Jaguar To Move Back Upscale?

by Erin Mays (RSS feed)
May 8th 2007 at 6:09PM

Jaguar die-hards scoffed at the X-type when it came out, seeing it as the automaker's attempt to woo drivers with a Cadillac bank account to the high-end brand. Like any automaker's foray into cheaper waters, the volume helped the bottom line for Jaguar, but slumming it may have done damage to the brand. Those die-hards may be in luck -- it seems that the automaker is considering axeing the X-type from its lineup.

Jaguar introduced the X-type in 2001 to attract the typical BMW 3-series owner, but stuffy styling, a Ford platform and quality issues held the model back from breaking the 100,000 unit/year barrier. Despite the drawbacks, the model accounts for as much as 60 percent of Jaguar's sales depending upon the market. As Jaguar plans its future, it may axe the X-type, despite the model's impact upon the automaker's financial success.

The move comes as Jaguar aims to move back upscale to a lower volume, higher profit situation, which it may be pursuing in order to be more attractive to would-be investors should Ford decide to put Jaguar on the bloc k. Instead of the X-type, Jaguar dealers will rely upon the XF, the S-type's replacement, for its sales. More comparable to a 5-series or Mercedes E-class sedan, the XF as the entry level vehicle should move Jaguar back up the ladder perception-wise. Other new models, such as the XK, will also be important as Jaguar seeks to come back from its slump.

[Source: The Age]

Tags: bmw, cadillac, ford, Jaguar, land rover, LandRover, mercedes

Filed under: Luxury Cars & Autos

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Reader Comments (Page 1 of 1)

eBusiness May 8th 2007 11:38PM

Good move the X-type was a mediocre vehicle anyway and it certainly drove the overall value of the brand down.

http://www.ebizmba.com

Trey May 9th 2007 8:00AM

Probably for the best. The X was ugly and small - two things Jaguar isn't known for. Hell, it's just a Taurus with the famous feline head on the grille.

Henry May 9th 2007 10:11AM

Actually it's a Ford Mondeo, which makes one wonder if Ford is not going to give the US the next generation Mondeo as the X Type, why not give it to us as a Ford?

Focus: Good riddance, give us the new Mondeo and kill the Fusion

naugahyde May 14th 2007 12:37AM

"give the US the next generation Mondeo as the X Type, why not give it to us as a Ford?

They tried that with the Contour / Mystique - and it did not work.
Maybe it could work this time... but they would have to do it better.

They would probably sell well in Detroit though, I can remember going there in the early 90's and seeing more Merkur coupes and sedans in a week than I had seen in Arizona for an entire year. It was a way for Detroiters to have a "foreign" car and stay within the fold. Also, I think that Ford was pretty much giving them away to employees to relieve them of unsold units.