and design. The closest we got was the Ford years. Well until the X type and S Type at least. Gotta have mass production!

        Reply
    3. crank_case Avatar
      crank_case

      I think your memories of BL era Jaguars are viewed through rose tinted glasses while on LSD.

      Reply
      1. Wayne Moyer Avatar
        Wayne Moyer

        I wasn’t on LSD but it is based on memories. So rose tinted glasses is a possibility. This is how I remember the cars.

        Reply
  11. SlowJoeCrow Avatar
    SlowJoeCrow

    I think it’s multiple issues, as Wayne Moyer said, some of it is that Jaguar is not what we remember it to be. Aside from being owned by Ford and Tata, the signature design language isn’t there anymore. Where the older XJ and XK cars were recognizably descended form the 60 s cars the current lineup cold just as easily be badged Genesis. There’s also the recognition issue because they are not BMW, Mercedes, or Lexus they don’t attract the show off my wealth crowd who want the most recognizable brand, There’s also the fadeout of Jaguar’s other societal selling point the “Jewish Mercedes” a sin the luxury brand for those who refused to buy German cars, and anecdotally the synagogue parking lots of the 80s and early 90s had a lot of Jaguars and also Lexus and Acura.

    Also As cool as Team Sky’s F Type chase cars were, I don’t think many dentists traded in their BMWs and Cervelos for a Pinarello and a Jag.

    Reply
  12. Francis Ta Avatar
    Francis Ta

    Hi Mr. Kaluski. I agreed almost 95% what you explained; but you missed somethings. (Look at Huyndai or Genesis or Kia. They are price cheaper but gave customer peace of mind 100 K mi warranty. Don’t know if they kept their words because my friend told me if the car did not maintenance by Huyndai’s dealer then no warranty is honor?!!!) Thus most people like sport luxury cars but fear for the price of maintenance! Just like people come to America or Europe because of money and car is cheaper than Singapore, Vietnam, due to Gov. 100% price Tax… and dumb regulation…I heard in Singapore if your car goes over 100 K mi or 10 yrs. it’ll be scrapped?!!!) But in US only old cars need to pass/emission inspection no matter how many million mi on the odometer. Also the Porche Boxter or Cayman cost of oilchange $500 or $700 US dollars. Tune up for $2,000. USD. That is the rip off. Well rich people can own it but mid-class just drive Kia or buy used cars. EV when it get accident it caugth fired, $5000/$20K batt. and where to dispose dead batt???!!!

    Reply