Last of England [3]

Understanding the X-Type.

Does X stand for expedience? Image: Autocentrum.pl

Given the unprecedented levels of investment, and the expectations of both maker and benefactor, the X-Type had a good deal of heavy lifting to do. Its eventual failure not only cost Jaguar dearly, it set the carmaker back to such an extent that it never truly recovered. X-type was commissioned with one overarching mission, to more than double Jaguar’s sales volumes, transforming the carmaker as a serious player in the luxury car market, especially in the US, where these cars had historically sold in large quantities. But the X400 misfired, falling well short of projections, and as it would transpire, fiscal break-even. How so?

A moment, if you will. Lest the following reads as a full-throated orgy of blue oval bashing, we should first Continue reading “Last of England [3]”