Gone To Earth

Running the gauntlet of endless repetition, DTW’s resident kitty-fancier asks, how do you solve a problem like Jaguar?

(c) europeancarweb

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”

Think Fast Dr. Speth!

It’s not easy being an automotive executive these days, but spare a thought for one in particular.

(c) motori.ilmessaggero.it

While life for Auto-industry bosses everywhere is, to put it mildly, challenging, the situation facing Jaguar Land Rover CEO, Dr. Ralph Speth appears to be steadily worsening. According to a recent Financial Times report, JLR will announce up to 5,000 job cuts across the UK business in the new year as the carmaker implements a three-year ‘Project Charge’ restructure – a drive to Continue reading “Think Fast Dr. Speth!”

Geneva 2018 – Reflections in a Golden-I

Our Auto-Didaktic Geneva correspondent casts his eye over Jaguar’s I-Pace and comes away impressed.

Auto-Didakt

Last week we discussed the advent of JLR’s EV pathfinder and pondered how many brave pills Dr. Speth and Jaguar’s Ian Callum had ingested prior to the car’s reveal last thusday. The answer? Continue reading “Geneva 2018 – Reflections in a Golden-I”

No Resistance

As Tesla outsells its German flagship market rivals on home turf, have we reached that much anticipated watershed or are the majors about to nick Elon’s lunch money as he’s about to cash in?

Everybody say Ohm. Image credit: Tesla

Last week it was reported that European sales of the Tesla Model S outstripped those of the German luxury flagship saloons for the first time, marking an alleged pivot point for the adoption and acceptance of electric vehicles across the region. A watershed moment perhaps or simply sensationalist reporting?

Fair question, because firstly there is some conjecture as to whether the Model S is a direct rival to the S-Class Mercedes and its ilk, especially when Elon Musk himself describes it more as an E-Class and Five Series competitor. Sizewise, Musk is broadly correct, but in terms of price, he most certainly isn’t. But regardless of which segment of the market it’s aimed, for a section of society who have the financial wherewithal to Continue reading “No Resistance”

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: 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”

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”