Can Jaguar Really Kill the F-Type ?

by Pascal Gademer

In January 2000 at the Detroit Auto Show, Jaguar unveiled a stunning concept roadster appropriately named the F-Type to establish the connection with its heritage. Reaction from the public and from the press was enthusiastic and while presented as a concept there was little doubt that the F-type would go into production. Smaller and lighter than the XK180 concept, the F-Type was expected to fill in the need for a more affordable and more nimble sports car in the Jaguar line.
A year later, in January 2001 at the Los Angeles Auto Show, came the announcement all were expecting : Dr Wolfgang Reitzle head of Ford's Premier Automotive Group confirmed the F-Type would be built and 2004/2005 was given as a possible target year. Despite the fact the that the design was far from being finalized, and the various drawings released at the time of the announcement were quite difference from the original concept, Jaguar dealers started taking in deposits to ensure early delivery spots when the long awaited roadster would come out.

The market for roasters and convertibles, virtually dead in the late 70s and 80s has once again been a hot segment in the auto industry since the early 90s, when the Mazda Miata was the first of a new generation of roadsters quickly joined by just about every manufacturer in the world. While larger convertibles made a strong comeback as well, the popularity of the smaller and more sporty ragtops went through the roof or rather their lack of roof... The Porsche Boxter, Audi TT, Mercedes CLKs, BMW Z3s currently have the lion share of the luxury roadster market and it only seemed natural that Jaguar would return to its sports car roots with a smaller sibling to its XK8 and XKRs

Over the past ten years, we've seen a return of performance and the focus is once again shifting back where it belongs : horsepower, performance, fun and styling which is rather good news to car enthusiasts and manufacturers alike. The F-Type was the perfect car to enhance Jaguar's Art of Performance image especially to the younger buyers the company is trying to lure in its showroom with the X-Type.

Since the "F-Type is go" announcement of January 2001, Jaguar sales have been rising steadily especially since the X-Type rolled into the showrooms. The anticipated 2004 / 2005 arrival of an F-Type seemed natural after the company would have launched the revised flagship XJ saloon and would be able to focus on the revolutionary new roadster. Timing seemed perfect...

Unfortunately, it now seems that the F-Type will not see the light, at least in the near future. While no official announcement has been made, dealers ( at least in the UK ) have recently returned deposits to their customers with letters stating that the project is deferred and it is unlikely that the F-Type will be introduced until at least 2006 / 2008. Of course by then, styling considerations, technology and regulations will have changed and the final product will be very different from what was unveiled in January 2000...

In a recent interview to an European magazine, Jaguar's Managing Director Mike Beasely said the company wanted to produce the F-type but "there is not a clear business case yet". The fact that the design changed significantly between the first unveiling and the go ahead announcement was only the visible portion of dilemma Jaguar designers faced. Drivetrain changed from a traditional front engined / rear wheel drive configuration to a central engine possibly using the AWD technology developed for the X-Type. Extensive use of aluminum was needed to keep the weight down but cost became an issue... Equipment level is also a question with a delicate balance between a bare sports car philosophy or a more luxuriously appointed interior...

Market consideration are critical to bringing such an design into the marketplace and a few negative factors have emerged in past 18 months. First, the situation at Ford has changed and Jaguar's parent company has posted mounting losses in 2001 resulting in layoffs and other cost cutting measures which threaten the development and launched of products which are not critical to its brands; Jaguar's F-type with its advanced design and technical requirements is clearly such a product.

Global economic conditions have changed for the worst as well in 2001, with reduced growth, higher unemployment and stock market downturns affecting the luxury car market. While the various press releases published over the past 18 months paint a rosy picture of Jaguar sales, they have not always been on target and the success of the X-type launch is taking the spotlight off sagging sales for the S-Type and XJ Saloons, two lines where profits are likely to be higher than on the highly competitive compact luxury saloons segment.

Jaguar is currently investing large amounts in its product development, not only with the X-Type and the revised S-Type, but especially with the new XJ8, code named X350, due out next year. If the look will be familiar and appears to be an update of the current XJ8, the X350 is an all new car featuring extensive use of aluminum to reduce weight, something obviously costly because of research and tooling issues. The new Jaguar flagship will also features new suspensions, drivetrain improvement and advanced features needed to remain competitive with redesigned offerings from BMW or Mercedes.

Speaking of Mercedes, the XK8 / XKR is a direct competitor to the SL500 and over the past couple of years, the XK actually began outselling the German model. Unfortunately, things are just about to change with the now 6 year old XK facing a completely new SL500 and it's clear that MB has raised the bar quite high with unboxy and rather attractive styling, a slick retractable hardtop and many advanced features. If the current V8 powered convertible is no match for the supercharged XKR, an upcoming V12 version will provide the needed horsepower even if at much higher price. A redesign of the XK8 and XKR is known to be in the works at Coventry for a possible introduction around 2004 / 2005 and it's easy to understand why such a project would have a higher priority than the F-type.

Despite the recent growth, these projects represent significant investments for a company which was not so long ago still a low volume manufacturer. Funding and technology from Ford have allowed Jaguar to offer exciting new models over the past few years but this decision to stop the F-Type program is likely to generate reactions just as strong as the enthusiasm seen when the concept was presented just over 2 years ago. The fact that company executives seemed so supportive of the F-Type concept and that it is after all the last design headed by the legendary late Geoff Lawson makes its cancellation or "deferral" even harder to accept !

Of course, for fun driving, the Ford GT40 might make it to production....
Posted: 5/26/2002

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