Jaguar Goes for "More Athletic, Contemporary Look"

First with the S-Type in 1999 and then with the X-Type a couple of years later, Jaguar set out to establish itself in a couple of segments it was not competing in at the time.

In terms of sales the two sedans have certainly expanded the Ford-owned companys volume and profile, but it did not seem like either model managed to crack the public psyche and become a bedrock brand in their respective segments. I mean, when people think of the competitors in the entry-luxury sedan segment they consider BMW 3-Series, Cadillac CTS, Mercedes C-Class, Saab 9-3 and some others, but rarely does the X-Type get mentioned.

Its much the same in the category that includes the E-Class, the S-Type and other models, but Jaguar thinks progress is being made there. The England-based firm thinks it may be able to improve the S-Types reputation and sales with a carefully refined 2005 version, which was revealed at the North American International Auto Show in Detroit and go on sale in May.

This new generation, which builds on the strengths and attributes of a car that was extensively

Jaguar thinks it may be able to improve the S-Types reputation and sales with a carefully refined 2005 version. (Photo: Jaguar Cars North America)

The changes are almost completely cosmetic, with refinements to the exterior look and major upgrades to the interior; the S-Type got major powertrain upgrades a year or so ago.

It may at first glance be tough to recognize the exterior changes, but Jaguar design chief Ian Callum says theyre there for the discerning viewer to appreciate.

Callum says S-Type was extensively re-worked and refined to achieve a more athletic, contemporary look, with cleaner, tauter, more muscular lines and subtly modified proportions.

The revised shape and the additional use of aluminum in the body parts also bring tighter panel fits and enhanced performance, Callum says.

Style has always been a major

The S-Type was "extensively re-worked and refined to achieve a more athletic, contemporary look." (Photo: Jaguar Cars North America)

Too much detailing becomes too confusing, Callum claims, and leaves no focal point. This car has a focal point and its clear what it is -- the front grille and twin headlamps. But to make it work, everything around that focus has to be as simple as possible, and the extensive changes for 2005 are designed to achieve precisely that.

A new aluminum hood introduces a more defined V shape, says Callum, drawing the eye forward to the revised grille and giving the whole front of the car a crisper, more powerful look and stance.

Callum says a simpler, cleaner front bumper gives more volume and more visual strength with less fussiness, and the grille itself is totally re-proportioned, to be subtly lower and broader, and to sit more upright.

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