What happened to Jaguar?

I could write a book about what happened to Jaguar, but in short, what happened is abysmally piss poor management for decades. All of these so called car enthusiasts here yammering about reliability don't know their ass from their elbows. The cars as fine as anything else on the road at the moment and the reason you're seeing them lower on say - jd power reliability indices - is because the only folks that are left owning some think that apple carplay is some apple flavored playdough and a tire pressure warning on an especially cold day constitutes a service visit. Back to the topic though. Decades of mismanagement. When Ford bought them they had no idea what to do with the brand and it was at the time when the big US three were collecting European automakers like they were pokemon. By the time they had a somewhat solid strategy in place for JLR the recession was coming in like a wreaking ball and they had to shed all the execs weight. So instead of finally being able to capitalize on the then new XK, XJ, XF and the F-Type, they had to dump the brands asap to stay solvent. This wasn't a super hard sell for them, because at the same time, Jaguars stable mate - Land Rover - was taking off like a rocket. Lexus suvs were all painted in Jewish Racing Gold at the time, Mercedes just started with the GLS and there really wasn't another competitor for a high luxury large suv on the market, so Range Rovers were being sold faster than they could be produced. So the sale of the brands was tied together, you can get the gold mine thats LR, but you need to take Jag along for the ride. Then comes Tata, like a knight is poo colored armor. They came in in the deep end of the recession and things were looking bleak. Luxury car market fell by something like 60%. Ford had already spent all of the money on R&D for the upcoming Jaguar models and all that Tata had to do was continue with the plan, which they have. At that point, we got the 2010's line up of all new Jags that were actually very competitive on paper. When MB and BMW were nickel and diming you for every little thing - for instance, you want backup sensors? Buy a $5k premium package - all of this stuff was included as BASE equipment on the Jaguar side. That wasn't enough though, having a competitive car by itself wont sell the car, you need a powerful marketing strategy and a commitment thats good for at least 2 generations of a model. Think Genesis for a moment, first gen was a cut rate first gen was a cheap Hyundai Mercedes knock off, but the current gen is regarded as a real competitor. All of that was possible from committing massive marketing dollars and to the next generation of the product, even though the first one was a loss leader. Tata did not have the luxury of being a loss leader, especially during recession. That lead them to a pretty simple choice, when one of the two newly acquired brands is selling out like hotcakes, while the other requires a very serious decades long effort, it's a no-brainer. All that leads us neatly to today, where Jaguars are now a platform derivative of LR stablemates, with minimal investment. What hasn't helped recently, is that suvs and cross-overs became pretty much the new de-facto vehicle for anyone shopping for something new, which pretty much means that we're unlikely to see any new Jaguar sedans anytime in the future. We may see another sports coupe, but that's unlikely either, as that's also a niche market.