Since announcing the completion of the sale of Jaguar and Land Rover to Tata, managers have been talking about pushing the brands upmarket so they can make more profit per vehicle rather than selling them in larger quantities.
Such a move is important because Jaguar’s yearly sales sit at around 60,000 units, a mere fraction of German rivals BMW and Mercedes, both of whom are well above 1m cars a year.
The low sales has resulted in lower budgets to develop new models and being forced to use older powertrain technology.
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