Stop Me if You’ve Heard This One Before

We’re talking about Jaguar today. I know, again…

Image: Driven to Write

Last month, I felt the need to talk to you about XE, which given the circumstances, made for some pretty uncomfortable reading. But not content with establishing History Repeating© as Jaguar’s mood-music and brand leitmotif, your ‘World’s Least Influential’ Jaguar critic (or WLIJC for short) is drilling deeper still by repeating himself thematically. Not I might add because he necessarily wants to, but because he finds it cathartic and more to the point, his editor told him to. Continue reading “Stop Me if You’ve Heard This One Before”

We Need to Talk About XE

As Jaguar 2016 sales hit unprecedented heights, we take an unflinching look at XE’s school report. History appears to be a particularly weak subject.

Image: Motor Trend
Image: Motor Trend

On the face of things, JLR’s once troubled Jaguar brand appears to be be on the rise at last. Following massive investments in new product lines, underpinned by an all-new aluminium intensive modular platform and new diesel engines, the marque has posted global sales of 148,730 vehicles last year, up 77% on 2015 figures. And while brand Jaguar accounts for only 25.4% of JLR’s total volume, it represents the bulk of the overall percentage gain for the business as a whole for 2016. This growth has been driven by new offerings in sectors of the market previously unrepresented by the brand and offer an encouraging picture not only for a nameplate that has consistently underperformed but also for JLR management’s policies. But once you begin to drill below the headline figures, some troubling questions arise. Continue reading “We Need to Talk About XE”

Resurrecting the Defender

While the story of the Defender’s potential rise from the grave continues to garner column inches, does it mask a more compelling drama?

The ultimate durable car? Image: Topspeed
The ultimate durable car? Image: Topspeed

Something of a minor storm has been taking place amid sections of the media over reports that industrialist, Jim Ratcliffe has been in talks with Jaguar Land Rover over purchasing the rights and tooling for the recently axed Defender model. The story which first appeared in The Times newspaper claims the chemicals boss intends to re-start production of the 68-year old model, with some suggesting a Caterham-style reinvention and modernisation programme under an alternative nameplate. This story was picked up with some seriousness by Autocar but has been refuted in robust terms by JLR – a spokesperson telling reporters; “There is no way this is happening, we’re not going to let anyone build our Defender.” Continue reading “Resurrecting the Defender”

Ghost of X-Types Past

Jaguar’s decision not to give the XE an estate variant is either an expedient commercial decision or another case of History Repeating©. Which is it?

Remind you of anything? Image:jaguar-france.blogspot
Remind you of anything? Image:jaguar-france.blogspot

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 introduce estate variants elicited a certain amount of hand-wringing round these parts, not because they have traditionally formed part of the marque’s so called DNA, but more that by ruling out additional body styles, Jaguar is to all intents and purposes hobbling itself. Continue reading “Ghost of X-Types Past”

Give Us A Brake! – Jaguar Jettisons Its Baggage.

JLR appear to have hit on a genius plan to secure Jaguar’s future. Unfortunately it doesn’t seem to involve making Jaguars. 

Here's what you can have - get 'em while they're hot, they're lovely. Image:designmagazin.cz
Here’s what you can have – get ’em while they’re hot, they’re lovely. Image:designmagazin.cz

Judging by the frequency he is hauled out to expound on matters of product, anyone would think Jaguar’s design chief was solely responsible for product planning. Perhaps it’s got something to do with his mellow Dumfries lilt, but nowadays its difficult to escape the suspicion JLR’s senior management wheel him out when they have unpalatable Jaguar-related news to deliver – and frankly, is there really any other kind? Continue reading “Give Us A Brake! – Jaguar Jettisons Its Baggage.”

Late and Never – Jaguar and Alfa Romeo Face the Hard Road

With recent reports suggesting the sector is stagnating, have Alfa Romeo and Jaguar left it too late to prosper in a compact premium market now utterly dominated by the German big three?

The new kids and the big boys they have to beat. Image via fiatgroupworld
The new kids and the big boys they have to beat. Image via fiatgroupworld

The German big three’s stranglehold on the European compact premium segment is virtually complete, with car sales data for Jan-Sept revealing just how dominant the German trio of Audi, BMW and Mercedes-Benz have become. This is an exclusive club comprising eight models – seven if you combine Volvo’s saloon and estate offerings. The combined sector posted January-September sales of 397,134, of which a sobering 341,339 consisted of either Audi, BMW or Mercedes-Benz. That’s 86% of the market, since you asked. Continue reading “Late and Never – Jaguar and Alfa Romeo Face the Hard Road”

Jaguar’s North Star Saloon

The F-Type is not the quintessential modern Jaguar. This is.

The 2016 Jaguar XF - image via performancedrive
The 2016 Jaguar XF – image via performancedrive

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”

Jaguar XKR Dynamic Convertible 2014 – Road Test

Is the Dynamic the run-out model that the Jaguar XK deserves?

I had the pleasure of a quick drive in my friend’s new XKR Dynamic.  The Dynamic is one of two “run-out” special editions of the XK, and in this instance came in black, with black alloys, a black roof and boot-lid spoiler (you guessed it, also in black).

XKR Dynamic

I can see the attraction for many of the look of the car in this format, but it is not subtle and, to my eyes, ages what is a fundamentally alluring car – I suspect that that spoiler is the main spoiler here. Continue reading “Jaguar XKR Dynamic Convertible 2014 – Road Test”

F-Type To The Rescue

Dial ‘F’ for Fortuitous: Sports models have kept Jaguar in business in the US market for decades, so what’s the matter with their saloons?

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At driven to write, we are constantly at pains to point out the repetitive nature of Jaguar’s history, much of which has to do with the marque’s frequent lapses into commercial and financial abysses – often of its own making. Continue reading “F-Type To The Rescue”

JLR: The Challenges Facing a Challenger Brand – Part 3

The limping cat: In this third part Driven to Write asks why Jaguar continues to under-perform in its most crucial market? 

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Despite the improvements that took place under Ford ownership and enhanced resources provided by Tata, Jaguar continues to seriously under-perform globally. According to JLR, Jaguar sales rose 13% year-on-year, retailing 49,656 vehicles in the calendar year to date and 6,069 in the month of July alone*. However these figures belie several more troubling factors. Jaguar sales in the once vital American market keep falling. Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 3”

JLR: The Challenges Facing a Challenger Brand – Part 2

In the second part of our examination of JLR, we look at Land-Rover’s market stratification, Ford’s powertrain legacy,  and their less than stellar reliability record.

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Land Rover’s confused offering
JLR’s strategy with Land Rover is to stratify the brand into three distinct levels. Land Rover at entry level, Discovery as median level and Range Rover as upper level. However, at the time of writing, this distinction remains insufficiently clear. The newly announced 2015 Discovery Sport is a good example of this – appearing a little too akin to its Range Rover derivative, and suggesting there is work to be done to put some discernible distance between the individual marques. Until a new generation Defender is available, this strategy will continue to confuse customers, with the added problem that JLR have nothing to offer buyers trading from the outgoing Freelander model – unless they are prepared to dig considerably deeper into their pockets.  Continue reading “JLR: The Challenges Facing a Challenger Brand – Part 2”

JLR – The Challenges Facing a Challenger Brand

Driven to Write examines the JLR success story.

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Jaguar Land Rover’s commercial renaissance over the past five years has prompted a deluge of scepticism in some quarters, because on the surface of things at least, its rapid turnaround has stretched belief. When the Ford Motor Company sold the Jaguar and Land Rover brands to Indian industrial giant, Tata Group for £1.2bn in 2008, both businesses were loss makers – Jaguar in characteristically epic fashion. Continue reading “JLR – The Challenges Facing a Challenger Brand”