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Should Jaguar change the direction they are headed?

Jaguar has launched some exciting new cars lately and seem to be experiencing an economic swing in the right direction, but some online enthusiast do not agree with the direction Jaguar is going.


I’ve been covering Jaguar for some time now and I have read a lot of post on social media like; Face book, Twitter, and LinkedIn……I also visit various British car forums and internet sports car groups and the feedback I see from many fans has surprised me. Most loyal Jaguar fans are not happy at all with the direction the brand is going, they fill like Jaguar has cheapened the brand by building more and more cookie cutter cars. Aside from the new F-Type’s most fans are just not that excited about the new cars coming soon, the XE and XF to be specific.

Many fans are also not pleased with the newest announcement about the F-Pace (Crossover) vehicle from Jaguar, and it’s not just the name they are upset with. They see the venture into the SUV world as an attempt to copy what BMW and Volvo are already doing. Most of the comments have a common theme that Jaguar needs to stick to what they know and what they are good at – building great cars with style and sophistication like the Jaguar cars are known for.

I’m curious if this is just a trend of upset fans or if there are many Jaguar loyalist who truly fill this way. I see Jaguar’s side of this argument, they believe that they can bring more luxury and style into an SUV market with an upscale crossover that will offer more to the consumer than just another boring SUV to haul the kids around in.

I don’t have the answers but I report what I am seeing and hearing and maybe the designers and engineers at jaguar will listen to what the social media is saying, but is there any middle ground where both parties will be happy? Time will tell if this is feasible.

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Paul Sweeney (not verified)    January 23, 2015 - 6:42PM

Lets not forget the pre-Tata Jaguar management regimes ran the company so poorly that it's no longer British or even German owned. Jaguar failed to make money or to penetrate markets, which is a pre-requisite for corporate survival. I wish it were otherwise, but the current bunch are making cars people want to buy and have brought Jaguar back into the modern world.

Russ (not verified)    January 23, 2015 - 8:01PM

I think its probably a given that a sizable percentage of loyal owners of any product prefer the familiar. To continue down that path is without a doubt the easiest path for a company to take. And the graveyard of business if filled with companies that did exactly that.
Whether the new direction is correct, time will tell. However if Jaguar does not move forward it will die, simple as that.

Mark Day (not verified)    January 23, 2015 - 10:32PM

Reliability is an essential part of the purchasing decision. Currently, the only vehicle brands I'll consider are Acura, Honda, Infinity, Lexus and Toyota.

Phil (not verified)    January 23, 2015 - 11:03PM

Being a loyal Jaguar fan, son of a, since passed, jaguar fan, I don't think Jaguar has necessarily lost is past direction. The new models stand out every single time when put in a line of its competitors. Yes, they conform to more modern styling cues, but there's no mistaking it as aJaguar. Put an XF beside a 5 series BMW and there's no contest!!
What I think has happened is more likely that so many "economy" brands are inspired by new Jaguar models, (and let's face it, you see 100 Kia's to every one Jaguar.) that some think Jaguar has caved in.
AND, Jaguar languished far too long pushing a dated, tired line up, not that those models weren't beautiful, so much so that many Jaguar fans couldn't see past them. William Lyons would NEVER have let the XJ continue as long as it did in the former style.
I'm glad to see Jaguar making a comeback and I'll be the first to try an SUV! I do wish they'd get back to serious racing. And bring back the XK! Now there's a chance to really pull out all the stops!

Laurence J Hands (not verified)    January 24, 2015 - 2:52AM

Apart from the name I think Jaguar will do a great job with the SUV, I intend to get a xf not new but still a new style xf


Staxal (not verified)    January 24, 2015 - 3:49PM

It's a reasonable nable point however it should be stated that if Jaguar had continued to make cars in the same vain as they previously had, then the company would be bankrupt. There is no way a company can survive on making 40,000 cars per year that's less than Triumph motorcycles make and motorcycles are a much much smaller market. Jaguar finally realise people do not want to see a rehash or pastiche of a product from the 1950s and 1960s . The German manufacturers have come to dominate a market that Jaguar once was present in quite comfortably. Jaguar need to produce cutting edge products that still nod to their unique Britishness - which is exactly what they're doing. Jaguar no longer need to build cars that satisfy the old Brigade they have now produced cars that are appealing to a whole new sector of the market and it's about time too. Well done Jaguar for your bold new direction I believe it will pay dividends in the long term.