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?
Jaguar’s compact post-Millennial contender misfired badly. We look back on the X-Type and consider its legacy.
In car manufacture, there can be no success without failure, each new model an educated shot in the dark, each failure a reproach, all the more so should the product in question represent a new market sector for its maker. Moving downmarket carries greater risk, for the virtues to which customers have become familiar and value most must be offered in diminished form. Nor does development cost fall, any gains being rooted in volume and economies of scale. Furthermore, once a business has taken such a step, there really is no going back.
To some extent therefore, the X-Type irreparably damaged brand-Jaguar, the carmaker never quite recovering from the financial losses incurred by the X400 programme. The figures involved are sobering. According to a study carried out by corporate analysts, Sanford C Bernstein a number of years ago, Jaguar allegedly lost €4600 on every X-Type sold – an overall loss amounting to over €1.7 billion.
Widely viewed as Jaguar’s deadliest sin and the butt of derision amongst the more sensationalist automotive press, the story behind the X-Type’s less than charmed career is not only more complex than is often told, but deserves a less emotive, more nuanced telling. But beforehand we must first Continue reading “Last of England”
The 2001 Fiat Stilo was an attempt to take on the Golf at its own game. It missed by a country mile. We recall Fiat’s millennial C-segment failure.
Ever since its introduction in 1974 and over eight different generations, Volkswagen’s C-segment stalwart has been always readily identifiable. There have been variations in the quality of execution, but all retained enough distinctive DNA to make them unmistakably part of the lineage. This was about more than just appearance. It encompassed dynamic characteristics as well as the cars’ tactile and aural qualities.
The 2001 Citroën C5 was a spacious, comfortable and practical large car. It was also unforgivably frumpy looking. DTW tries to muster some enthusiasm to celebrate the twentieth anniversary of its birth.
The early 21st Century was a lean time for Citroën design. The company’s glory days of the DS, SM and GS were a distant memory. The sensible men in grey suits at Peugeot, which had owned Citroën since 1975, had repositioned the company as a purveyor of automotive white goods; sensible value-for-money appliances like the 1996 Saxo and 1997 Xsara, whose most attractive features were the deep discounts and cheap finance deals used to Continue reading “Objects you Cannot Polish”