Part 8/14:
Intentionally halting sales and production is an extraordinary business move. It’s akin to pressing the reset button on a train moving at full speed—sales plunge and customer loyalty erodes. Jaguar's strategy was to build anticipation for a new generation of luxury EVs, but it came with immense risk: what if the new products missed the mark?
Indeed, by April 2025, Jaguar's sales in Europe were nearly nonexistent—only 49 cars sold that month. The company publicly insisted this was part of a "calculated pause" aimed at rebuilding the brand for an electrified future.