Jaguar: How a $130K Gamble Could Cost It 85% of Its Customers

In the summer of 2024, Jaguar's managing director said he expected only 10 to 15% of the brand's current customers to follow it into its new, far pricier future. Four months later came the "Copy Nothing" advert, and most people decided that's where the customers went. But the plan was signed off in 2021. Jaguar's old business, selling against BMW and Mercedes at an average of about £55,000 a car in Britain, didn't work commercially, in its own boss's words. So Jaguar wound down its old range, accepted it might lose most of its buyers, and rebuilt around cars costing more than double. Now the Type 01 is here, from £130,000. This is why Jaguar chose to walk away from its own customers, and whether enough wealthy strangers will replace them. Hindsight Capital: the money story underneath the headline. Subscribe for the next one. SOURCES: Motor1: Jaguar MD Rawdon Glover on the 10–15% forecast (Jul 2024) https://www.motor1.com/news/726893/ja... Top Gear: "Jaguar didn't work commercially", Glover interview (Dec 2025) https://www.topgear.com/car-news/inte... JLR: Reimagine strategy announced (Feb 2021) https://media.jlr.com/corporate/news/... JLR: FY2020/21 results and write-downs (May 2021) https://media.jlr.com/corporate/news/... JLR Annual Report 2025 (retail sales by brand) https://media.production.jlrms.com/20... JLR: Final F-Type built (Jun 2024) https://media.jlr.com/archive-jaguar/... JLR: Jaguar "Copy Nothing" relaunch (Nov 2024) https://media.jlr.com/archive-jaguar/... ACEA: European car registrations, April 2025 https://www.acea.auto/files/Press_rel... JLR: Q2 FY26 results and cyber incident costs (Nov 2025) https://media.jlr.com/corporate/news/... The Drive: JLR says Jaguar's electric-only plans are unchanged (Jan 2026) https://www.thedrive.com/news/jaguar-... Carscoops: Bentley drops its all-electric target https://www.carscoops.com/?p=3287651 electrive: Porsche plans new combustion models (Sep 2025) https://www.electrive.com/2025/09/22/... Porsche: 2025 deliveries https://newsroom.porsche.com/en/2026/... JLR: Jaguar Type 01 revealed (Oct 2026) https://media.jlr.com/jaguar/news/202... The Telegraph, via Yahoo Finance: Jaguar break-even report (Jan 2025) https://finance.yahoo.com/news/jaguar... The 85% is Jaguar's own forecast, not a measured loss, and Type 01 orders haven't opened yet. News clips are used for commentary and criticism. #Jaguar #JLR #BusinessDocumentary