There has yet to be a decision.
Jaguar, Land Rover, and other models are being developed at the moment, including the new Jag XF, XJ and facelifted Discovery. Although everything appears to be in good shape, it is possible that there are financial problems within the automaker, which could cause it to reconsider its strategy.
British manufacturer will conduct a market analysis to see if global sales can recover from the coronavirus epidemic. It will decide whether to cut any existing models if the indicators aren’t good.
“In the case JLR we need to wait for a couple more weeks to understand it better,” PB Balaji (chief financial officer at Tata Motors and owner of JLR) said in a June 15 call with investors, answering Robin Zhou, Bernstein Research. “We don’t want to react on newspaper headlines to determine long-term strategy [because] it will affect us three to four year from now.”
Some development plans for new or updated models have been delayed due to the global auto industry crisis. However, nothing has been cancelled or changed in any significant way.
Adrian Mardell, JLR’s CFO, stated that he would return later in the year after determining the speed of liquidity build-up and affordability. He also explained what that means for programs currently on pause.
A report by Automotive News claims that the future of Jaguar is being reviewed in a project which will be managed by Felix Braeutigam, the company’s marketing head.
It’s not an easy task. Although it is a well-known brand, it isn’t as strong in certain markets as it should be. The team is focused on Jaguar’s brand positioning and how they will make it more attractive. Balaji said, “And how do we ensure that the portfolio we have fits with that position.”