Stretching a Metaphor

Ford’s post-acquisition strategy for Jaguar was one of aggressive growth, but it came at some cost – particularly to their core model line.

Jaguar flagship. 1997 long-wheelbase Daimler Super V8. Image: motorstown

Having taken a multi-billion dollar hit on the acquisition of Jaguar in 1989, Ford executives saw only one way out of the mess they have got themselves into. In order to gain the return on investment they craved, Jaguar would need to be transformed from a specialist 35-40,000 car a year business to one pushing out at least five times that number. To achieve this, they would need to Continue reading “Stretching a Metaphor”

Theme: Brochures – From Countryside Manor to Vodkaloungeland: The Jaguar XJ Through The Ages

Being the quintessential British stalwart car, the Jaguar XJ serves as a poignant illustration of what constituted ‘the good life’ through the ages. 

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Almost five decades of British luxury in flat shape

Germany has the Golf and S-class, Britain’s got the Jaguar XJ. A car that has been part of the automotive landscape for decades, all the while being adapted (to differing levels to success) to changes in tastes and demographic.

So what do the different generations of XJ brochures tell us about the car itself, its creators and the people it was supposed to appeal to? Continue reading “Theme: Brochures – From Countryside Manor to Vodkaloungeland: The Jaguar XJ Through The Ages”

Theme: Brochures – When the Kitty Was Purring

Jaguar’s XJ6 saloon was a landmark car. Its marketing did it justice.

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Collecting brochures is, in the grander scheme of things, a rather sad pastime. One goes to great lengths to get one’s hands onto something that was supposed to have, at best, a short-term effect and be forgotten immediately afterwards.

Continue reading “Theme: Brochures – When the Kitty Was Purring”

Twilight of A Champion Part Three – The Next Leap Forward

Where now for Jaguar’s flagship?

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Image: Diseno-art

Over the course of this series we’ve made the assertion that when it comes to full-sized Jaguars, the market is at best apathetic. Throughout Jaguar’s history you’ll find the strongest selling and best-loved models have been compact saloons and sports models. Even the original XJ began life a relatively close coupled machine, coming into being out of the perceived necessity for a larger, four-seater E-Type variant and the commercial failure of the full-sized Mark Ten. Up to the demise of the X308-XJ series in 2002, it remained broadly faithful to this template: low-slung, snug, a little decadent.
Continue reading “Twilight of A Champion Part Three – The Next Leap Forward”

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 being the new model could not be judged against any prior XJ model, but rather it should be viewed 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 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”