Join Date: Dec 2018
Location: Southwest, Florida USA
While the uptick in monthly sales is encouraging, and sales of the I-Pace don't warrant any "bust" conversation, the press loves to create that impression.
People who WANT a Jag typically DON'T WANT an EV.
People who WANT an EV aren't thinking Jag, and unwilling to put their faith in new technology from a brand who's reputation for reliability is subpar.
Awareness is really Problem #1. 7 out of 10 people who ask me about the car didn't even know Jag made an EV.
Dealer training/knowledge/incentive is Problem #2, although after a year on the market (in U.S. anyway) this should be improving.
Misinformation about lack of charging networks, home charging costs, fire risk, range anxiety - all overblown and hurting all non-Tesla EVs.
Let's not forget this is a pricey, luxury vehicle... never intended to be the 3-series BMW of the 80s and 90s. (that's the Model 3)
Mercedes and Audi played to their existing audience with boring, safe (design-wise), and underwhelmingly non-EV-ish EVs. Their EV sales lag, too.
Oh, and let's not forget JLR's near complete lack of MARKETING. ???
Let's just accept the I-Pace for what it is: a daring, beautiful and groundbreaking EV, surprisingly from a minority luxury player who managed to beat its rivals to market but neither overcame its speckled reputation nor took advantage of the deluge of international awards (60+) bestowed upon it in its first year on market.
When the I-Pace first came out, it touted a $69k starting price as nearly HALF the price of the Model X P100D, now they are much, much closer in price (especially the FE or HSE, which can reach mid 90s out the door - thank God for the Federal Rebate!)