For some context;<p>- Jaguar competes in the same demographic that Audi, BMW and Mercedes go head to head in<p>- Jaguar merged with Land Rover about a decade ago, and the JLR group as a whole is doing pretty well; mostly aided by the Land Rover Defender and Range Rovers<p>- JLR is owned by Tata Motors<p>Jaguar over the past year or so has pivoted to aggressively pursuing an electric-only strategy, going all in - to the surprise of many by stopping production of all its ICE vehicles by 2025 at which point it’s aiming to start introducing its electric lineup.<p>Their sales were always minuscule compared the German 3, and this is their strategy to differentiate themselves.<p>Between the JLR group, and parents Tata, they have the knowledge and funding to pull this off, the only question is how long with Tata/JLR pursue losses for - they’re not driven by short term profits here so I’m somewhat optimistic.<p>Jaguar did launch the i-Pace a few years ago which was excellent, just ahead of its time and priced out for most.