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Automotive Industry

The Cat's Out of the Bag

Automotive Industries, July, 2001 by John McCormick

Leaping beyond the new X-Type, Jaguar has big plans to expand its product portfolio.

Compelling evidence that Ford Motor Co. has boosted Jaguar's fortunes is the tidal wave of new product coming from the Coventry, England-based automaker over the next few years. No less than 16 new models are lined up, a number that in pre-Ford days would have been unthinkable.

Echoing BMW'S successful M-version strategy, Jaguar plans to introduce sporting R variants of the S-Type and X-Type within two years. According to various sources, these will be much more than simple badging upgrades; for the X-Type R version a supercharged 330-hp engine is being developed, while a V-8-engined S-type R will boast even more power at 400 hp.

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Already R versions of the XJ sedan and XK coupe and convertible have proved more popular with buyers than Jaguar expected. The XKR, for instance, now accounts for 25 percent of XK sales.

As well as R versions, Jaguar plans a series of sport versions, which will slot in between the R editions and the standard models. The S-Type itself will see a makeover aimed primarily at improving its disappointingly plain interior.

With European markets in mind, Jaguar plans to make diesel engines available for both X- and S-Types by 2003. A sport wagon based on the X-Type is in the pipeline, as is a front-drive version, though the U.S. market will only see 4WD X-Type

The next major launch will be a new-generation flagship XJ sedan. Based on a stretched DEW98 (Lincoln LS/Ford Thunderbird) platform, the 2003 XJ will be larger, more powerful and more sophisticated than the current model in order to compete with the advanced German offerings at the top end of the luxury sedan market.

The year after the XJ debuts heralds one of the most critical launches for long-time Jaguar enthusiasts: the debut of the E-Type spiritual successor, the F-Type. A clue to the F-Type appearance was seen in the concept version revealed at the 2000 North American International Auto Show in Detroit, but it's expected the production version will be changed considerably.

"In terms of model portfolio, X-Type takes us to four and then F-Type will be the fifth," says Mike O'Driscoll, president of Jaguar North America. "That gives us, in modem terms, a very balanced portfolio. We'll have two sports cars and three sedans. That's a good range of cars with a very wide price range from $30,000 to $100,000."

Trying to expand any faster would be a mistake, adds O'Driscoll. "Frankly, just upgrading the models we've got and introducing S-, X-, and F-Type is as much as we can handle," he admits. "We're trying to do in four or five years what Mercedes and BMW took 15 to 20 to do."

Beyond the hardware, Jaguar is also investing in brand lifestyle activities. Coming soon is a customer driving-skills program, which will use the resources of Jaguar Racing and Bobby Rahal and circulate to five tracks around the U.S.

The concentration on various performance-related activities is essential to the image of the brand, says O'Driscoll. "The art of performance must be more than just an ad slogan," he asserts.

In the U.S., Jaguar dealers will be investing $255 million in new facilities over the next two years. Currently, only 20 percent of Jaguar dealers are exclusive, but that will shift to 90 percent exclusive within the next year.

As for the X-Type (see AI April 2001, cover story), O'Driscoll is confident the car's specification and pricing will attract 35,000 to 40,000 buyers annually in the U.S.

"We anticipate a typical transaction price will be $33,000 to $34,000; all the competitors come out at around $33,000," he notes. "Nine of 10 S-Type buyers were new to the franchise; we expect the same for X-Type."

One concern O'Driscoll does not share is the danger of oversaturating the market for Jaguars, and thus diluting the brand. "There were 475,000 (BMW) 3-Series sold last year, so from an exclusivity point of view we're on safe ground."

The success of Jaguar's XKR (opposite page) has spawned upcoming R versions of the S-Type and X-Type to compete with BMW'S M cars. O'Driscoll (left with the 2002 Jaguar X-Type) thinks Jaguar can sell 35,000 to 40,000 X-Types annually in North America. Jag's future product plans include the F-Type concept (below left) which debuted at the 2001 North American International Auto Show in Detroit, Mich.

Jag's Product Assault, 2003-2004

Four basic car lines will spawn 16 models, priced between $30,000 and $100,000, including:

Super-sport R versions of S-Type, X-Type

Supercharged X-Type

Sport versions of S-Type, X-Type

New, upgraded interior for S-Type

Diesel versions of S-Type, X-Type (Europe)

Sport-wagon X-Type

New, longer XJ

Front-wheel drive X-Type (Europe)

F-Type super-sports roadster

Steering to Perfection

A unique twist to the ride control/steering precision equation.

As chief program engineer for the X-Type, Colin Tivey was determined that the car would not be dismissed as a warmed over Ford Mondeo, a notion rivals at BMW and Mercedes are only too keen to support.

Automotive Industry

The Cat's Out of the Bag

Automotive Industries, July, 2001 by John McCormick

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