Jaguar’s compact post-Millennial contender misfired badly. We look back on the X-Type and reconsider its legacy.
New Jag Generation.
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 “The Last of England”
Mercedes-Benz would never build another car like the 1991 W140 S-Class.
European automotive industry watchers, motoring journalists and the public were amazed that Mercedes-Benz could launch such a large and profligate flagship in the teeth of an economic recession and growing environmental concerns. Journalists’ preconceptions and reservations about the size of the W140 were, however, seriously challenged when they drove the new S-Class. While they had expected that it would be beautifully built from the highest quality materials and would Continue reading “Der Zenit (Part Two)”
The 1991 W140 S-Class was a technological tour de force, and possibly the finest car Mercedes-Benz ever made. Its arrival was also painfully mistimed. We remember the Uber-Benz on the thirtieth anniversary of its launch.
The arrival of a new Mercedes-Benz S-Class was always a seminal event for the automotive industry. It often heralded the introduction of new technology and safety features that would subsequently be adopted by other Mercedes-Benz models and, eventually, by its lesser competitors.
The 1959 W111 predecessor to the S-Class was the first car to feature a rigid passenger safety cell with front and rear crumple zones, to slow the deceleration that occurs in a high-speed impact and dissipate the kinetic energy released(1). In 1978, the W116 S-Class was the first car in the world to Continue reading “Der Zenit (Part One)”