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”
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”
Jaguar used to be renowned for their warm and inviting cabins. No longer.
Jaguar’s current stream of new models is testament to the enormous sums being spent on reinvigorating the brand – unfortunately, the new car’s interiors make every effort to appear as though they were lowest on the list of priorities. A new family of combustion engines doesn’t come cheap. Neither does an all-new aluminium platform. But is that enough to explain quite why the cabins of Jaguar’s new-from-scratch XE, XF and F-pace models are so blatantly disappointing? Continue reading “Entering the Plastic Age”