With each passing year the Jaguar XJ becomes less relevant. Why has the world fallen out of love with Jaguar’s big saloon? Driven To Write investigates.
As the world’s least influential Jaguar commentator, I’ve been pointing out Jaguar’s ‘Groundhog Day’ tendencies for some time now. Back in 2009, I drew comparison between the newly announced (X351-series) XJ and its distant forebear, the 1961 Mark Ten saloon; the nub of my argument being the new model could not be judged against any prior XJ model, but rather it should be viewed through the prism of its unloved sixties progenitor. Some five years on, it pains me to conclude the current XJ is cleaving to the Mark Ten template more faithfully than anticipated; easily as disheartening a commercial failure as Jaguar’s former flagship.
It’s worth pointing out however that as a model line, the XJ has been in consistent global sales decline since the turn of the millennium. Actually, the XJ’s sales glory days date back to the XJ40 era. Tracking the sales figures, there have been temporary uplifts coinciding with new model introductions, but the overall trend has been downwards, culminating last year in combined US and European sales of a paltry 6234* units. According to Autocar‘s Hilton Holloway, about 20,000 new XJ’s found homes in 2014, the bulk of them now in China. How is it that Jaguar’s former best-seller could have suffered such a sales collapse?
Well for a start, it’s far too big. Since its inception, the XJ has consistently grown, now measuring 5127 mm in length, (5252 mm in long wheelbase form); an impractical size for European streets. In fact, every time the XJ has expanded, it has sold in smaller numbers; the current model being the slowest-selling series ever. The original model measured a compact 4813 mm, less even than the current XF; a model which has essentially taken over its mantle. The XJ also suffers from something of an identity crisis. Widely viewed as the drivers car in the segment, it presupposes a plutocratic interest in driving dynamics. Jaguar felt the need to reaffirm their sporting credentials, yet spiritually, the XJ was always as much about quietness, refinement and sublime ride comfort as it was about dynamism. Furthermore, what’s left of a shrinking market dominated by the hegemony of the Mercedes S-Class is now hotly contested by Porsche, BMW, Audi and Lexus. All of whom offer highly competitive rivals. If Jaguar is offering something different, it either isn’t different enough or it’s not the kind of different the market wants.
Obviously we cannot ignore the subject of appearance either. The current XJ is a car even it’s most ardent adherents will concede doesn’t entirely hang together from every angle. Overall, it’s an imposing, dramatic and confident shape, conveying an elegance and visual daring its rivals conclusively lack. It also hasn’t aged a jot in five years. Nevertheless, those who dislike its appearance absolutely detest it. Half way through its career, it’s increasingly difficult to ignore the suggestion that this has harmed it in perhaps the most conservative market sector of all.
The XJ will receive a minor facelift later this year, giving it about another three to four years in the marketplace. Its likely replacement is likely to cleave to the current model’s overall dimensions and positioning; the word from Jaguar suggesting it will be another statement design, signalling the next phase of Jaguar’s visual evolution. All very well, but addressing the styling alone ignores other, equally pressing issues.
If the Mark Ten taught Jaguar anything, it’s the market for a Jaguar limousine simply doesn’t exist. A lesson Jaguar appeared to have taken to heart with early versions of the XJ series, which were nimbler, more compact machines. Which begs the question: is the XJ in its current form a moribund concept? Because if you’re VW, a loss-leading flagship can be justified in credibility terms with costs written off. Can a more fiscally straightened JLR justify doing likewise, especially given the Range Rover’s increasing reach and desirability? Jaguar learned a tough lesson in the sixties. It’s clear they need to look back into their history books again and relearn.
Where now for the XJ? Driventowrite examines Jaguar’s options here
History repeats. Driventowrite profiles the Jaguar Mark Ten here
*2014 sales figures via Left-lane.com/Goodcarbadcar.net