Jaguar: The Cat's Story

Jaguar: the cat’s new storyWhile other classy European cars like Range Rover, BMW and Mercedes Benz are global household names, the Jaguar has remained a species very exotic and vulnerable. Now, after messy living, the Jaguar makes a comeback in the new XJ 2010

By Kamau Ngunyi (   http://www.linkedin.com/pub/kamau-ngunyi/a/797/7a4)


If cars could be equated to countries, the classy British car going by the name Jaguar would be Greece.
Most people know Greece –for the old days schoolers, than for anything else in its recent history. Jaguar’s significance in motoring has been more felt in the past.
While other classy European cars like Range Rover, BMW and Mercedes Benz were building into global household names, the Jag chose to remain a species very exotic and vulnerable. That cost it.

Today, the Jag is remembered for a rich legacy between the 1930’s to 80’s. During this era, founder Sir William Lyons etched creative designs and built eye catching luxury saloons and sports cars. He was doing well.

Trouble may have began in the 1990 when Ford bought the car company, and the marquee seem to have lost it completely. Like Greece it was dead broke and living “dangerously.  When it tried “democratizing luxury” Jaguar came down tumbling.  Ford philosophy for mass cars was like Toyota in this decade: make many, price lowly. Luxury comes at a cost and the aristocratic loyal fans of the Jaguar protested and shunned the marquee all the same. Ford learnt that when you make a luxury item all so common, the zeal dies off. 

For the period up to 2007, the number of Jaguars on the road reduced drastically. In untraditional markets like East Africa, the model was on its deathbed. To spot one, you would have to wait for the next Concours d’Elegance and sift through spruced war time vintage models. Jaguars manufactured in the last decade are just not appealing.

Its poorest selling model, the 2003 Jaguar XJ, for instance was accused of wearing pre-WWII makeup and bed time manners. Jaguar enthusiast termed it “traditional” and indistinctively lacking of founder Sir William Lyons creative lines.

Which cars in this century still wears a set of round eyes? Even the Volkswagen Beetle’s new edition “the baby” and the Mercedes, which were earlier better known for round headlights, know better. In the 21st century, good design sell and green means the jungle!

The XJ 2003 had a backside that slant all way to the rear bumper. It painted the picture of an elderly tribal chief climbing a hill with the support of a walking stick. Compare that with the energy and enthusiasm of the animal it is named after and you understand just how bad it had lost the plot.
And thus, young people developed little taste for the Jaguar. Up till the 2008, when the XJ was fine tuned, the biggest group of owners remained wealthy aged folks- who drove down the road slowly as if avoiding imaginary pot holes.

Without the interest of youth who constitute a big chunk of repeat car buyers, the Americans owned Ford threw in the towel and sold the company to the Indians. Tata Holdings bought both Jaguar  and Land Rover in 2007. It is successfully reclaiming the glory of British cars. Last year, Land Rover launched the Range Rover 2010 and Discovery 4. This year, Tata gives the world the Jaguar XJ 2010.

Now this is a Jaguar! 

From pre-launch details released by the Jaguar Company, the XJ 2010 is a stunning departure from the old Jag. It is young, wearing an ambitious sports frame. The round headlights are gone, replaced with catlike bi-xenon eyes. That fish-like sprouting grille is gone- replaced by a more sophisticatedly planned and appealing front. Interestingly, this new design still manages to keep Sir William’s lines. Complemented by a taut waistline, these lines accentuate the impression of length and elegance, and create a natural tension as it fades from the front arch into the middle section of the car before reappearing as a strong haunch towards the rear.

Though the sculpted jaguar no longer graces the bonnet on the XJ 2010, the bonnet folds and curves still relate to the original Jaguar. The best of it is in the interior comfort definition: in the new XJ, we have a five star lounge on wheels. Inside, the XJ is a festival of technology resting under the cool of phosphor blue lights.

Compared to the former, this Jaguar has gone a markedly different route – and surprisingly, achieves an even sportier appeal. Yes, there are similarities, including Jagsense reading lamp and glovebox switches as well as JaguarDrive, the company's by-wire rotary gear selector. But the dashboard panel itself is completely different, set low underneath the windscreen and offset dramatically by wood inlays that hoop the interior's perimeter in a gorgeous uninterrupted band.

Traditionally, Jaguar engines have never been questioned for power and output. But clearly, the new XJ is a car that is best experienced in drive than described.  So will Jaguar resurface on the East African roads, my guess is a good yes. This is one car, in a short list that the Kenyan top earner will obviously die for.

Kamau Ngunyi is Lead Consultant at Wheels Media, a corporate communication consultancy. He can be reached on: kamaungunyi@gmail.com