Today Luka Jovic signed for Real Madrid despite being linked with a move to Barça over the last few weeks. In fact, the reason he isn't holding up a Barcelona shirt is because the club walked away from the deal. The main reason was because he didn't fit the profile of striker Barça were looking for. Another reason was due to the increasing cost of the transfer.
It's true that Jovic was watched on various occasions by the club's scouts but the verdict was clear: he didn't match the profile they were looking for. His price, considered excessive, didn't help either. Those are the two main reasons behind Barça's decision not to sign the Serbian striker.
Barça are looking for a striker with better movement
The scouts didn't say Jovic lacked quality or didn't have enormous potential, quite the opposite. In fact, Barça were first on the scene when the striker began to hit the ground running at Eintracht Frankfurt. Paris Saint-Germain and Real Madrid soon registered their own interest. The reports all concluded that Barça needed a different type of striker.
Jovic is seen as a pure '9', a killer in the box similar to Luis Suarez, but that isn't what the club wants from a new striker. What Barça want is a forward who can drift out wide and leave spaces for a main striker.
Real Madrid needed a natural striker, who would remain up top, something which can't be said of Benzema who naturally drops back. Barça turned him down and Los Blancos decided the Serbian was the man they needed.
He was considered expensive for someone who wouldn't be a guaranteed starter
The rising cost of the transfer was another major issue. Madrid paid €60m plus another €5m in variables, the same deal offered to Barça.
Although it was an affordable sum of money, similar to what Valencia are asking for Rodrigo, Barça believe it is expensive for a striker who isn't going to be a guaranteed starter next season. We've also seen how difficult it can be for new signings to fit in at the club.
For this reason Barça turned down the striker, despite being young with high potential, and decided to look elsewhere. He just wasn't the right man.