|The F-Type models are very stylish|
Production back in the 1990's was based around a big saloon and a sports car. Numbers were low but to be expected with just two models. Ford took over the brand in 1990 and by 1999, it became part of the Premier Automotive Group. The S-Type and X-Type were introduced to give the marque a much needed push to smaller cars and greater volume. It was rather handled poorly and profitability didn't eventuate.
Tata Motors of India took over in 2008 and set about freeing up the creative talent within Jaguar. It did this by taking less of a micro managing style that Ford had preferred. The benefit of letting people who know the premium market 'do their thing' has become apparent.
Looking at the chart below, we can see that with the advent of the S-Type, then X-Type, volume climbed steeply. When they ceased production, volume slipped back. Jaguar needed another S and X-Type but with real Jaguar DNA throughout. The rationalising commenced.
|The XJ has presence and beautiful lines for a large car|
The XF replaced the S-Type with similar sales numbers in a slowly contracting segment. Its execution was spot on and it is a success. The F-Type was released, which has now replaced the larger XK. It too is on the money. In the twenty years shown below, just over 1.5 million Jaguar cars were made in the UK.
Just arrived on the chart - for a partial year - is the XE, which has replaced the X-Type and is already a smash hit. The F-Pace will be taking Jaguar into a new segment too long neglected. I went on about this glaring omission for years and they finally saw the light (not that my opinion had anything to do with that).
Jaguar is on the move and the marque is now a real alternative to the traditional premium purchase.
Please note: In 1996, about 1,650 of the XK figure were in fact the last of the XJS.
Updated 13.06.16 NZT.
For the 2011-16 article, simply click here.
|The XF has true Jaguar DNA|