Missing the Marque: Jaguar XE and E-Pace

The scale of Jaguar’s failure in the vital compact premium market is now clear.

Image: stratstone.com

The car that established and defined the compact premium market segment was, I would argue, the 1982 BMW E30-generation 3 Series. There had, of course, always been sporting saloons from European manufacturers that were regarded as a cut above the mainstream, for example Alfa Romeo’s lovely 1962 Type 105 Giulia but, outside their home market at least, sales of such cars were always modest, hence they offered the benefit of exclusivity to their buyers. The genius of the E30 and subsequent generations of 3 Series was that they were able to sell in very large numbers while still remaining desirable and aspirational.

The E30 also benefitted hugely from the emergence in the 1980s of a new tribe of potential customers, the so-called ‘Yuppies’(1). These individuals were a product of financial markets deregulation that created a boom in highly-paid jobs in financial services on both sides of the Atlantic.

Yuppies were characterised as highly ambitious individuals who enjoyed the benefits of their new found wealth. They were also very competitive and status-conscious, so needed to Continue reading “Missing the Marque: Jaguar XE and E-Pace”

A Golden Fleecing

Ninth-life expired?

Image: drivespark.com

My mood, like the weather, was drab. My eyes searched in vain for a hint of colour, something other than the pervasive and oppressive greyscale of an English January day, to lift the spirits and provide some inspiration. Jaded, yet ever hopeful, as Shank’s Pony took me hastily back to work to consume my lunch, there in my gaze lay a sorry sight. It was as lacking in vitality as your author at that moment, so one had to check twice to ascertain that the creature still lived. 

Approaching closer, one could feel the residual heat from the front grille – there was life but you’d be hard pressed to Continue reading “A Golden Fleecing”