Jaguar's title sponsorship of Miami Art Week showcased its Type 00 concept car, symbolizing a pivot to electric vehicles while struggling to recapture the luxury market.
With only 8,348 cars sold in the U.S. in 2023, Jaguar's sales have plummeted nearly 80% since 2017, highlighting a significant decline in brand relevance.
Jaguar's current lineup largely consists of outdated models, underscoring the brand's struggle to compete against established rivals like Mercedes and BMW in the luxury segment.
The automotive landscape has shifted away from sedans and sports cars, which poses a fundamental challenge for Jaguar, traditionally known for these types of vehicles.
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