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Struggling Jaguar Questioning Direction for X-Type

Will Jaguars New Sport Wagon and European Diesel Be Enough to Rejuvenate the Brand?

With the cancellation of its F1 team, shelved concept cars, closure of plants, and issues with striking employees, plus no profits insight until at least 2007 according to a recent announcement, it seems that things just couldnt get any worse for Jaguar.

Despite a solid albeit small portfolio of vehicles, the traditionalist British luxury brand just cant seem to escape the grip of poor sales not only affecting the sleek and stylish XK grand tourers and XJ sedan, but also its controversial junior executive sedan, the X-Type. According to industry reports, the future is gray for this last one, otherwise known as the baby Jag.

But why is it controversial?

The future is gray for Jaguars controversial junior executive sedan, the X-Type. (Photo: Jaguar Cars North America)

Although its true that Jaguar has shared architectures with other Ford Motor owned nameplates, namely the S-Type with the Lincoln LS, the X-Type used the underpinnings of Fords European midsize family sedan, the Mondeo, which was previously available in North America as the Ford Contour and Mercury Mystique. Traditionalists immediately lashed out at the idea of the posh and prestigious brand name being diluted by association to a bread and butter mass volume car.

To disguise

Traditionalists immediately lashed out at the idea of the posh and prestigious Jaguar name being diluted by association to a bread and butter mass volume car. (Photo: Shawn Pisio, American Auto Press)

its humble front-wheel drive roots, Jaguar equipped all models with permanent all-wheel drive, as rear-drive was not a viable configuration for the shared drivetrains. In any sense, the move for four-wheel traction was a first for the brand, but an acceptable decision to most. Beyond the powertrain, suspension and chassis, the X-Type was typical Jaguar, trimmed with wood, leather and featuring styling which aped the traditional XJ luxury sedan, although some complained its interior quality was below others in its class and what was expected in a car wearing the Jaguar badge.

Although the X-Type comes with a heavy base price, it matched its German opponents only in top-level trim. (Photo: Shawn Pisio, American Auto Press)

This last problem exacerbated another dealers were finding prohibitive to sales, the X-Types heavy price. Its sticker was comparable to equivalent Audi A4 and BMW 3-Series models, but it matched its German opponents only in top-level trim. To cater to customers on a budget, the idea of a less complex front-wheel drive model surfaced. Even the thought of a front-drive Jaguar was enough to send Jag enthusiasts into shock, but still the penny-crunching heads in Coventry went ahead with the decision. Two drivetrain firsts, all-wheel drive and front-wheel drive were introduced into the Jaguar kennel, the latter not in North America.

Speaking of the European market drivetrain issues persisted,

Bibiana Boerio, Jaguars new managing director was quoted as saying that the firm was addressing, "Whether the X-Type is a true Jaguar." (Photo: Shawn Pisio, American Auto Press)

but this time the problem was the lack of a diesel engine, priority number one in Europe whose population buys nearly as many oil-burners as it does gasoline powered vehicles. It took until 2004 for the X-Type to introduce its turbodiesel for European and Asian markets, yet another first for the leaping cat. Alongside the diesels 2004 introduction, Jaguar also pursued younger, active families by introducing a sport wagon version of the car.

Imagine if you will, one of the worlds most respected luxury brands selling a front-wheel driven, diesel-powered, compact station wagon. Its no wonder that Bibiana Boerio, the companys new managing director was quoted as saying that the firm was addressing, "Whether the X-Type is a true Jaguar." Although many of the changes made to Jaguars smallest are important in the compact executive segment, the latest

Analysts dont believe a sport wagon will cause much more excitement for the X-Type . (Photo: Shawn Pisio, American Auto Press)

adaptations may have diluted the brand a bit too much. Boerio told auto industry specialist Automotive News, "There is a time and a place for it, but at lower volumes."

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