[GuidoK]

Moving up market to compete with AM and Bentley without a well selling mainstream model to give a steady cashflow sounds to me as a plan destined to fail....

They already have a hard time competing against BMW/Audi/Merc....or arguably Porsche

This decision probably comes from the need to go all electric, and not being able to compete with brands like Tesla, Lucid and what the german 3 are going to do, not compete on price and not on volume...
But to go against AM, Bentley, and thus also more or less RR, Lamborghini and Ferrari....
Jaguar is just not exclusive and bespoke enough for that. And all these brands also need the backing of a major automotive manufacturer to exist and share technology etc.

Too bad we're living in an era that people with money rather have a boring bulky SUV than a low slung sportscar or supersedan that goes around corners....