[jag-news-discussion] What Jaguar must do

Disused Categories Jag-News-Discussion
1

What do you think?

I think it’s time for a little heat. And, thereby, perhaps some
light.

I am not happy.

Jaguar has lost their way. Sales are in the crapper, and seem to
be seeking an even lower level.

The X-Type is not selling, and it is not going to sell well.
Ever. It, frankly, isn’t very appealing. It is an average little
s*$&%box in a sea of average little s*$&%boxes. The better ones
are attractive to juveniles, while most are simple utility vehicles
designed to get one down the road to something better.

There have been a number of debates here and on the JCNA web site
about styling, utility, the Jaguar mystique, you name it. Is the
x350 styled properly? Is it better or worse than the x308?

We seem to debate the attractiveness and details of the deck chairs
whilst the ship sinks from under us.

Parenthetically, the recent ‘Gorgeous’ ad campaign is atrocious and
offensive, combining elitist arrogance with well-off ignorance and
impotence, all blended into a smarmy slime cocktail.

I mean, who in their right mind wants to be ANY of those classless
Cialis-fueled wimps in those commercials? Or the cheap, chilly,
and vacuous sex objects that seem to attract them. ‘Gorgeous?’
How about ‘Asinine?’

Why is the good name and image of Jaguar being defaced and defamed
through the company’s own advertisements?

Why has the company recently focused ad dollars on the unavailable
(although admittedly attractive) Portfolio sedan? Another reminder
that the company can build lovely, expensive cars for a few trust-
fund simpletons?

So.

What does Jaguar need?

Beyond a new ad agency, I mean.

Well, I submit the following:

  1. Jaguar needs a V-12. Big-time. 5.0 liter and 6.0 liter
    versions will do nicely. With superchargers

  2. Jaguar also needs a straight 6. The old one will do fine,
    thank you.

  3. Jaguar needs a light, inexpensive roadster … the XK-F …
    that will go like stink, and weigh about as much as a BMW Z-4.
    With the supercharged V8. And cost under $35,000. Think Shelby
    Cobra here, folks.

  4. Jaguar needs an aluminum S-type that will blow the doors off
    all those Teutonic daddy-supplied BMW M3s. A serious fast sedan.
    And the price must be right. Forget the electronic gizmos. Go for
    light. Go for basic. Go for value. Go for speed.

  5. Did I mention mid-engine? XJ-13. With the V-12, thank you.
    Keep it at or under Corvette and Viper pricing. Yessssssss.

  6. An SUV? Puhlleeeease. Put AWD on the Aluminum S-Type if you
    must, but let’s stop being silly. Honda and Toyota can deal
    adequately with the SUV market.

I’d love to see the company indulge in some serious Jaguar styling,
and some serious performance. Stop building effete automobiles for
old ladies and old men with more money than brains. Stop being
effete. Get real. XK-E real. XJ-13 real.

There you have it.

What do you think Jaguar needs to do?

Best,

Harold …–
1998 XJR Anthracite/Oatmeal, 62K miles and 18 lpm
Louisville, Kentucky, United States
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–

2

Harold,

Thanks for your thoughts.

I agree that Jaguar has lost its way, that the ads are offensive, simplistic
and rubbish, and that the X type is a waste of space.

There are a number of key issues Jaguar needs to look at.

Firstly, Styling. Enough with the retro cues, tacked on plastic chrome and
over embellishment. Sucessful Jaguars of the past were modern, simple,
elegantly beautiful… devoid of extra ornamentation and rubbish. Think
XK120, E type and XJ Series 1, where Jaguar was so confident in its styling,
it didnt see the need to have the word “Jaguar” anywhere on the car.

The simple design enabled Jaguar to tastefully embellish the cars as they
aged ala Mk 7-9 Xk120-150 etc, to get the most out of their tooling costs.

Todays Jaguars come with every possible badge, leaper, body moulding etc on
them, and from day one look like an over optioned run out special.

Secondly, Jaguar needs to look at the cars themselves. The original X200 S
type was, with out doubt the most unfortunate car to wear the name Jaguar.
They are noisy, they ride poorly, rattle and break. Just another conveyance.
Jaguar proved itself capable with the Series 3 S type, with its full
underbody sound and heat shielding… a much better car. Why didnt they do
that in the first place?

The X type, another tragedy. Its front wheels are about a foot too far back.
They have unbelievable road noise, a choppy ride, have THE most
uncomfortable, hard back seat on the market, the seat trimming is dodgy etc
etc. Those who have always aspired to Jaguar ownership and are tempted by
the reasobale price are soon tempted out of Jaguar ownership. Their old
Honda accord was better, and it didn’t break.

Thirdly, and importantly, Jaguar/Ford needs to get its act together with
parts pricing, warranty, parts availability and durability.

Jaguar customers, used to reasonable reliability from their x300 cars are
not amused to see Jaguar workshops full of V8 cars with smashed valvetrains
due to failing timing chain tensioners (why isn’t this covered by an
extended warranty), X and S types with gearboxes lying around. They’ve heard
the stories of noisy diffs, drivers door modules at $800 etc etc. Used
priced of V8 x308 cars are almost on par with the earlier x300s.

Are customers impressed when they find out that the Jag factory fix for S
types with boots that fill up with water is to drill more holes?

I think, at the end of the day, the reality is, that there isn’t such thing
as a REALLY bad car anymore. The luxury segment is in a position where it no
longer offers significant REAL engineering, safety or comfort advantages
over more mundane cars. In order to Justify 50% higher prices, luxury cars
are filled to the brim with gimicks that break, rattle and annoy over time,
and I think Jaguar is caught up in it.

Jaguar, on the whole doesn’t make anything exceptional, and the buying
public needs a little more than badly pleated seats, with wavy piping,
moulded carpets (but with optional $900 lambswool over rugs) on the whole
school desk quality veneering and a leaping cat hanging off the front to
make them buy Jaguars in any where near the quantities Ford wants.

Aaron Goldman
Brisbane Australia
'67 420
'71 XJ6
'72 XJ6
'89 Daimler 3.6

----------------snip--------------------------------------------------------------------------------------------------------------------

What do you think?

I think it’s time for a little heat. And, thereby, perhaps some
light.

I am not happy.

Jaguar has lost their way. Sales are in the crapper, and seem to
be seeking an even lower level.

3

In reply to a message from Aaron Goldman sent Fri 14 Apr 2006:

I agree with Harold and Aaron.
Jaguar have lost their way big time.

From my own experience parts availability for my 90 sov are getting
worse. I have ordered a back silencer on 3/4/06 and im now told it
will be sent some time mid June. An order placed for 5 wheels which
the factory have in stock and was told will take 2 days have not
been sent I am now told should sent from factory on 8/5/06. Three
emails and a phone call to jaguar/ford customer services over three
days. No reply to emails, Still waiting for phone reply. The
enquiries are passed on by ford to a customer relations company who
did not seem to one end of a car from the other.
This is all very sad for a jag lover.
Summery.
Latest cars mediocre.
Parts getting hard to get.
Customer services crap.
X300 last of cars with engine that does not try smash its self to
bits.
I feel the writing maybe on the wall.
Cheers Chris.–
The original message included these comments:
I agree that Jaguar has lost its way, that the ads are offensive, simplistic
There are a number of key issues Jaguar needs to look at.
parts pricing, warranty, parts availability and durability.
Jaguar customers, used to reasonable reliability from their x300 cars are
not amused to see Jaguar workshops full of V8 cars with smashed valvetrains
due to failing timing chain tensioners (why isn’t this covered by an
extended warranty), X and S types with gearboxes lying around. They’ve heard
priced of V8 x308 cars are almost on par with the earlier x300s.

–
ctc. 1990 4.0L Sov
cambridge, United Kingdom
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
–Support Jag-lovers - Donate at http://www.jag-lovers.org/donate04.php –

4

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

I must disagree with some of your valid points, e.g. larger
engines, in today’s climate of higher and higher fuel prices,
smalled and much more fuel efficient engines are required.
Specially in diesel, where Jag-Ford has done a good job.
I believe the real problem is the image of Jag, older, more
affluent drivers, since the car’s conception. … Ford-Jag has to go
down market age wise so to speak.
Jag has done a great job in terms of looks, specially the Estate-
Wagon that stands out among its competitors. Like Rolex and Porsche
maintaining styling is a good thing if managed well.
Jag should go after small fuel efficient engines. Small does not
mean not powerful with today’s engineering, proven by Jag’s X-Type
2.0 L diesel.–
The original message included these comments:

  1. Jaguar needs a V-12. Big-time. 5.0 liter and 6.0 liter
    versions will do nicely. With superchargers
  2. Jaguar needs a light, inexpensive roadster … the XK-F …
    that will go like stink, and weigh about as much as a BMW Z-4.
    I’d love to see the company indulge in some serious Jaguar styling,
    and some serious performance. Stop building effete automobiles for

–
S2
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
–Support Jag-lovers - Donate at http://www.jag-lovers.org/donate04.php –

5

Jaguar is doing just that in their marketing. Perhaps we are all getting
stodgy, because there are not too many current and classic Jaguar owners who
have liked the “Gorgeous” campaign, but my 24-year-old saw the 90 second
commercial which is the latest in the “Gorgeous” series and loved it. Until
this year, the last bold moves Jaguar made in the design department are 1996
(XK8) and 1975 (XJS). Their last real saloon remake was in the sixties. Why?
I honestly think they have been afraid to put off their customer base. Look
at the opportunity they had with the X350. They were working with a
radically new technology. The listened to their buyers who wanted more
headroom, they listened to the governments who demanded better fuel economy,
they kept excellent performance for a car that size, but then they didn’t
break any new ground with the styling. I hate to say it, but perhaps owners
are driving the company more than we think. Compare that to Jaguar decades
ago. They had a new engine; they wrapped it in the XK120. The Mark 1 was the
world’s first sports saloon. They built the E-type and created an icon.

This situation is not new in the automotive industry. Cadillac was in the
same position a decade ago. No one under fifty would even consider owning
one. The people who owned them were the people who remembered their iconic
status from the forties and fifties. In the fifties, a thirty-something in a
new Cadillac had made it. In the seventies “pompous jerk” was the
stereotype. By the eighties, we just shook our heads – the poor slob was
generationally challenged. Cadillac was in serious jeopardy of losing their
customer base, not because they were switching to other marques, but because
they were dying off! Their solution was to reinvent themselves beginning
with the Evoq concept. A lot of people don’t like the edgy styling that has
been based on the Evoq, but with a lot of advertising with (dare I say it)
thirty-something, muscled/waif-like, deeply-tanned, Oakley-goggled, model
types, they’ve reinvented themselves. It didn’t work with the Catera (a
rebadged Opel) and their existing line. It required a complete redesign from
top to bottom.

If there had been a Caddy-Lovers, I’m sure there would have been wailing
about the new designs. “Ugly” would have been the predominant word. There
would have been hand-wringing from the faithful about how this marked the
end of Cadillac. The CTS, a roadster? Cadillac had never made a roadster –
Caddy-Lovers would have decried that as tainting the marque, dragging it
down into the abyss of all the other marques who used that transparent ploy
to seduce youth. And what would they have said about the Escalade? The
closest Cadillac ever got to an SUV was a hearse.

But guess what, the radical departure worked. Cadillac is back, not with the
geriatric set, but with a new generation of Americans.

Jaguar is in the process of reinventing itself. There are car guys running
Jaguar. Ian Callum and the design team are car guys (do a Google search and
read his bio). The marketing team are car guys. Management, having seen the
writing on the wall, has reluctantly begun to listen to the car guys. They
aren’t going to save Jaguar with tweaks of staid designs. The X350 is the
last of the old guard. The new XK is the first of the new guard, but right
now, it is the Catera of Jaguar. It’s a niche car and won’t be enough to
turn around the market’s perception of Jaguar. The more mainstream 2007
S-type will. Expect something completely different. Expect something as
radically different as the Mark 1/2 or the E-type was in their days. Expect
something akin to the R-D6, not in looks necessarily, but in approach and
innovation.

Fear not. If Ford can hold it together long enough, we’ll look back fondly
at the late '00s era as Jaguar’s renaissance.

“Mark 1” Mark Stephenson
'52 XK120 S673129, '59 Mk1, '84,'85,'86 &'95 XJ6-----Original Message-----
From: owner-jag-news-discussion@jag-lovers.org
[mailto:owner-jag-news-discussion@jag-lovers.org] On Behalf Of S2Jag
Sent: 05/06/2006 7:23 AM
To: jag-news-discussion@jag-lovers.org
Subject: Re: [jag-news-discussion] What Jaguar must do …

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

I must disagree with some of your valid points, e.g. larger
engines, in today’s climate of higher and higher fuel prices,
smalled and much more fuel efficient engines are required.
Specially in diesel, where Jag-Ford has done a good job.
I believe the real problem is the image of Jag, older, more
affluent drivers, since the car’s conception. … Ford-Jag has to go
down market age wise so to speak.
Jag has done a great job in terms of looks, specially the Estate-
Wagon that stands out among its competitors. Like Rolex and Porsche
maintaining styling is a good thing if managed well.
Jag should go after small fuel efficient engines. Small does not
mean not powerful with today’s engineering, proven by Jag’s X-Type
2.0 L diesel.

6

In reply to a message from Mark Stephenson sent Sat 6 May 2006:

Totally agree…
Ford saved Jag from ruin and is slowly putting it back on track,
safely at first and while new models are coming out for a new
market segment, younger aged drivers, etc… they are also
safeguarding the oldies image with their upscale models, which many
ex German car buyers cherish the Jag lines and classy looks. I have
heard it many times from my more affluent friends , ‘how can I be
different’, and soon they answer their own question, ‘I will get an
XJ… Jag’…
On the other hand Ford-Jag have to be careful, a good example is
Porsche, for decades they came out with more affordable Porsche
flops until the Boxter finally clicked…
I am confident Jag will be able to come out with sexy younger
market cars. The X-Type may not have been a hit, as Jag was shaking
a 50-60 yr old reputation, but the turn around will come…

PS, heard through the grapevive that Jag may be axing the X-Type by
2008-9… any info on that?–
The original message included these comments:

I honestly think they have been afraid to put off their customer base. Look
read his bio). The marketing team are car guys. Management, having seen the
writing on the wall, has reluctantly begun to listen to the car guys. They
Fear not. If Ford can hold it together long enough, we’ll look back fondly
at the late '00s era as Jaguar’s renaissance.

–
S2
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
–Support Jag-lovers - Donate at http://www.jag-lovers.org/donate04.php –

7

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

Absolutely right on! I looked at the advert for the latest XK
(very big deal on AOL these last few days) and marvelled at all the
high-tech gizmos. The electronic transmission with shift buttons
on the steering wheel, the color television in the middle of the
dashboard, Keyless entry, keyless start.
Really nice high-dollar toys for the rich folks. And the car price
approaches $80,000! Will I ever buy one? No.
Think of what it will cost when any one of those cute, needless,
devices stops working. Will it cost $1,000 to have it repaired?
Probably.
As as folks have already said, Jaguar needs to produce a light,
fast, stylish, simple car that gets the heart beating faster. We
don’t need a living room on wheels to coddle us. That’s the appeal
of the E-Type and the Series I, II, and III XJ6s. The XJ40 is a
very nice car, but it’s not a bit sexy. And it costs tons to get
it serviced.
So, Jaguar: Knock off the glitz. Build a car that the masses will
crave! Give it an excellent stereo and air conditioning and good
mileage and piles of elegance and grace. And make it dead reliable
so it won’t be plagued with $1,000 trips to the shop every time you
turn around.–
The original message included these comments:

Jaguar has lost their way. Sales are in the crapper, and seem to
be seeking an even lower level.
The X-Type is not selling, and it is not going to sell well.
s*$&%box in a sea of average little s*$&%boxes. The better ones
are attractive to juveniles, while most are simple utility vehicles
designed to get one down the road to something better.
There have been a number of debates here and on the JCNA web site
about styling, utility, the Jaguar mystique, you name it. Is the
x350 styled properly? Is it better or worse than the x308?
We seem to debate the attractiveness and details of the deck chairs
whilst the ship sinks from under us.

–
Pete 70 XKE (193K) 88 XJ6 (233K) 88 XJ6 (217K) 60 Mini
Severna park, Maryland, United States
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
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8

How rose-colored glasses tint our view of the past.

I’ll agree with you on the E-type, but S1, 2, or 3 XJs?. The only reason
they didn’t have the all the whiz-bang gizmos on them is that they hadn’t
been invented yet. In fact, the gizmos they did have were somewhat
antiquated for their times, not because Jaguar was harkening back to a
simpler time, but because Jaguar didn’t have the money to upgrade to newer,
more reliable technology. If the Climate Control breaks in a S3 XJ, you can
easily spend $1000 at a shop getting it fixed. The vacuum-operated box with
cams and levers is quite pricey as is the AC amplifier. And try tracking
down a leak in one of the miles of vacuum hoses needed to run the thing.
Give me ribbon cables, circuit boards, and on-board diagnostics any day.

Speaking of cost of repairs, please don’t hold up the S2 XJ (when new) as an
example of anything good, except for styling. That one car, more than any,
is the poster child for huge expenses after the sale. If there was one car
that epitomized all the Jaguar jokes – “you need to own two because one
will be in the shop,” “you need to hire a full-time mechanic to keep them
running,” etc. – it was the S2 XJ. That car was so unreliable that the
perception, now misperception, remains pervasive three decades later. Your
comments indicate that even you are still operating on the assumption of
unreliability.

The fact is that Jaguars are infinitely more reliable than they were thirty
years ago. If there was a J.D. Powers in 1975, Jaguar would have been at the
bottom of the luxury car class and probably dead last overall. Now they are
#2 behind only Lexus. The word used most often to describe the reliability
of the X300s is “bullet-proof” and that’s a decade after their introduction.
Patterns of gizmo failure are coming to light – steering wheel reach motor,
self-dimming rear-view mirror, memory seat potentiometers, LCD clock
display. But when these break, you are left with … a more basic car like
you are wishing Jaguar would create. The X308s had engine problems in 1998
and 1999, but that certainly doesn’t fall under the heading of gizmo
failure. The electronics on those cars are surprisingly trouble-free. The
X350 has been around for a couple years yet no pattern of problems has been
established. Quite remarkable for a car that’s been completely redesigned
utilizing a completely new structural technology. I don’t expect anything
different from the new XK.

I think it would be an excellent marketing decision for Jaguar to make a
high-performance, minimalist roadster, but otherwise, in the North American
market, they are strictly a luxury marque. There is no way they could make a
no-frills saloon or even a grand tourer like the XK for the masses. People
have come to expect sophistication and gizmos in luxury cars. They want
SATNAV, climate control, adaptive cruise control, backup sensors, sound
systems with speakers in every nook and cranny, and airbags that pop out
everywhere. Jaguar can’t compete in the no-frills market. They offer base
models with cloth seats, smaller engines, and fewer gizmos in Europe where
there are no import tariffs or currency fluctuations and where they can be
sold competitively. But in North America, a stripped-down Jaguar would be a
really expensive Impala or Crown Vic and worse, it would eliminate the one
thing, besides style, that Jaguar does have going for it – exclusivity.
Name another marque that gets the same reaction when you tell someone that
you own one. (I bet anything you come up with is far more expensive and
sells far fewer cars.)

Jaguar’s one attempt at the entry level – the X-type – has been a disaster
because it has “cheapened the marque” according to many. Even though it’s a
Jaguar-design that shares no major components with any Ford (other than the
2.5L block in the former base model) everyone continues to compare it to the
Ford of the same size. $35,000 is a lot to pay for Contour/Mondeo, they say,
and they are right. Without the gizmos, a luxury car becomes pedestrian.

If people want simple, they’ll buy a low-end Chevy, Ford, Dodge, Toyota, or
in my case, a Kia. Do I want Jaguar to make a Kia? Not on your life.

“Mark 1” Mark Stephenson
'52 XK120 S673129, '59 Mk1, '84,'85,'86 &'95 XJ6-----Original Message-----
From: owner-jag-news-discussion@jag-lovers.org
[mailto:owner-jag-news-discussion@jag-lovers.org] On Behalf Of Jaguarpete
Sent: 05/10/2006 6:48 AM
To: jag-news-discussion@jag-lovers.org
Subject: Re: [jag-news-discussion] What Jaguar must do …

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

Absolutely right on! I looked at the advert for the latest XK
(very big deal on AOL these last few days) and marvelled at all the
high-tech gizmos. The electronic transmission with shift buttons
on the steering wheel, the color television in the middle of the
dashboard, Keyless entry, keyless start.
Really nice high-dollar toys for the rich folks. And the car price
approaches $80,000! Will I ever buy one? No.
Think of what it will cost when any one of those cute, needless,
devices stops working. Will it cost $1,000 to have it repaired?
Probably.
As as folks have already said, Jaguar needs to produce a light,
fast, stylish, simple car that gets the heart beating faster. We
don’t need a living room on wheels to coddle us. That’s the appeal
of the E-Type and the Series I, II, and III XJ6s. The XJ40 is a
very nice car, but it’s not a bit sexy. And it costs tons to get
it serviced.
So, Jaguar: Knock off the glitz. Build a car that the masses will
crave! Give it an excellent stereo and air conditioning and good
mileage and piles of elegance and grace. And make it dead reliable
so it won’t be plagued with $1,000 trips to the shop every time you
turn around.

–
The original message included these comments:

Jaguar has lost their way. Sales are in the crapper, and seem to
be seeking an even lower level.
The X-Type is not selling, and it is not going to sell well.
s*$&%box in a sea of average little s*$&%boxes. The better ones
are attractive to juveniles, while most are simple utility vehicles
designed to get one down the road to something better.
There have been a number of debates here and on the JCNA web site
about styling, utility, the Jaguar mystique, you name it. Is the
x350 styled properly? Is it better or worse than the x308?
We seem to debate the attractiveness and details of the deck chairs
whilst the ship sinks from under us.

–
Pete 70 XKE (193K) 88 XJ6 (233K) 88 XJ6 (217K) 60 Mini
Severna park, Maryland, United States
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
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9

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

You guys are funny.

The new Jaguars are massive improvements on the older models.
Jaguar has moved on to the 21st century. You all might want to
consider doing the same thing instead of whining about the good old
days, which weren’t really that good.

Win Dooley
Fort Smith, Arkansas

2004 Xj8
1993 Xj12–
Win Dooley
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
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10

In reply to a message from Win Dooley sent Wed 2 Aug 2006:

Jaguar quality and reliability seem to be much improved. This would
be a better selling point than ‘‘goreous’’. Everyone knows women love
Jags and the men that drive them :>) The S type is the car that has
me looking at Jaguar, but it is several years overdue for a
redesign. A new model with all-wheel drive and turbo-diesel for the
US market would be attractive.–
The original message included these comments:

The new Jaguars are massive improvements on the older models.

–
JUMPINGJOE
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11

In reply to a message from Win Dooley sent Wed 2 Aug 2006:

I met a Jaguar line mechanic in my prior profession. I was a claim
adjuster. I am now retired. I mentioned that I had an 83 XJ6, then
in the process of conversion to Cadillac LT1 power. He told me that
his shop had done a lot of conversions. He had little good to say
about the ‘‘rebadged’’ Taurus for Jaguar money, other than it was a
solid but unimaginative performer. ''Put it on a lift and it is a
Taurus! He did admit that in his opinion, Ford did save jaguar and
his job from oblivion!

Carl aka JAGCAD–
The original message included these comments:

You guys are funny.
Jaguar has moved on to the 21st century. You all might want to
consider doing the same thing instead of whining about the good old
days, which weren’t really that good.

–
Carl Hutchins
–Posted using Jag-lovers JagFORUM [forums.jag-lovers.org]–
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12

In reply to a message from Win Dooley sent Wed 2 Aug 2006:

IMHO, The '‘good ‘ol days’’ were better, for a ‘‘car nut’’.

Yes, The new Jags are more reliable, However, back in the
early '60s when I was driving my 1st Jag {a 1953
XK120}, ‘‘reliabilty’’ was not very high on my list of priorities.
Everything about the car was fun!

Jaguar used to build cars for ‘‘enthusiasts’’ They don’t any more.–
The original message included these comments:

You guys are funny.
The new Jaguars are massive improvements on the older models.
Jaguar has moved on to the 21st century. You all might want to
consider doing the same thing instead of whining about the good old
days, which weren’t really that good.
Win Dooley

–
Ed, 1994 XJ6 VDP, Oklahoma
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13

In reply to a message from Harold Leggett sent Thu 13 Apr 2006:

I put my money where my mouth was and purchased a '95 XJR in
Turquoise to go along with the '97 XJ6. I’m a 30 year old single
male that has a fuel tank for a stomach and Z-rated AAA shoes.

There isn’t a single car in the Jaguar model line since the XJR-S
and X300 that has kindled any Jaguar passion inside me. I began as
a saloon lover with my Series 2 XJ12, learned what the XJRs were
when I spotted my first, finished in Turquoise/Grey Marble no less
in Surrey at a JEC show in 2000 and fell in love. The XJ13 is
blindingly gorgeous.

When a bargain basement XJR is a leap in performance, reliability,
and edginess over the standard models, is it any wonder why the
newer cars are considered more ‘‘transport’’ than anything else?

I love all cars, imports, American, custom hotrods, motorcycles,
concepts, you name it. My appreciation for anything with or
depicting a fuel tank runs deep but there is nothing desirable from
Jaguar in the last couple decades. There is nothing for my
generation.

Jaguar needs to focus on quality and I don’t mean reliability or
workmanship. I mean fast, sleek, well priced automobiles. We
get ‘‘Gorgeous’’ ads while Ferrari shuts down city streets in major
world cities to film a 2min homage commercial to their racing
partnership with Shell. See my new thread for a link.

I read some auto spies board and the XF thread being posted in
daily and it stirred people. It didn’t stir us, the stodgy purists
and thats okay. But I fear if the reaction from the market is slow
and sales are not very strong, there is no one with the ability to
do something bold, something radical, to press forward with more
innovation.

Is there anyone there working into the wee hours of the night like
Jaguar of old on special models? How about a batch of F-types to
hand over to the press without leaking info about it early?

Harold, if only you and I had jobs there changing jugs of water in
the watercoolers, the things we would whisper in people’s ears
spreading our evil thoughts…

Here is a picture of me at the Cars and Coffee meet last Sat
christening in the new XJR in the PAG parking lot of Mazda.

http://s66.photobucket.com/albums/h267/JaguarXJ12/?
action=view&current=1.jpg

I’m only one of a handful of Jags there, the rest being a couple of
XK140 and XK150’s. Aside from me, no Jaguar made in the last 30
years in the lot. NONE. Are there any Jaguar employees? Nope.
Any Jaguar management? Nope. How about Ford executives? Nope.
But you will see someone with a name tag assigned to monitor and
walk around, make sure the cafeteria is bring out goodies to sell
to help the show recover from being kicked from its last venue.

To give you an idea, this show draws hundreds of exotic cars,
American muscle, tuned imports, special racing Ferrari’s worth
millions every… single… Sat and it lasts for 3-4hrs.

Jaguar doesn’t employ nearly enough real car people, they employ
suits with car interests.

Sunny–
Sunny Garofalo, '97 XJ6, '95 XJR
Northridge, CA, United States
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14

In reply to a message from JaguarXJ6 sent Fri 23 Mar 2007:

I was going to suggest that models like the XJR are the standard
model, and I had the Autoweek article describing the radical idea
to sell only R performance models until the redesigns are ready
opened in a separate window. I only now noticed what the article
was about… Haha, sweet irony. Too little, too late Jaguar. Too
little, too late.–
Sunny Garofalo, '97 XJ6, '95 XJR
Northridge, CA, United States
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15

In reply to a message from JaguarXJ6 sent Fri 23 Mar 2007:

Yowza Tony,
I wholeheartedly agree with you. While I’m open minded enough to
realize I may not be Jaguar’s targeted market the
current ‘‘Gorgeous’’ campaign is nothing but the last gasp of a
marketing group that realizes the product isn’t right.
Ford has helped in some ways and definitely has dragged their
manufacturing line into the mid, yes mid 20th century but it is
going to take so much more and in light of Ford’s financial issues
I’m not sure there are many options.
I doubt the sale of the Company will ever take place.
While I’d love to buy a new one they have dragged the price up
and left their quality about $30K behind. Years ago Jaguar would
have a well thought out plan for amortizing their tooling costs
over a long period, say ten years or better and do facelifts and
engine modifications to keep current. They now introduce new
models that don’t sell and try and recoup their tooling costs as
soon as possible making the per-unit costs so much higher. A non-
selling design now lanquishes and another tooling change is begged
for from Ford and Ford can’t afford the bad decisions from Jaguar
any more than they can afford their own.
Later, Ross W. Lovell
P.S. The F-Type has been a bad idea for two reasons. First no
one wants to say ‘‘my F’n Jag just crapped out again’’. But more
importantly every time Jaguar talks about the F-Type it’s a
reminder that it’s closing in on 50, that’s FIFTY, years since
Jaguar feels they have made a worthy sports car so I guess
everything in between has been lackluster. Again not my opinion,
Just going by Jaguar’s press releases since they can’t reference
anything newer.
Those who don’t acknowledge history are doomed to repeat it
Later RWL–
Lovell
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16

In reply to a message from JaguarXJ6 sent Fri 23 Mar 2007:

The money Jaguar spends on ads, brouchures,TV and internet is
wasted.

They show glimpses of the models in a washed out blackish-green and
white. The details of the vehicles can not be determined. No color
can be seen.
I posted a note to Jaguar regarding this.

I do not know what is on the minds of the folks in charge of
advertising but it is not effective to attract me as a potentio=al
buyer.
I have a brouchure with the same photos.
Cost Jaguar $4.75 USD to mail it to us. I had to throw it in the
trash.–
The original message included these comments:

get ‘‘Gorgeous’’ ads while Ferrari shuts down city streets in major
world cities to film a 2min homage commercial to their racing

–
Frank M Derry,NH '90 XJS- '04 XJ8 www.mulone.com/blonde.htm
Derry, NH, United States
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17

In reply to a message from FrankM sent Sun 16 Sep 2007:

Yowza Frank,

You bring up an excellent point on the brochures. I know when I
first received mine I was looking foward to seeing the new models.
Models of cars that is, not some new watch or some mosel posing as
a potential customer.
More importantly name me just a company whose
advertisments are 50 years old or better that uses the same
technique. These ads will be useless to the people who collect
these things dowm the road in a few decades, that is unless it’s a
marketing professor using it as an example of what a company should
not undertake for a marketing campaign.
U.S.Steel was famous is their campaign for asking the question,
why would anybody pay extra for an aluminum can that is lighter but
not as strong as a steel can. We know how that ended.
Later and Good Health to You and Yours, Bob Lovell–
The original message included these comments:

The money Jaguar spends on ads, brouchures,TV and internet is
wasted.
They show glimpses of the models in a washed out blackish-green and
white. The details of the vehicles can not be determined. No color

–
Lovell
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