After many years as a small niche brand, it really took off for Jaguar in Norway in 2018. Then they had the ninth best-selling car model in this country, with the electric I-Pace.
Sales were also high in the following years and now there are almost 8,000 I-Pace on Norwegian roads.
The contrast is therefore enormous to what has happened to the brand in recent years. There has been an abrupt halt in sales, at the same time that Jaguar has ended the production of all models.
SUCCESS: There are almost 8,000 examples of the Jaguar I-Pace on Norwegian roads. But there won’t be more. Photo: Broom.
Only one left
Now they are getting ready to start anew as a car manufacturer, with only exclusive and expensive models. It also has major consequences in Norway.
After having ten dealers around Norway, in the future there will only be one left: in Oslo.
This is confirmed by the import manager for Jaguar and Land Rover in Norway, Henrik Schanche, to the industry website Bilbransje24.no (subscription required).
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NORTH’S FIRST: Bilia Insignia in Oslo opened Norway’s first Jaguar Land Rover House of Brands last week. This will also be the only Jaguar dealer in Norway. Photo: Kyle Meyr.
Not coming until 2027
– In the future, Jaguar will be exclusively sold from Bilia Insignia in Oslo. This means that none of the other, former Jaguar dealers will continue. It may be that sometime in the future we will consider whether we will have a point of sale for Jaguar in Bergen, but first we have to get the sale of Jaguar going again, says Schanche to Bilbransje24.no.
It will also be a while. The first model from the “new” Jaguar is not expected until 2027. Jaguar’s ambition is now to position itself in line with Bentley. It does not bode particularly well for high sales…
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NEW ARRIVAL: The Jaguar Type 00 concept car was last week at Norgesvisitt, in connection with the opening of the JRL House of Brands. Photo: Kyle Meyr.
Unfortunate squeeze
What Jaguar is doing now has no parallel in the car industry. It comes after many years of major sales challenges and red accounting figures. Jaguar has long had ambitions to establish itself as a high-volume premium brand, in line with Audi, BMW and Mercedes. But they have never been able to do that.
Thus, they have also ended up in a very unfortunate situation. Development costs have been high, while sales have never matched. In the end, the Indian owner had enough and decided that the company should completely move away from this business model, and rather focus on an exclusive niche.
Quite frankly: I think most of the customers will disappear
Check what it costs now, read more in the article below:
