Taking a cue from my 24/7 blog mate Torbin, I've decided to lead with a more provocative post title prompted by my first live sighting of the new Jaguar XF on Hwy. 101 the other evening. At first blush (I came upon it from the right rear), before I had a positive ID as to the make, I took it to be just another amalgam of Japanese corporate committee styling, or perhaps another upmarket Hyundai, albeit with a little more flair.

My memory started to register a radio spot I had half caught earlier in the week for the XF that included some drivel about the electronic key fob that pulses visually to the engine's heartbeat, the incredible novelty of the disappearing shift and some other aspect of the luxurious interior that captivate. A synapse or two made the connection and now I was interested in the beast.

Backing off the throttle, I began circling around it, taking it in. No, it wasn't quite as it first seemed, because there was a bit more verve to the lines, an assertiveness that is generally lacking in vehicles from the Far East (or in Nissan's case, a bit of false assertiveness). It was definitely a Jaguar, but one that has finally shed the visual references to the post-classic period in Jag styling - it is (at last) not a thrice reborn XJ6 (XJ8 > X-Type). I'm beginning to think this is progress, and some aspects, if not the whole package, are indeed pleasing.

Unfortunately for Jaguar's marketing positioning, this Cat's driver more closely matched a past, now almost fossilized Jaguar demographic rather than the one they're ostensibly (or do I mean ostentatiously, or even desperately?) attempting to attract now.Automotive gestation being what it is, I knew this wasn't in anyway Tata influenced - other than knowing that the new Indian masters have given Jag the AOK to proceed with their renaissance when Ford could not. (One can't help but savor the irony of the formerly colonized owning such a hallowed brand.)

I would think that the XF is the fruition of the make or break remake that seems to have taken hold of Jaguar prior to the Tata sale. Overall, the my first take says that the XF is not all that bad, but I couldn't shake the feeling that a lot of what I was seeing had been done before,and recently. What influences were at work here? Whose styling cues are tweaking and probing my visual receptors? And my visceral reaction?

As I came up on the beast from behind, we might as well start the styling originations there, and as I mentioned before, one of my first thoughts was of Hyundai. The Korean company has a history of rather shamelessly "borrowing" many design cues from both across the Eastern Sea and Europe. Most recently from BMW and the Bangle school of auto butt design. For all the disparagement BMW has taken this development has been influential (add Camry alongside Hyundai). Notwithstanding BMW's almost tacit admission that it perhaps might not be what the masses want (the 3-series continues to lack a bangle butt even in the mid-cycle redesign for 2009) is not reflected in the new 7 series, and I must say Jaguar has let it influence their rear end treatment of the XF in a softer, gentler way as you can see.
The BMW influence continues in the Jag's C pillar, showing a soft, but striking, a Hofmeister Kink (although BMW's Wilhelm Hofmeister gets the credit, it turns out the real credit for this enduring styling trick goes back a decade further to the Dodge Dart of 1964 or even beyond that to a 1951 Kaiser).
Moving to the front, the Jag sports a look that shows a profound Maserati similarity along with latter day Volvo influences a well (the grille pucker - perhaps from having Ford as the uber owner of the two?). The Maserati cues are particularly noticeable in the grille's ovoid shape and the raised, tapering hood bulge.
And in between? Well the roofline doesn't buck any trends, emulating the Mercedes CLS with the pseudo coupe look and the wheel arches scream Audi. But it's getting more difficult to be truly original these days, and Jaguar can't afford (can Tata?) another miscue in a marketplace that has little patience for a marque that milks nostalgia like the Cat has in the past. From an aesthetic standpoint, I think Jaguar has actually come up with a visually pleasing package, and as a package, it falls closer to stunning looker than a derivative poser. I wish them success - let's hope it drives as well as it looks.

Labels: Dodge, Hofmeister Kink, Jaguar XF, Kaiser, Mercedes CLS, Tata

Is Jaguar going to benefit or go further into decline in the coming years and decades owned by Indian conglomerate, Tata? Having worked for Ford Motor Company for a few years at its corporate headquarters in Dearborn, Michigan, I have an opinion or two on this issue. Also, with this acquisition complete, we will all become familiar with this logo, as Tata is now on the world stage.

The short answer is: it will largely depend on how much money is invested and involve a degree of unpredictable luck. Ford invested a lot, actually billions, and it still didn't quite work out as planned. Ford tried valiantly to right Jaguar's woes and couldn't. I hate to say it, but Tata will likely need to leverage the new XF design and reformat the entire Jaguar image, leaving everything we know today in the past. Ford tried very hard to keep the stately designs of yesteryear (introduced the S-type and X-type car lines and refreshed the all new XJ and XK) that just didn't sit right with well-heeled buyers who wanted something newer looking instead of father's Jaguar. At the time, I wholeheartedly thought Ford's corporate direction was wise to stay true to the stately Jaguar heritage in spite of its competitors fresh (many say BMW's ugly Bangle design) style direction. Sometimes focus groups don't yield the desired results and sales were poor.

Will Tata handle the challenge? Will Tata's management have the perseverance to stick out the tough times and continue to invest in new platforms, drivetrains, powertrains, safety devices, manufacturing facilities, new technologies, top management staff, new product lines, etc? The cost is in the multi billions, and there are several car lines to support and grow in an ever increasingly competitive market environment. And...Tata has to cope with all the same issues at Land Rover too!

Granted, I don't have inside experience at Tata, but while it is an enormous corporation, the strains and complexity of a medium scale automotive manufacturer like Jaguar (not to mention Land Rover) will test Tata's resolve. The $2.3 billion paid by Tata (actually it is $1.7 billion paid after Ford subsidizes another $600 million to further fund the pension plan) pales when compared to $2.5 billion it paid 1989 for Jaguar and $2.7 billion in 2000 for Land Rover. Ford invested another $10 billion since 1989 to improve the two brands. These are nutty sums of cash...and investments that didn't pan out. The Indian company gets a chance for the first time to stand on the world automotive stage with two prestigious brands with steeped British history and this is very alluring to Tata's billionaire majority shareholder, Ratan Tata. Now, we will see how long the honey moon lasts and see how good looking are the children going to be.

I think Tata will end up casting off Land Rover in the next few years to a company who sees upside to producing upscale trucks. I think Tata will give it a serious go with Jaguar for the next decade without hesitation, even if sales are slow and the brand falters. One thing is for sure, Jaguar will not be an easy brand to manage. Ford's time with Jaguar will hopefully be noted in the history books as a quality attempt to right the struggling brand and not be written off as an obvious squandery under American ownership. Ford put a lot of attention into Jaguar and genuinely desired to improve the brand. While Jaguar did indeed improve in sales, quality and product breadth, the up tick was insignificant compared to the price tag Ford invested.

This brings us to another prestigious brand that has recently been spun off from Ford after 20 years to its newest and 13th owner for $925 million. Aston Martin is now owned primarily by a Middle East (Kuwaiti) funded private equity firm. This too will be interesting to see if they recognize the needs of an automotive holding that requires them to plow hundreds of millions (or easily billions) of dollars continually for refreshing and redeveloping the brand, much like loved or hated George Steinbrenner had done for decades with that one New York baseball team. Aston Martin's current path is positive, but without continued massive loads of engineering, technology and design, the car magazines and pundits will quickly dismiss the car as having veered of course. Aston Martin's brand has historically suffered in the shadow of Ferrari, fairly or unfairly. Point being, even with Ford having invested massively in the VH platform, V12 and recently V8 engines, Ian Callum's designs and new product lines, the car maker has just barely turned the corner towards a high quality product, beautiful styling, increasing production and sales and profitability...and then it got sold off. To use another baseball analogy, since it is the beginning of baseball season, the Marlins win the World Series only to then get sold off and dip back into the pool of contenders. Let's hope that Aston Martin's new home leads to a different fate.

The automotive industry is rife with companies that got the formula correct only to briefly take a collective sigh of relief and revel in the good times before realizing they are driving right back into the ditch again. Time will tell for Jaguar, Land Rover and Aston Martin. When I was at FoMoCo, I solidly thought those three brands had a permanent home for eternity. How quickly things change when money and patience run out. Let's wish the brands well.

Do you have a perspective on how the models will fair in the market? Will they improve or deteriorate? Will the styling run a muck? Will the car makers cut corners and miss the mark? There are lot's of risk for these marques. Thoughts?

Labels: Aston Martin, Club Sportiva, exotic car share club, Ford Motor Company, Ian Callum, Jaguar, Land Rover, Ratan Tata, S-type, Tata, X-type, XF, XJ