The State of British Cars Today: Jaguar Never Stops!
Jaguar
Geneva & NY Motor Show Interview Feature
Jaguar, Land Rover, and Mini – The Present and Near Future of British Cars, Part 1
Jaguar Doesn't Stand Still!
What makes British cars so appealing? Nowadays, there are hardly any British car brands that are entirely British-owned and produced. This time, as a special feature alongside motor show reports, Tatsuya Kushima explores the current state of British cars, visiting Jaguar, Land Rover, and Mini. The first installment focuses on Jaguar, whose future movements are increasingly intriguing following the Japanese debut of the 'F-TYPE'.
Text by KUSHIMA Tatsuya
Jaguar's Reception is Strong
Having visited Britain numerous times over the past few years, exploring the factories and significant locations of various manufacturers, and owning many British cars including Jaguars, the position of British brands in the automotive landscape remains fascinating. This is because these brands, evolving with a sense of unique self-importance amidst the rise of German manufacturers, truly satisfy car enthusiasts.
From this perspective, I analyzed the three brands through interviews conducted at two motor shows.
First, Jaguar. I asked Global Brand Director Adrian Hallmark about the current situation.
“Our market research yielded unexpectedly positive results. Jaguar possesses high status, and its heritage is well-received. This is a testament to the quality of cars we've produced. Fundamentally, products are based on the brand. Good products support the brand.”
“XJ”, “XK”, “XF” have established the current generation, marking a milestone for them. However, their progress continues unabated, with the addition of eco-friendly models featuring downsized engines, while also not neglecting high-performance variants.
Geneva saw the unveiling of “XFR-S”, and at theNY show, they presented the “XJR” and “XKR-S GT” (a North American exclusive model). Furthermore,Sales of the 'F-TYPE' in Japanhave commenced.
F-TYPE Movie Directed by Ridley Scott
“The F-TYPE is a smaller, yet significant model compared to the XF. Its launch holds great meaning in representing the essence of the brand. It embodies our core values: 'Innovative Technology,' 'Seductive Design,' and 'Inspirational Performance.' You will be able to experience this through sight, touch, and driving. Therefore, we are undertaking an extensive launch campaign. A short film is currently in production, directed by Ridley Scott, renowned for the film 'Blade Runner.' We hope you look forward to it.”
Their commitment to the F-TYPE is remarkable. I had the opportunity to drive all three models in the lineup, and their execution surpassed all expectations. While I will save the detailed report for another occasion, I must mention that the top-tier 5-liter V8 with a supercharger delivered a truly captivating engine sound and a delightful tail-slide exiting tight corners.
Regarding the short film, it truly feels like a cinematic masterpiece. Both in Geneva and New York, a segment was shown at the booth, compelling viewers to stop and watch. Furthermore, they are actively collaborating with musicians and artists for their marketing efforts, aiming to attract a new, younger demographic.
Two More New Models?
In the interview, they also mentioned the following regarding new models:
“Over the next four to five years, we are considering both affordable and premium-priced models.”
This naturally leads to curiosity about the affordable option. While it's uncertain if it will be a successor to the 'X-TYPE,' the prospect of owning a Jaguar with its esteemed status at a more accessible price point is intriguing.
Considering all this, Jaguar's major comeback may still be on the horizon.