Jaguar has been the 98-pound weakling of the luxury market lately, but not for lack of substance in its products. The brand has rocketed up the initial quality ratings (of course, when you’re coming from near rock-bottom, there’s nowhere else to go) over the past few years and a recent German poll ranked it as one of the highest-quality luxury marques.
Jaguar has been the 98-pound weakling of the luxury market lately, but not for lack of substance in its products. The brand has rocketed up the initial quality ratings (of course, when you’re coming from near rock-bottom, there’s nowhere else to go) over the past few years and a recent German poll ranked it as one of the highest-quality luxury marques.
But the fickle luxury market decided that Jaguar’s retro-themed styling was simply too stodgy and old-school next to the other swoopy European and Japanese luxury models. The new XK was first to cautiously morph into a more contemporary style. But come ‘08, the new S-Type will completely obliterate the tweed jacket, stiff-upper-lip image anyone might still have of Jaguar.
I admit it: this is a seriously bold, eye-catching design. Controversial? Absolutely, but so were the newest BMW 7-series and the Chrysler 300 when first introduced. Both have proven to be major hits.
And the new S-Type may be Jaguar’s biggest bat yet. Although the marque has traditionally had limited appeal with the hip-hop, celebrity, and pro-athlete segment, the S-Type’s in-your-face styling just might be just the ticket to get into more rap videos and celebrity mags. Like it or not, this demographic has definite make-it-or-break-it power for status symbols, be they cars, clothing, jewelry or other assorted accoutrements of the luxury lifestyle.
The revitalized Mini has proven that British cars still have an undeniable chic factor about them, even if their guts come from all corners of the globe. The base engine on the new S-Type is rumored to be based on a Volvo design. Do you think anyone will care? If it has attractive styling, strong performance, all the expected bells-and-whistles, and is priced relatively competitively with the usual German suspects, it won’t fail for lack of equipment. Hopefully this swoopy new model will generate the buzz Jaguar hopes it will to bring it back into the public eye.
9 comments so far
I have always been a big fan of Jaguar (granted i could never afford one) and is is true that lately they have been doing some pretty bad cars compared to the other big makes but the new 2008 S-Type looks much better than the others and should take Jaguar back with the big boys.
September 29th, 2006 at 10:38 am
The X type is a loser.. on two parts. The vehicle is cheap (allowing for brand deteoration) and a cheapening of the image. Its based off of the Mondeo from Europe.. which is more bland than the Taurus was.
The S type is decent.. but paired with the X type, the XJ and the XK.. its the only light that shines in this lineup that doesnt.
The XJ is a poorly remade sedan that looks.. very close to the last generation.
And the XK is a nice coupe.. for what it is, its the body THAT MUST GO. Its generic, its lame and its not what a JAG-U-R (pronounced with a thick British accent)should be.
God help them.. and I wish Ford would STOP GIVIN THEM MONEY!!!
September 29th, 2006 at 5:18 pm
Hmm. “Accordman” Lemme guys what cars you’re a fan of? Yes, I agree the X-type is a dud. Everyone tacitly admits it. The XJ is perhaps too retro-looking, even though the engineering and manufacturing are state-of-the-art. As far as the XK, the engineers’ hands were largely tied by European bumper-height regulations, hence the somewhat funny-looking schnoz on it. All things considered, I think it came out OK.
September 29th, 2006 at 7:06 pm
I hope that they will get this new s-type going fast cause old one is so ugly that I cant look at it, you can compare its looks to dead fish. I hope that situation in cars market will get straight cause so many car producers have financial problems that soon all small-sport manufacturers will become parts of big sindicates…
September 30th, 2006 at 9:20 pm
Well, Jaguar is already part of Ford. I just hope Ford has enough sense to give them just enough guidance and discipline on their bottom line, but try not to get too caught up trying to micro-manage their R&D and styling. Jaguar needs to be free to be Jaguar.
October 2nd, 2006 at 6:48 pm
I’ve always been a big Jag fan, looks wise
October 2nd, 2006 at 8:37 pm
The 2008 S type looks awesome, unlike any previous jags. Hunter Cashdollar
October 2nd, 2006 at 8:38 pm
Jaguar is the ideal vehicle in perfect shape, I’m really lovin it……
October 5th, 2006 at 6:22 am
As far as the S type I have always thought of it as a ladies car. I have an X-Type 2.5 AWD, With 5 spd manual Magna Flow exhaust K&N, Cooper Zeon ZPT 245’s!!!! I will leave an S type in the dust. My X-Type Denver to Aspen rides better than anything I have ever driven. That is based on every condition, rain, snow, blizzards, zero visability, etc,etc.Jaguar needs to build this concept!!!!
http://www.jag-lovers.org/concepts/xtyperacing.html
April 23rd, 2007 at 2:24 pm
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