(The table is a bit misaligned. I assume the last two columns are 2016 and 2017)
You asked if Jaguar is being successful, but then you presented data on only one of Jaguar's 5 main products.
I think the short answer is that, volume wise, Jaguar is achieving success, while the XF model is seeing a marked decline in sales.
Products go through cycles, and right now the F-Pace is the "hot" product and the XF, XF, F-type are stale and the XE is OK.
It also used to be the only car, that Jaguar sold. And four door saloons used to be very popular without the competition from SUV's and other car types. That explains the general fall in the sale of the XF during the last many years. I agree, that the current model is showing it's age. Despite that, I don't think this table shows a dramatic decrease in sales. It goes a little up and down, but that's normal. The sale of the XJ in the US was actually even better than the two years before in October, November and December.Does the XJ still exist?
It used to sell 10 times that volume in the US. It is a fat ass ugly **** that no one buys.
Well, alright. If you really want to, what do you call it, nitpick(?). So apart from the XJ, Jaguar sold one (1) car. A sports car, which was unpopular and getting long in the tooth. But from 1970 to 1998, that is 28 years, the XJ was the only saloon car, that Jaguar sold. Jaguar has never had a lot of models to sell. Apart from, perhaps, at one point in the sixties.The entire current generation of the XJ has never sold well in the US. It was completely rejected by buyers. It is used sometimes in fleets for car service, but even that is rare.
The XJ has never been the only car that Jaguar sold. The XJ used to sell very well with the XK, X-type in the line up in the previous generation. The new fat-ass, barge style, blacked out c-pillar turned buyers off.
Profit is supposed to be the sole measure of success for a business.The term "success" is relative. Jaguar will never outsell the Germans so if we simply use volume of sales then it probably isn't successful. However Jaguar makes interesting cars as alternatives to the Germans that are great to drive and allow the more discerning motorist some individuality. Therefore as their sales are increasing year on year with these great models then yes it is success in my opinion.