Theme: Concepts – Jaguar’s Lost Gamechanger

Driven to Write takes the Sir William test with Jaguar’s 2003 R-D6 concept and asks, could it have been Coventry’s TT?


Most concept cars are created to invite a dialogue with the customer about the future, or at the very least, nudge them towards one the manufacturer has already committed to. However, in the case of the concept cars prepared under the design leadership of Ian Callum, it was a bit more like forensic research. With Jaguar’s styling atrophied under the weight of over two decades of introspection, it was a case of asking; ‘what would Sir William Lyons have done?’

‘The Sir William test’ is habitually applied by marque enthusiasts whenever a new Jaguar production car or concept arrives on the scene but when Jaguar’s Advanced Design studio debuted the R-D6 at the Frankfurt motor show in 2003, it was one the design passed with ease. An evolution of the 2001 R-Coupe, the Matthew Beaven-styled R-D6 was a dramatic departure from the luxury coupé norm and an entirely fresh concept for a latter-day Jaguar.

A four-seater coupé combining (relatively) compact dimensions, short overhangs and the sort of poised and planted stance that had been missing from Jaguars for decades. The voluptuous shoulders and cropped tail suggested the E-type without being shameless about it, even if the ‘coffin-lid’ hatch was a straight lift from the fabled Sixties icon.

In short, and to coin Jaguar’s own advertising – R-D6 was gorgeous. Coupled with an interior style as far removed from Jaguar’s traditional gin palace environment as was then deemed possible, here was a Jaguar that spoke of an edgier, more urban aesthetic, one that suggested exactly where Inspector Morse could go take a running jump.


It was an open goal for Jaguar – none of its rivals were producing anything even remotely similar and had it been possible to put a version into production, it would have undoubtedly have become as transformative a model line as Audi’s TT. However, by 2003 Jaguar was (inevitably) making huge losses and their Ford paymasters had no stomach to bankroll such an unproven and risky niche model. Besides, they had yet to be convinced that Jaguar’s retro stance required recalibration, so R-D6 was as much a statement to them as to the wider public.

Since taking control of the Jaguar name from the Ford Motor Company, their current JLR masters (F-Type apart), have elected to concentrate on the core range. This is an expedient course of action given Jaguar’s current volumes and profitability, but it’s worth pointing out that the Jaguar’s enthusiasts revere were anything but mainstream.

What the marque lacks is a model that can really ignite people’s passion again. To do this they need to take risks, but there appears to be little appetite at JLR for that. Perhaps R-D6’s moment has passed anyway. When you see the likes of Audi, on the back of a positive reception for the TT Sportback at the recent Paris show admit they’ll probably realise it as a crossover, you know where the market is heading.

Jaguar R-D6.

It’s likely then that the closest we’ll get to seeing a production R-D6 is Jaguar’s forthcoming crossover, and even then, any resemblance is likely to be tenuous at best. Yes, it’s a terrible pity, but it recognises how much the market has shifted in the eleven years since R-D6 emerged.

But returning for a moment to the subject of Sir William, for him, art always came a close second to business. Therefore, had he believed the model he needed was a crossover, he’d have moved heaven and earth to make one. That’s worth remembering when Jaguar launches its version of the breed in about eighteen month’s time.

Meanwhile, those of a more romantic bent will continue to stare longingly at R-D6 while pondering vain hopes – and perhaps shed the occasional tear.

Author: Eóin Doyle

Founding Editor. Content Provider.

One thought on “Theme: Concepts – Jaguar’s Lost Gamechanger”

  1. Somehow, the adjectives that I feel should be applicable to any Jaguar to pass the Lyons test are ones that are essentially pejorative but, in the case of a good Jaguar, not really so. I might suggest ‘flash’ but probably better is ‘louche’. There should always be something slightly disreputable about a good Jaguar that a BMW or Audi can never offer. Commercially this needs to be counterbalanced by more respectable virtues (reliability is always a good start), but a Jaguar should have a veneer of decadence about it. Of the current range, only the XJ pulls this off. The XF and XE are rather too sensible.

    Based on that, the R-D6 is too practical. The truncated rear end suggests a desire to fit in and be accepted. A proper Jag should sprawl a bit, taking up a bit more space than it really should, if its manners were better. But they’re not, and it’s not ashamed. Against that I still find the concept highly appealing, so maybe this could have suited a slimmed-down bounder for the new millennium.

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