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”
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”
The F-Type is not the quintessential modern Jaguar. This is.
Upon release, Jaguar made lavish claims about the significance of the F-Type. How it would become the fulcrum of the entire Jaguar range. How successive models would reference its styling. This has proved wildly inaccurate because on the basis of the two most recent model launches, Jaguar’s pivot point is not in fact the F-Type. It’s the XF. Continue reading “Jaguar’s North Star Saloon”