Part 5/14:
A Promising Revival, Then a Stall
Under Tata’s ownership, Jaguar experienced a renaissance. Starting in the 2010s, the brand modernized styling, moved away from the stodgy interiors of yesteryear, and caught onto the booming luxury SUV market with models like the F-Pace, E-Pace, and I-Pace. US sales skyrocketed—from approximately 14,500 units in 2015 to nearly 40,000 in 2017—marking the brand’s best performance ever.
By 2018, Jaguar sold over 180,000 cars globally, a tripling of its sales from a decade earlier. The brand was finally profitable again, mainly thanks to Land Rover’s booming SUV segment. However, lurking beneath this success were fundamental issues.