Jaguar XJ coming out
March 12th, 2010 by Richard Aucock
JAGUAR’S XJ launch marks a ‘coming out party’ for the firm reveals Jaguar MD Mike O’Driscoll.
‘In January 2008, we had the X-Type, the S-Type and the old XJ. They have now all gone. We have wiped the slate clean.’
‘Now, our designs all like they came from the same decade,’ he said, mischievously.
This is seeing the firm continue its company-wide repositioning strategy as ‘builders of modern sporting luxury cars’. This mantra has become a vision for Jaguar employees, and O’Driscoll is hoping the same clear vision will rub off on Jaguar car dealers.
‘In retrospect, it is easy to see that, when we started with our current 3 cars, we were commencing ‘phase 1’ of realising Jaguar’s potential. With the launch of the XJ, that process is complete.
‘Now, we must start on ‘phase 2’, building ourselves a future that will start building on our assets.’ This is why Jaguar wants to build a new sports car, and why it is returning to the racetrack ‘in a serious way’.
‘We want to take Jaguar back to its classic markets, and make it the company it once was, but dropped out of.’
‘Phase 1 may be complete, but we’re already hard at work on realising phase 2…’
If you are a Jaguar dealer, do you share O’Driscoll’s excitement for the future?
By Richard Aucock
March 13th, 2010 at 3:42 pm
i own two Jaguar stores in New Jersey, and we are very excited about the future. it’s the new Jaguar. we have a great new owner, absolutely wonderful Jaguar people, like Mike, great engineering and design, thanks Ian and staff, and a great future. Jaguar’s are fast and beautiful and did i say fast…great customer reactions to the new line up…
March 13th, 2010 at 4:00 pm
Go for it!! Just don’t forget maybe a longer 4 seater version of the XK to take on the rapide, make it slicker and not with a slight hunch back like the rapide or porsche’s panamera. roadster coupe and please please a V12 with none of that plastic engine cover stuff!!! make it so that people would just lift the bonnet a just keep looking at the engine rather than drive it – a Master piece! and obviously limited numbers would be ideal