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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar Land Rover said to favor Europe rather than US for new plant

With its plants running at full tilt, Jaguar Land Rover is in desperate need of additional manufacturing capacity. That's led to reports that the Indian-owned British company was looking to join European, Japanese and Korean automakers in America's southern states, all while it opened new plants in the UK and China. The company even announced it would be building the Land Rover Discovery Sport in Brazil. Now, though, reports are suggesting that JLR is looking at Europe for a new facility, rather than the US, with Automotive News claiming the company's execs are eyeing the lower costs afforded by Austria and Turkey. The report cites the Birmingham Post (UK), the broadsheet that's closest to the company's headquarters. According to the original report, labor costs and wage disputes with unions are ruling out another factory in the UK, while those same disputes with labor outfits may also be souring the automaker on a US facility. "At this stage Europe seems more likely than America. The union pay dispute had a big effect," an unnamed source told the Post. "There is a feeling of alienation that has been left over from the way the pay talks were handled." JLR, meanwhile, offered a solid no comment to the Post, with a spokesperson saying, "No decision has been taken on future manufacturing locations. We will continue to evaluate opportunities to increase our manufacturing footprint in the future." Related Video:

Jaguar XE axed from U.S. market: And then there was one sedan

The Jaguar XE sedan will no longer be offered in the U.S. market starting with the 2021 model year, the company announced Tuesday, shifting the balance of its lineup in favor of ever-more-popular crossover models. With the discontinuation of Jaguar's compact sedan, the E Pace crossover becomes the brand's entry-level model.  "The 2021 model year lineup, with three SUVs, a sports car and a competitively priced luxury sedan, continues the evolution of Jaguar to specifically meet the U.S. market requirements, which today is made up of 66 percent SUV buyers in the luxury segment,” Jaguar North America boss Joe Eberhardt said in the announcement. “But the biggest impact on the product portfolio are the technology and interior design changes made across the lineup. These updates, and the repositioning of the Jaguar XF, will help our retailers grow our business in all segments.” And reposition it they did. For 2021, the midsize XF sedan will start at $45,145 (including $1,150 for destination) — $7,100 less than the 2020 model, corresponding to its rather significant overhaul. While the 2021 XF's interior got some much-needed upgrades, Jaguar made some fundamental changes to the XF formula. The midsizer is now only available with four-cylinder engines, as the supercharged V6 has been axed. The base engine is the turbocharged 2.0-liter four-cylinder making 246 horsepower and 269 pound-feet of torque. It's available with either rear-wheel drive or all-wheel drive. A version of this engine making 296 horsepower and 295 pound-feet of torque is optional, and it comes only with all-wheel drive. And not only is the XF now Jaguar's entry-level sedan, it's also the company's halo sedan. Yes, that's the long way 'round to saying that the XF sits alone in Jaguar's four-door lineup for the 2021 model year — and perhaps for longer — while we await the unveiling of the next-generation XJ, which is expected to debut as an EV.  Related Video: