Max Bling: Jaguar XJ75
by Gunnar Heinrich ::: img Jaguar Cars ::: Jaguar XJ75 Platinum Concept
“The XJ is thoroughly modern, and captures the innovative and daring character that our founder Sir William Lyons built into every Jaguar.” – Mike O’Driscoll, Managing Director Jaguar
JAGUAR message: what’s new = what’s right and proper.
So out with frumpy old elegance, wilton carpet, and thick, aromatic hides. Down with evolutionary design and on with the revolution! Let’s set upon every fad and pounce on every technological trend, ill advised or not. ‘Cuz it’s what the people surely want!
As Jaguar pitches itself out of a black hole and hopefully into some black ink, the company is as busy as ever shedding the Holland & Holland patina of yesterday to embrace Burberry plaid with all the force and speed of England’s rugby team.
Speaking of rugby, have you heard of the Jaguar Academy of Sport?
The Jaguar XJ75 Platinum Concept, is a key, showy part of Jaguar’s 75th Anniversary celebration, and it marks a decisive turn to all that blings. A direct appeal, in other words, to all those high-rollahs in Flo-Ridah and footballers in Manchester.
Right and proper. Let’s hope this strategy works.
About the Author: Gunnar Heinrich is publisher of Automobiles De Luxe online and is executive producer of the Automobiles De Luxe Television series on PBS member station CPTV.
Brad Starcevich | Aug 19, 2010 | Reply
Gunnar,
I just hate what has happened to this marque. I was a passionate Jag fan for years, but they ruined it for me. I guess I’m just a sucker for that frumpy old elegance.
Thanks for another great post.
Best,
Brad
G | Aug 19, 2010 | Reply
Brad, thanks. It’s hard to follow Jag these days. The new design is very tech heavy and follows a deliberate mass-market approach which is generally antithetical to Jag’s reason for being. Sales have been improving though so the appeal is there for some.