‘Jaguar should sell cheaper rebadged MG electric cars’

‘Jaguar should sell cheaper rebadged MG electric cars’

Category : ,

I’ve long been calling for revolution in the UK’s 5,000-strong franchised dealer network. And true enough, there have been some changes lately – everything from plush new showrooms and waiting areas to inevitable growth in online sales.

The rise of leasing versus outright purchase is also important. And the same goes for the arrival of pure-electric cars, of course. But, to date, all this is more like slow-burn evolution than fiery revolution, right?

To illustrate the point, so far this year, 88 per cent of new-car customers have chosen NOT to buy or lease pure EVs. So the conclusion has to be that such vehicles are still doing little to dramatically shake up the showroom scene in the UK. Shame, that.

But weirdly, and strangely deliciously, it’s fierce, in-house family feuding at some of the world’s leading automotive clans that’s resulting in a new and very different car-retailing climate. 

In one sense, in a year dominated by low confidence and financial crisis, it would be daft to imagine that premium Audi products built in comparatively low volumes could possibly outsell VW-branded cars piled much higher and sold more cheaply. Yet that’s what’s been happening in Britain over the past five months. And in a similar battle, Kia continues to do the unthinkable by beating Hyundai.

Think of this sibling rivalry as automotive family wars in the showroom – with consumers rightly exploiting the battles as they sensibly pursue the best deals available. Good on ’em, I say.

When it comes to JLR firms selling products to paying customers, Land Rover (armed solely with a line-up of SUVs) absolutely slaughters Jaguar (despite its wider array of sports cars, saloons and SUVs). However, these two famous British marques both sold 42 per cent fewer cars here in the first five months of 2022 compared with Jan-May 2021.

My concern for Jag grows even deeper when I find that it now moves little more than 1,000 cars a month in the UK, thereby burdening itself with an unacceptably low market share of less than one per cent. And although Land Rover has a near-three per cent slice of the pie, the SUV maker has to ask itself how a comparatively downmarket, former relative called MG came from nowhere to overtake it in the new-car sales table this year.

Product and desirability-wise, MG is in a far lower league, but it is a serious SUV player, and sales are up by a hugely impressive 80 per cent year on year. Also, MG is way better at selling EVs – Land Rover has none – and at prices within reach of private buyers.

Of course, the weirdest-ever new-car market, with the supply of many new models severely restricted by a lack of certain parts, has to be overlaid across all of this. And JLR is, quite rightly, prioritising higher-margin Land Rovers over lower-margin Jaguars.

I also know Jaguar is going upmarket, but why not cheaper models, too? They could be facilitated by MG, with modified, restyled and rebadged Chinese-built EVs. Why not? A dab of well intentioned anarchy in the UK from Indian-owned JLR aided and abetted by China could be a part of the showroom revolution buyers in Britain need and deserve.

Click here for our list of the best electric cars on sale…

Source : Autoexpress.co.uk
Tags :
Best car manufacturers 2022

Best car manufacturers 2022

Category : Best cars, Car Reviews

We’ve already run down the top 75 new cars to own in [..]

Speed limiters on all new cars from next week: know the rules and how they work

Speed limiters on all new cars from next week: know the rules and how they work

Category : Car News, Car Reviews

Could speeding on UK roads be on the way to becoming a [..]

2023 BMW X6 M facelift spotted testing on Nurburgring

2023 BMW X6 M facelift spotted testing on Nurburgring

Category : Car Reviews, Newsletter

BMW’s X6 is undergoing a mid-life refresh for 2023 and following closely [..]

New 2022 Citroen e-C4 X arrives as practical electric fastback

New 2022 Citroen e-C4 X arrives as practical electric fastback

Category : Car News, Newsletter

Adding to its growing all-electric offerings, Citroen has revealed a new model [..]

New Car Awards 2022: Tuesday 5 July

New Car Awards 2022: Tuesday 5 July

Category : Best cars, Car News

It’s time once again to celebrate an amazing 12 months of new [..]

“Red Bull misses the point with multimillion-pound track car”

“Red Bull misses the point with multimillion-pound track car”

Category : Best cars, Car News

I’ve always seen Red Bull Racing as a team of the people [..]

New Honda Civic 2022 review

New Honda Civic 2022 review

Category : Best cars, Newsletter

The all-new, all-hybrid Honda Civic is an impressive piece of engineering that [..]

Best car glass cleaners 2022

Best car glass cleaners 2022

Category : Car News, Newsletter

Cleaning glass is the final touch in valeting a car because it [..]