The car giant has completely lost its way trying to navigate a rapidly changing world. (The Telegraph 8th Sep 2026)
"The car industry’s attempts at electrification have resulted in a catalogue of terrible commercial decisions, the consequences of which continue to ripple from the boardroom to the factory floor.
Jaguar Land Rover (JLR) has racked up so many that one might think the once-venerable company would have learnt from them, but apparently not.
Instead, under Indian owners Tata Motors, JLR continues to lurch from one disaster of its own making to another, leaving it stuck in a doom loop from which escape seems unlikely.
After a disastrous hot-pink reinvention in an attempt to be more inclusive, JLR’s battle-weary ranks have suffered another setback with the news that management has secretly drawn up plans for 4,000 job cuts.
A company whose bold advertising once enticed motorists with the promise of driving a “12-cylinder animal” now trots out slogans such as “live vivid” and “copy nothing” as part of a credulous, unnecessary and self-destructive embrace of diversity.
Indeed, JLR has been so enthusiastic about adopting fashionable causes that it seems to have forgotten its primary function: making cars.
At times, it has been hard to escape the impression that this woke crusade has come at the expense of the day-to-day running of the business.
Perhaps it’s nothing more than a coincidence that JLR was the victim of a devastating cyber attack just months after it committed commercial harakiri with the launch of a “Barbie pink” car.
The whole thing suggests a business that has completely lost its way as it tries to navigate a rapidly changing world of climate change, cheap Chinese cars, trade wars and an evolving customer base.
It will be fascinating to see how many people are willing to part with £154,000 for an all-electric Range Rover or £100,000 for a battery-powered Jaguar. The launch of the former has already been postponed once amid weaker-than-expected demand for electric cars.
Fierce competition from China raises questions about its petrol models too. Nicknamed the “Temu Range Rover”, Chery’s Jaecoo 7 has sold 91,000 models so far this year, compared with 41,000 Land Rovers. While the larger Jaecoo 8 costs around £45,000, an entry-level Range Rover starts at around £107,000..."
The full article here:-
https://archive.ph/PIBuz
