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.