The Jaguar creation myth owes everything to this Autumn 1948 debutante.
In October 1948, a British industrialist stood nervously by as the assembled press and dignitaries gathered around the Jaguar stand at the Earls Court Motor show. On a plinth sat a metallic gold roadster of breathtaking simplicity and elegance of line. As the crowds gathered to swoon over the newly announced XK 120 Super Sports, Jaguar’s (as yet unknighted) William Lyons realised he might just have hit the big time.
Ah yes, creation myths. Usually a catalogue of unbridled success, but in Jaguar’s case, this was hardly the case. Because like most overnight successes, the XK 120’s was forged over some considerable time.
Creatives rarely enjoy being interrupted in their work. One easily loses one’s train of thought, the muse frequently escapes and it’s often difficult to Continue reading “Cat, Interrupted”
Running the gauntlet of endless repetition, DTW’s resident kitty-fancier asks, how do you solve a problem like Jaguar?
In 2005, a chastened senior Jaguar executive conceded that both they and their Ford masters had made a strategic error, admitting to British parliamentarians that they had jointly pursued “a failed growth strategy” for the heritage marque. Once this realisation hit home, the residents of Dearborn’s Glasshouse began a fundamental rethink of the leaping cat.
Amongst the changes wrought was that Jaguar would henceforth emphasise its sporting credentials, with the cars’ dynamic dial being shifted from traditional values of NVH isolation and ride refinement towards matters of incisive turn-in and outright handling prowess.
The second strand to this change of ethos lay in abandoning the chase for sales volume, pushing them further upmarket. The key to this transformation was to Continue reading “Gone To Earth”
It’s not easy being an automotive executive these days, but spare a thought for one in particular.
While life for Auto-industry bosses everywhere is, to put it mildly, challenging, the situation facing Jaguar Land Rover CEO, Dr. Ralph Speth appears to be steadily worsening. According to a recent Financial Times report, JLR will announce up to 5,000 job cuts across the UK business in the new year as the carmaker implements a three-year ‘Project Charge’ restructure – a drive to Continue reading “Think Fast Dr. Speth!”
In 1978, Pininfarina made one final pitch to gain Jaguar’s business. It didn’t succeed, but did it precipitate another, more tangled narrative web?
By around 1976 the automotive world had broadly coalesced around the belief that Jaguar’s XJ-S was, in stylistic terms a rather poor show from a carmaker renowned for being the business of beauty. It didn’t really matter that this particular set of shared assumptions had largely been formed by a UK and US press corps who had whipped themselves into a frenzy on the false premise that Jaguar would reprise the E-Type’s impact and ambition and by consequence required a scapegoat when reality proved somewhat different.
Blaming Jaguar was perhaps cathartic and while some argued the carmaker might have controlled the narrative a little better in the run up to the XJ-S’ announcement, in reality, the embattled residents of Browns Lane couldn’t Continue reading “Along Came a Spider”
The Jaguar S-Type was intended to spearhead Ford’s growth plans for the leaping cat. That didn’t quite work out as planned.
Now is the winter of our discontent: In November 2004, Ford appointee, Joe Greenwell faced a panel of hostile UK parliamentarians at the Trade and Industry select committee in Whitehall, seeking explanations for his parent company’s decision to Continue reading “Style Council”
The XJ6 was and always will remain the quintessence of Jaguar.
“All I try to do is make nice cars…” (Sir William Lyons)
Throughout its history Jaguar have produced faster, more visually arresting, more technically dense cars; indeed, more commercially successful cars (and with over 400,000 units built over three distinct series the XJ was successful), but it’s debatable whether they ever produced as complete a car. A forward looking design which transcended its convoluted gestation, last-minute revisions and troubled career to become something which far outweighed the sum of its parts.
In the spring of 1975, the XJ finally went on sale in coupé form, but the timing proved somewhat inauspicious.
From the point of inception, it had been Jaguar’s intention to produce the XJ in two door coupé form. Indeed, during 1967, Jaguar’s North American distributors stated that they were only interested in this body style. But with the XJ4 programme already a good 18-months behind schedule, and other BLMC programmes being accorded priority, PSF ceased development of the coupé body entirely.
A revised XJ appeared in late 1973, just in time for the sky to fall in.
At the 1973 Frankfurt motor show, Jaguar displayed the facelifted Series II XJ series, billed in the launch material as “the logical evolution of British Leyland’s most coveted car.” External revisions were largely confined to the nose treatment which lent the car a fresher appearance. The revisions were made partly with one eye to the XJ’s duration in the marketplace, but mostly in accordance with increasingly stringent US regulations. Continue reading “The Quintessence : (Part Seven)”
As Jaguar steadily broadened the XJ6’s appeal, the headwinds kept coming.
In 1968, when XJ launched, Jaguar was, in addition to future XJ4-derived models, seeking funding for a number of new product lines. These comprised of XJ21 – a V12 powered GT on the E-Type platform, XJ17 – an all-new compact 2+2 coupé and XJ27 – a large luxury coupé based on XJ4.
In 1972, Jaguar didn’t need to convince buyers of the XJ6’s virtues, but their BLMC masters had other ideas.
Marketing a car like the Jaguar XJ6 shouldn’t have been the most onerous of tasks. Demand for the car was enormous and the biggest problem facing prospective customers was getting hold of one. To some extent, Jaguar dealers were essentially order-takers and fulfilment houses. So while the rationale behind this print ad from the spring of 1972 appears somewhat ill-wrought, it isn’t as confused as the execution itself. Continue reading “Selling the Cat (short)”
Manufacturing was Jaguar’s fatal weakness. It would become XJ6’s undoing.
Through a combination of genius, skill, misfortune and at times, sheer good luck, the Jaguar XJ6 proved to be precisely what the market realised it wanted. Offering all the glamour and visual allure of the E-Type in a four-door package, customers quickly discovered it fitted their needs very nicely indeed. The trouble was obtaining one.
When Lyons sanctioned the model, he set production targets of a thousand cars a week. This would have amounted to slightly over 50,000 cars per annum, a figure Jaguar wouldn’t meet until the 1990s, and certainly one the XJ-series never came close to meeting – for a whole host of reasons.
The first of these manifested itself as Jaguar struggled to ramp up XJ6 production in the advent of the car’s launch. The XJ bodyshell was built at PSF in Castle Bromwich. Made up of hundreds of small pressings, the XJ shells were designed this way, firstly to Continue reading “The Quintessence : (Part Five)”
Fifty years ago this week, Sir William Lyons announced his magnum opus.
On the 26th September 1968, amid the opulence of the Royal Lancaster Hotel on London’s Bayswater Road, Sir William Lyons revealed Jaguar’s long-awaited saloon. Neither a particularly confident nor enthusiastic public speaker, the intensely private Jaguar Chairman was persuaded to record his introductory speech to the assembled dealers, dignitaries and members of the press, as the still secret new XJ6 was revealed over four successive nights.
The lavish series of functions climaxed with Guests being directed to a darkened function room where Sir William, picked out by spotlights, announced, “ladies and Gentlemen, I should like to introduce to you my new car.” The lights would then gradually brighten to reveal a single XJ6 on a raised turntable, surrounded by nine further examples arranged around the room’s perimeter. The reception throughout was rapturous, with dealers and motoring press alike lining up to Continue reading “The Quintessence : (Part Four)”
In 1968, Jaguar put all its saloon car eggs in one decidedly comely basket. We examine the likely causes.
In 1964, a series of factors led Sir William Lyons to take the momentous decision to replace Jaguar’s multiplicity of saloon models with a single car line, betting the entire enterprise upon its success. Retrospectively of course, one could say he needn’t have worried, but at the time, it must have been a deeply anxious moment.
In this second instalment, we examine the XJ6’s technical package.
Sanctioned in 1964, XJ4 was intended to launch in 1967, which seems in hindsight to have been a rather optimistic timescale. The project team would be led by Bob Knight, Jaguar’s senior development engineer and one of the finest conceptual minds of his era. The Browns Lane engineering department at the time was something of a collection of minor fiefdoms, most of whom Continue reading “The Quintessence : (Part Two)”
William Lyons’ masterpiece. In a series of articles, we celebrate an automotive high watermark as it marks its 50th anniversary.
“Without any doubt at all, the XJ6 is my personal favourite. It comes closer to than any other to what I always had in mind as my ideal car.” Sir William Lyons.
One bright spring morning in 1967, two men strode towards a lock-up garage in the grounds of an imposing Victorian stately home, amid the rolling Warwickshire countryside. As the dew shimmered on the immaculately tended lawns and borders of Wappenbury Hall, Sir William Lyons, Chairman, Chief Executive and spiritus rector regarding all matters aesthetic, led his European Sales Director, John Morgan to where Jaguar’s vitally important new car lay sequestered, in seemingly definitive prototype form.
Pininfarina’s 1973 take on the seminal Jaguar saloon wasn’t their finest hour. But while it served to highlight a fundamental weakness in the Italian carrozzieri’s business model, it did lead to something more worthwhile.
For the Italian carrozzieri it was a matter of intense pride that no manufacturer was creatively off limits, even one with as strong and universally lauded a design tradition as Jaguar. Predominantly the result of one man’s exceptional taste and unswerving vision, the craftsmen of Piedmont time and again Continue reading “The Cambiano Connection”
Bertone’s Marcello Gandini had about as much luck with leaping cats as he did with prancing horses; this 1977 proposal being another in a long line of cars which could have been Citroëns. So much so, it ended up becoming one.
Over time, the Italian carrozzieri made numerous attempts to reimagine the work of Jaguar’s stylists, but with decidedly mixed results and limited success. Pininfarina, Ghia and Bertone had reconfigured various Jaguar models during the 1950s, while Michelotti also once rebodied a D-Type along radically different lines. But despite Jaguar’s Sir William Lyons maintaining both cordial relations and a weather eye on the major Italian styling studios, it took Bertone’s 1966 S-Type based FT concept to really capture his attention.
The first complete Bertone concept by senior designer, Marcello Gandini, the four-seater coupé was seriously evaluated at Browns Lane in both styling and engineering terms, with the Jaguar board that year exploring possible production. Gandini, like many within the Italian design community was keen to Continue reading “Gatto di Caprie”
Clandestinely, a minor piece of both automotive and architecture history has been destroyed. And not in Italy either.
Austrian-American car importer, Max Hoffman, is best known for his crucial role in establishing European (mostly West German) car makers in the US market after the Second World War. What is less well known is the fact that Hoffman, was a bonafide connoisseur of architecture.
As such, Hoffman was particularly fond of the seminal work of Frank Lloyd Wright. For this reason, Hoffman commissioned the architect to Continue reading “Wright or Wrong”
Join these dots: It has worked well for Tesla, this big, five-door luxury car idea. Lexus has been able to sell hybrid V-8s since 2008. Land Rover has been competing for the top-drawer luxury market for at least twenty years or more. Five doors and luxury are not strangers to each other. Sales of conventional luxury cars are not what they were, not unless the Panamera nameplate is involved.
A (modest) commercial success, but ultimately a creative failure, the 2007 XF opened Jaguar up to a non-traditional audience, but in the final analysis, probably cast too many values on the fire.
By 2005, Ford’s ambitious growth strategy for Jaguar lay in tatters following a series of misguided creative decisions based on a discredited retro aesthetic. As Ford’s Premier Automotive Group began its slow dissolve, the storied luxury car maker’s consistent inability to Continue reading “The Death of Romance”
The XJ-S is a car which tends to crop up with some frequency on Driven to Write. Why this is so is perhaps debatable, (okay, it’s often my fault) but I suspect that its fascination is not only a function of its controversial shape, but also stems from a belief that its styling came about without precedent. But no car is developed entirely in a vacuum, or is it?
Not long did these two cars directly compete in the showrooms. Only in 1976 could one choose between a new, cramped 5.3 litre V12 2+2 or a new, cramped 2+2 with a 7.2 litre V8.
The two cars show how differently the same basic concept can be executed (Bristol and Ferrari are another two): the GT. The West Bromwich bolide benefitted from Touring’s neatly considered styling while Brown’s Lane’s leaper resulted from a tortuous process involving a number of hands (almost a Burkean contract between designers dead, designers living and designers yet to be). While the Jensen attained a homogenous look, the Jaguar resembles three very different ideas uneasily blended together.
Ford’s post-acquisition strategy for Jaguar was one of aggressive growth, but it came at some cost – particularly to their core model line.
Having taken a multi-billion dollar hit on the acquisition of Jaguar in 1989, Ford executives saw only one way out of the mess they have got themselves into. In order to gain the return on investment they craved, Jaguar would need to be transformed from a specialist 35-40,000 car a year business to one pushing out at least five times that number. To achieve this, they would need to Continue reading “Stretching a Metaphor”
As JLR moves further into the white space of seemingly infinite possibility, we ask a few awkward questions.
This week, Autocar exclusively reported the prospect that JLR is advanced on developing a more road-biased, Range-Rover-derived vehicle, said by the journal to be dubbed Road-Rover. According to journalist, Hilton Holloway, the forthcoming model, set to debut in about three years time, will be the first of a range of cars aimed at the top end of the luxury market. But one aspect missing from Autocar’s piece is Continue reading “To Boldly Go…”
Driven to Write (with little thought for his own safety) addresses the big one.
In every Jaguar aficionado’s lifetime he must approach X200 and try, really try to view it with something remotely akin to an objective gaze. Because, let us not mince words, it’s the Sargasso Sea of Jaguars. The mad aunt in the attic, the great un-namable. But has sufficient time elapsed to Continue reading “What We Talk About When We Talk About the S-Type”
The XJ and F-Type represent the rearguard of traditional Jaguar formats, but while one continues its slide, the other appears to be holding firm.
With Jaguar’s original E-Type latterly attaining the status of holy relic and given several prior attempts at reinvention, the onus on Jaguar to recreate it brooked no denial. So from its inception, F-type was intended both as an unabashed recasting, but moreover, the closest production approximation yet to Porsche’s all-conquering 911 in positioning and purpose. Continue reading “Consistent Cat”
Getting to grips with brand-Jaguar’s new hatchback by not talking about it. The real story is beneath the skin anyway…
One thing we cannot quibble with is JLR’s ability to get the most out of their platforms. The current LR-MS platform underpinning the new E-Pace is a prime example – maybe even a unique one given its convoluted ancestry – a matter possibly deserving its own episode of ‘Who Do You Think You Are‘. Shared with the current Range Rover Evoque and Discovery Sport, it is in effect a heavily re-engineered variant of the Ford-EUCD platform, one which continues to Continue reading “Now Arriving On Platform E”
My initial intention was to revisit a DTW piece from 2014 celebrating Matthew Beaven’s 2003 Jaguar concept. But further reflection suggested it made far more sense to start afresh.
It’s been fourteen years now since the Jaguar R-D6 concept debuted at the Frankfurt Motor Show – a debut I can recall vividly. After years of stylistic Disneyfication under the staunchly conservative guidance of the likes of William Clay Ford and J. Mays, here was the first clear indication that Jaguar stylists saw a way out of the retro straitjacket. Continue reading “Returning to a Theme – 2003 Jaguar R-D6”
People often accuse me of being overly critical about the current range of Jaguars and it’s true that I have been at times unsparingly harsh. I’ve said rather a lot on this subject in the past, but just for the purposes of clarity, and to reiterate, my issues with the current crop of JLR’s Jaguar-branded saloons and crossovers are as follows: Continue reading “Holding Station – Jaguar XF Sportbrake”
Two of the most distinctive cars of their time; bitter rivals, yet with much in common. Driven to Write counts the ways.
They couldn’t have looked more different, yet the fates of the Porsche 928 and Jaguar XJ-S were intrinsically bound. One seemed more like a car from the Cinzano era, the other from the future, yet both shared a purpose, appealed to the same customer base and lived out similar career paths – misunderstood and derided by those who didn’t expect their preconceived notions to be so roundly challenged.
Emboldeners of Jaguars are relatively few. Driven to Write profiles its foremost and longest-lived exponent – Arden Autombil.
In the German town of Kleve, close to the Dutch border, Jochen Arden founded his eponymous automotive business in 1976, trading in the usual Teutonic fare of VWs and MBs until 1982, when he took on a Jaguar franchise, prompting his initial forays into the arena of the aftermarket. By the early ’80s, Jaguar was painfully re-establishing themselves in the German market following years of stagnation under British Leyland when their cars came to be regarded by German motorists as being nice to look at, but really not fit for the purpose. Continue reading “Theme: Aftermarket – Stroking the Cat”
In 1964 my Dad made one of his visits to the USA and brought back with him ‘The Latest And The Greatest’ by Chuck Berry. At least that’s how I remember it but, as any Berry anorak will tell you, that album was a compilation record put together by Pye in the UK. So did they export it only for it to be returned, did my Dad become such a Berry fan on his visit that he bought it locally as soon as he came back, or is it all just a false-memory? You never can tell. Continue reading “Theme : Rivals – The Cat Takes The Bird”
Last week, JLR unveiled Velar, the most ambitious Range Rover variant yet. But Driven to Write asks, is there a cuckoo in the nest?
As the dust sheets were lifted off their new mid-liner, Land Rover CCO Gerry McGovern informed journalists, Velar is “the most car-like Range Rover we’ve done so far”. It also seems likely to become the crossover SUV that will convert customers who have so far proven immune to the crossover SUV contagion. Continue reading “Taking the Veil”
Being the quintessential British stalwart car, the Jaguar XJ serves as a poignant illustration of what constituted ‘the good life’ through the ages.
Germany has the Golf and S-class, Britain’s got the Jaguar XJ. A car that has been part of the automotive landscape for decades, all the while being adapted (to differing levels to success) to changes in tastes and demographic.
Jaguar’s XJ6 saloon was a landmark car. Its marketing did it justice.
Collecting brochures is, in the grander scheme of things, a rather sad pastime. One goes to great lengths to get one’s hands onto something that was supposed to have, at best, a short-term effect and be forgotten immediately afterwards.
As Jaguar 2016 sales hit unprecedented heights, we take an unflinching look at XE’s school report. History appears to be a particularly weak subject.
On the face of things, JLR’s once troubled Jaguar brand seems to be on the rise at last. Following massive investments in new product lines, underpinned by an entirely new aluminium-intensive modular platform and new diesel engines, the marque has posted global sales of 148,730 vehicles last year, up 77% on 2015 figures. And while brand Jaguar accounts for only 25.4% of JLR’s total volume, it represents the bulk of the overall percentage gain for the business as a whole during 2016. Continue reading “We Need to Talk About XE”
Some astonishing things get taken for granted. Mere existence justifies some wild ideas, which a priori, you’d not expect. Maybe it’s because Jaguars aren’t my core area of expertise I felt like I needed to be certain. Surely, I thought, I must be making a mistake. V12s are too complex and huge. V8 it must be… but that seems wrong, too American. Continue reading “A Jaguar for Sunday”
It goes well, is comfortable and has a pleasing interior. But alas, one thing somewhat spoils this car.
There are three ways a used car can be a bit rubbish. We usually see them (1) edging into decrepitude and (2) we can see them as bad as their maker intended. In this little item we see Category 3…
Customisation. I assume that this is a customer-led effort: a Jaguar X-type with a two-tone paint job. ‘Angry of Brown’s Lane’ will write in to say it the car is obviously a special edition to mark the 20th anniversary of Jaguar’s decision to move back to metric measurements again**. Continue reading “Something Rotten In Denmark: Two-Tone X-Type”
Second guessing Sir William on styling matters rarely succeeded. This Bertone concept was no exception.
For decades, innumerable coachbuilders tried their hand at re-imagining Jaguars with varying degrees of success. Frankly, even the best of them failed to match, never mind exceed an on-form William Lyons. After all, Jaguar’s founder and stylistic torchbearer possessed a personal vision coupled with an uncanny eye for line which not even the finest Italian carrozzeria could rival. Only Lyons really knew how to shape Jaguars – a matter which became embarrassingly clear in the aftermath of his passing. Continue reading “Coventry via Turin – 1966 Jaguar 3.8 FT by Bertone”
The story behind the Jaguar 420 may be more interesting than the car itself, but this may belie its significance.
Often portrayed as a decade of unbroken success, the 1960’s were troubled years at Browns Lane. The halo provided by the E-Type masked faultlines elsewhere – especially in the area of new product development. Jaguar’s 1961 Mark Ten saloon, their most ambitious and expensive model programme yet had proven a commercial failure. But by mid decade, matters were equally worrying for its compact saloon stablemate in their most crucial export market. Continue reading “Saving Grace – 1966 Jaguar 420”
Is this the end of history? Well, it’s about time…
It’s the old story. You wait ages and then along comes two positive Jaguar news stories at once. First was the announcement that over the three months to September, global Jaguar sales rose 84%. It’s unclear at this point whether that translates into anything of significance, but yesterday’s announcement of the I-Pace concept at the Los Angeles motor show was a cat of an altogether different stripe. I’ll be honest with you, I-Pace is a shock, but not for the reasons you might imagine. Continue reading “Electric Shock – Jaguar I-Pace”
In the last of this series, Jim Randle describes a Jag with a jinx, XJ40’s presentation to the press and outlines his principles for suspension design.
During Jaguar’s brief period of independence, senior management were tasked by Chairman, Sir John Egan to spend time at dealerships, selling cars, meeting customers and seeing issues first hand. Randle was a keen adherent of this policy, holding the record for the most cars sold in one evening. I wondered if he identified himself or chose to remain incognito. Continue reading “Thirty Times ’40 – Jim Randle Interview : Part Four”
In this second part of our interview with Jonathan Partridge, XJ40’s foibles come under the spotlight.
If Partridge views XJ40 with a degree of ambivalence today, it’s partly that his team dealt with the bulk of negative customer feedback firsthand, and on early cars, it didn’t always make for very edifying reading. “A lot of features were good, you know: corrosion protection, anti-lock braking yaw control, the rear suspension, [but] then the whole electrical thing with low current earth line switching and all the micro-computers was ambitious and at the end of the day I guess they over-stretched themselves.Continue reading “Thirty Times ’40 – Jonathan Partridge Interview – Part Two”
In part three, Jim Randle speaks candidly about what was possibly the XJ40’s most controversial aspect – its advanced electronics system.
It’s been suggested in the past that Jaguar were over-ambitious in attempting to introduce electronic controls into XJ40 when this technology was still in its infancy, but Jim Randle points out a key precedent. Preparing XJ-S prototypes in the early 1970’s, he produced a carburettor and an electronically controlled version for comparison purposes, making the following discovery. Continue reading “Thirty Times ’40 – Jim Randle Interview : Part Three”
As we continue our XJ40 commemorations, we examine the car through the prism of sales and marketing with Jaguar Heritage’s Jonathan Partridge.
There’s more than one dimension to the back story of any car. Up to now, we’ve concentrated primarily on the ’40 from an engineering perspective, but today, we examine the car’s legacy with Jonathan Partridge, former Product Strategy Manager who over a lengthy career at Jaguar, oversaw the marketing strategy for a host of saloon programmes, culminating with the 2007 XF. He is currently Vehicle Collection & Communication Manager with Jaguar Heritage at its Gaydon nervecentre. Continue reading “Thirty Times ’40 – Jonathan Partridge Interview – Part One”