Jaguar’s Commitment to Sports Cars & Sedans Remains Solid
Good news from Jaguar’s top brass. The company says they won’t pivot to an SUV and crossover-dominated lineup.
Most automakers have seen their vehicles evolve over the last several years. In keeping with industry trends and consumer preferences; many are turning out more SUVs and crossovers. But Jaguar isn’t like other marques, nor have they ever been. Jaguar wrote their own rules and followed a different but ultimately successful path. However, in a market that has changed; will the big cat need to be declawed?
According to Joe Eberhardt, President and CEO of Jaguar North America, that is “definitely not going to happen.” In a recent interview with Motor Trend, Eberhardt gave some interesting insight into the company’s future. And it is good news for Jaguar car fans.
Eberhardt has seen the very triumphant debut of the 2021 Jaguar F-Type, and it is clear: Jaguar is at its best when making the cars that made the brand. But to keep competitive, they will continue to evolve.
But Jaguar knows that sports cars, sedans, and saloons are not only important to the brand identity; it is crucial.
“The future of sedans is a challenge for the entire industry,” Eberhardt agrees. “A lot of our competitors have said they will walk away from sedans. We have no intention to do that. The fact that we just launched a refreshed F-Type is proof that we still believe in sports cars, especially the Jaguar brand. And while the volume might not be what it once was, we still think that it’s the heart and soul of our company.”
But Jaguar will indeed be a part of large crossover and SUV market, in addition to their sporty and sedan offerings.
“We will definitely always be in sedans. That’s no question. I also am not sure whether we’ll pare it down. I’m not sure about that but maybe they’ll look slightly different. So, for instance, the next-generation XJ will be fully electric. So, it’s a different interpretation of a sedan but it’s a sedan.”
Jaguar cannot deny the benefits they’ve seen expanding into crossovers and SUVs. The I-Pace, E-Pace, and Land Rover fleet have all posted impressive numbers. To that end, they will be introducing a larger crossover down the line, rumored to named the Jaguar J-Pace. And word on the street is it will be based on an executive sedan platform.
We also happen to think that JLR’s crossover-vehicle success lies with the design and performance. They have stuck a pretty good balance of blending Jaguar’s own brand of luxury and handling, impressive specs, with the convenience and versatility of a crossover. And the lines between Jaguar and Land Rover will not blur.
“We have demonstrated that we can position the cars effectively side by side and there’s a clear delineation between them,” says Eberhardt. “If you take a Jaguar F-Pace and a [Land Rover] Range Rover Velar, they are built partially on the same platform but they have a distinct, unique personality.”
But the bottom line is that Jaguar is not abandoning the quintessence of the marque. While the company is realistic about the challenges in the market, they have a solid plan which incorporates the classic big cat ethos. Good news we’re always glad to hear.
Photos: Jaguar; Jaguar Forums
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