Jaguar Land Rover is truly a tale of two brands. On one hand, Land Rover, the sole brand that sells only premium SUVs, is in the sweet spot of having an array of vehicles that customers want to buy. SUVs, pickups and crossovers account for almost 70 percent of the U.S. new-vehicle market.
Jaguar, on the other hand, despite having three crossovers in its lineup, is still best known for its sports sedans and sports cars. The transition to crossovers and electric powertrains has not been a smooth one.
The battery electric I-Pace crossover has won a trophy case of awards but has been a slow seller and is a vehicle many dealers can't move at a profit. The entry level E-Pace crossover has also posted low sales compared with its main competitors.
With the Land Rover Defender back in the lineup, the redesigned Range Rover Evoque flying off dealership lots and the evergreen Range Rover racking up huge sales and profits, Land Rover is carrying the company as Jaguar continues to retool.