{"id":15870,"date":"2026-03-17T14:34:16","date_gmt":"2026-03-17T21:34:16","guid":{"rendered":"https:\/\/mattfife.com\/?p=15870"},"modified":"2026-01-05T14:55:33","modified_gmt":"2026-01-05T21:55:33","slug":"jaguars-astounding-fall","status":"publish","type":"post","link":"https:\/\/mattfife.com\/?p=15870","title":{"rendered":"Jaguar – A failure like no other"},"content":{"rendered":"\n

We all saw the videos of androgynous actors in strange clothes that left people unsure what Jaguar was even advertising. There was not a single mention of a car. Jaguar emptied its show floors of older models that were all discontinued and announced no cars – for a year.<\/p>\n\n\n\n

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Then the Jaguar Type 00 prototypes were shown and the attempt flopped. How bad? How about an entire year with no cars for sale and then a 97.5% sales collapse.<\/p>\n\n\n\n

April 2024: 1,961 cars sold
April 2025: 49 cars sold<\/p>\n\n\n\n

This lead to the firing of the 3rd party marketing group hired for the effort, the lead designers, and CEO. The current offerings from Jaguar are a 180 degree turn back to their older designs<\/a> but it is unclear if they will ever recover. <\/p>\n\n\n\n

A complete disaster and an intelligent re-invention can look similar at first, but it turns out that burning the bridges with an unproven firm before you even know if there is land on the other side is a very bad idea.<\/p>\n\n\n\n

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