Jaguar, Jaguar… oh, where art thou, Jaguar? Nowhere. The company was systematically dismantled and now survives in a farcical state. Mass production ended 18 months ago, replaced by a fantasy strategy built around low-volume EVs that nobody wants and even fewer understand. In perhaps the clearest sign of complete corporate detachment, Jaguar intends to charge $150,000 for an electric sedan supposedly designed to launch the brand into the future.

The problem? Jaguar has no future.

The marque peaked in the 1960s. Everything since has been a slow-motion collapse interrupted only occasionally by flashes of brilliance like the XJ220. Beyond that, the story has been one of arrogance, confusion, and terminal decline.

Ownership changed. Executives changed. CEOs came and went. Yet the outcome never changed because the underlying delusion never changed: Jaguar believed it could beat BMW and Mercedes-Benz simply by being British. It could not. It never could.

Then they hired a German to fix it, and even he could not beat the Germans. There is something darkly comedic about that.

Still, the fantasy rolls on. Jaguar now issues statements about future statements, endlessly promising reinvention while the company itself quietly evaporates.

The latest masterpiece of corporate theatre is the Type 01, scheduled to arrive in early 2027. Apparently nobody inside Jaguar has noticed they are years late to the luxury EV sedan market. Worse still, Jaguar seems convinced it can build an ultra-luxury EV superior to a Rolls-Royce at half the price.

Meanwhile, Chinese manufacturers are already producing EVs with better technology, better quality, better software, better batteries, and better value — for a fraction of the cost.

Everyone in the British motoring press knows the Type 01 is headed for disaster. They simply will not say it out loud because Jaguar’s marketing budget still keeps magazines alive. Advertising revenue buys silence, access, and carefully managed optimism. As a result, Jaguar executives continue to mistake media politeness for public enthusiasm.

But politeness is not demand, and nostalgia is not a business model.

And so the inevitable approaches. Jaguar will sink beneath the weight of its own delusion, and the Type 01 will stand as its final epitaph — the last expensive mistake from a company that mistook branding exercises for reality.

Evening all…