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?
The Jaguar X-Type made its world debut at the Geneva motor show in March 2001 amid a good deal of optimism, Jaguar’s then Managing Director, Jonathan Browning outlining the model’s significance to the press in transformative terms. In this he would be proven correct, albeit not in the manner intended.
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”
2007’s X-Type facelift illustrated how one can do more with less.
Few cars are created with an unlimited budget – after all, such a bounteous situation is no guarantee of an inspired result. On the other hand, budgetary restrictions are rarely a recipe for a successful product either. Certainly, when Jaguar’s 2001 X-Type was being scoped during the latter part of the 1990s, the Ford-controlled British luxury carmaker wasn’t exactly awash with cash, even if by then they were at least making money rather than haemorrhaging it as they had been, only a few years earlier.
X400 (as the X-Type was termed at Jaguar) formed the core of the blue oval’s growth strategy for the leaping cat, aimed at catapulting the marque into the big league with annual sales in excess of 200,000 cars. A hugely ambitious programme, which also encompassed the refitting of the otherwise defunct Ford Halewood plant in Merseyside; this latter aspect ladling such costs upon the programme that anything less than total success would be viewed as failure.
Driven to Write suffers from heat stroke – for your benefit.
It’s hardly revelatory of me to point out that in this corner of the Costa del Sol, the ratio of sunshine to overcast is overwhelmingly in the favour of the former – after all, the hint is in the name. No great insight either in suggesting that in the warm glow of a sunbaked afternoon, everything looks more attractive – except perhaps, pale, light-averse Irishmen. The effects of ambient lighting is a subject that has reared its head on more than one occasion on these pages, so if I repeat myself, I can only suggest you Continue reading “The Glare”
Ian Callum has left Jaguar design. Time to reflect on his achievements.
After years of turmoil, suffering from an ill-fated growth strategy and management oblivious to the marque’s inherent qualities and character, Jaguar all of a sudden found itself with a new chief designer, whose main task was to Continue reading “End Of Line”
Reassessing the familiar and seemingly unremarkable under cover of darkness.
There is something deliciously atmospheric about walking through a familiar landscape late at night. The normally bustling streets are silent, the lighting casts interesting reflections and even the mundane can become suffused with mystery and wonder.
I have walked past this particular Freelander innumerable times about my daily business and apart from the fact that it appears to be remarkably well-preserved for an eleven year old vehicle in this part of our perpetually rain-sodden isle, I have never really cast it a second glance. Yet parked against the backdrop of the apartment block’s fluorescent walkways, with the sodium glow of the streetlights casting warmer pinkish tones upon its paintwork, the architectural qualities of the Land-Rover’s design stopped me in my tracks. The scene simply begged to Continue reading “Everything Merges With the Night”
I’m sorry if this comes across as being repetitive, but like a man with a sore tooth, I seem incapable of leaving this subject alone. Anyway, I think it’s been well established that repetition is very much the leitmotif when it comes to the subject of Jaguar. Certainly Ian Callum’s statement last month that the luxury car maker had no plans to Continue reading “Ghost of X-Types Past”