Jaguar’s Future Rests On The Next XJ
The marque’s fate lies just ’round the bend.
By Gunnar Heinrich
JAGUAR. Say the name: “Jag-u-ar” if you’re a Brit, “Jag-whar” if you’re Americano. Either way you say it, the name means sex on wheels. Even if the cars themselves are falling short of that sultry promise these days.
Jaguar’s heritage was born of the swinging sixties; its past and present seemingly in lock step with the baby boomer generation. And like the few baby boomers who seem to be Jag’s last paying customers, it may sadly be that the marque’s best days are well and truly behind them.
And then again, maybe not.
So much will depend on the next M.Y. 2010 Jaguar XJ flagship. Jag seems to be feeding media reports that their next top-of-the-line model will be a four door coupe in Mercedes-Benz CLS fashion. Critics of the marque almost universally agree that the current XJ sedan with its conservatively retro design is so far past its aesthetic sell-by-date that it threatens to spoil the neighboring models in the lineup.
More the case is that the current XJ can be faulted not so much on looks (though, the new aero fascia is garrish) but rather on cheap execution. Despite the sophisticated aluminum (or aluminium, if you prefer) construction, the flagship flops on the luxury details – part of the main appeal in buying an historically less reliable and faster depreciating competitor to BMW or Lexus.
The ’10 XJ cannot afford to be so cheap in execution. If Jaguar’s next top saloon / four door coupe / whatever fails to reach a Maserati-like allure in being the very essence of the everyday exotic in both look and feel, I’m afraid the cat’s seen off its ninth life.
Here’s hoping for the best.
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.
Jag | Jan 19, 2009 | Reply
Couple years back it used to be said that Jag’s future depended on the upcoming XF, now its the XJ.
The reality was couple years back it actually depended on the Indian buyer willing to buy it, and now it depends on the next Chinese company willing to buy it.
What is the point of this? Spirit, beauty, tradition, heritage are all meaningless. Something that the rumored Japanese suitors have known for a long time and will not buy Jaguar even for free.