Big Time

Further observations on Lexus’ 1989 gamechanger.

(c) : carsguide.com.au

Attempting to second-guess the United States customer has been the rock innumerable carmakers have perished upon over the past fifty years or so. It ought to be quite simple really. Large capacity engines, plenty of equipment, a sense of visual definition or style coupled with ease of operation. Durability too, since vehicles are likely to do large mileages in often hostile climatic conditions amid owners sometimes averse (it’s been alleged) to the prospect of preventative maintenance.

So much for generalisations, but those who have wilted under America’s often unyielding glare have largely failed to sufficiently cover the basics. Not so the Japanese, who like the Europeans before them learnt the hard way not only how difficult the US market can be to crack, but also how lucrative it could be if you Continue reading “Big Time”

The Quintessence : (Part Three)

In 1968, Jaguar put all its saloon car eggs in one decidedly comely basket. We examine the likely causes.

(c) forum-auto

In 1964, a series of factors led Sir William Lyons to take the momentous decision to replace Jaguar’s multiplicity of saloon models with a single car line, betting the entire enterprise upon its success. Retrospectively of course, one could say he needn’t have worried, but at the time, it must have been a deeply anxious moment.

How did this state of affairs come to pass? To answer this, we must Continue reading “The Quintessence : (Part Three)”

Catastrophe

Jaguar’s commercial ambitions reached their zenith with this famously unsuccessful 1961 saloon flagship, whose legacy resonates to this day.

Image via Jag-lovers
Jaguar’s most influential car ever – from a styling perspective at least. Image credit: Jag-lovers

Some six months after the euphoric launch of the E-Type, Jaguar launched this radical saloon. Given the project name of Zenith, Mark Ten was a dashingly modern, dramatically styled leviathan of a car, conceived specifically for the North American market. Famed for his astute reading of market trends, Jaguar founder, Sir William Lyons didn’t believe in customer clinics or product planning. The Mark Ten was his vision of a full-sized luxury Jaguar Saloon – bigger, more opulent and technically sophisticated than any European rival. Continue reading “Catastrophe”

Twilight of A Champion – The Decline of the Jaguar XJ

With each passing year the Jaguar XJ becomes less relevant. Why has the world fallen out of love with Jaguar’s big saloon? Driven To Write investigates.

Gratuitous hero shot of X351 ahoy! The remarkably unsuccessful XJ. Image via topnewsupercars
Gratuitous hero shot of the current XJ. Remarkably unsuccessful. Image: topnewsupercars

In 2009, the world’s least influential Jaguar commentator drew comparison between the newly announced (X351-series) XJ and its distant forebear, the 1961 Mark Ten saloon. The nub of my argument was that the new model should not be judged against any prior XJ series, but instead through the prism of its unloved sixties progenitor.

Some five years on, it pains me to conclude the current XJ is cleaving to the Mark Ten template even more faithfully than anticipated, easily as disheartening a commercial failure as Jaguar’s former flagship. Continue reading “Twilight of A Champion – The Decline of the Jaguar XJ”