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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Ford's J Mays feels vindicated by Fusion reception

It's hard to think back now, but the same man overseeing the design of the 2013 Ford Fusion also presided over a rather lackluster period in Ford design, highlighted by vehicles like the Five Hundred and Freestyle. With the redesigned Fusion receiving high praise, J Mays tells Automotive News that he feels vindicated from criticisms suggesting he's not a daring enough designer.
When Mays took over as lead of design in 1997, he admits to having quite an ego ("My head would barely fit through the door some days. I've long since gotten over myself") and the workload to match. With the Blue Oval's portfolio full of premium brands like Aston Martin, Jaguar, Land Rover and Volvo at that point, along with the bread-and-butter Ford, Lincoln and Mercury models, Mays certainly had quite the challenge.
It was in the mid-2000s that Mays took over just the premium brands, and took on the new title of Chief Creative Officer. At the time, Mays endured some criticism for looking backwards to retro styling, rather than setting a new standard for American car design - criticism that Mays says he is free from with the all-new Fusion.

2021 Jaguar F-Pace First Drive Review | A jam-packed update with a lot to like

As one of Jaguar’s top-selling models, the F-Pace serves as an unofficial ambassador for the brandÂ’s lineup as a whole. Its rather dramatic 2021-model-year makeover coincides with an effort by Jaguar (and sister brand Land Rover) to significantly overhaul its product offerings in an attempt to adjust to changing customer tastes. Consequently, the list of updates to the 2021 F-Pace reads like what youÂ’d expect from a complete redesign, rather than a mere mid-cycle refresh. To give you an idea of how dramatically Jaguar is streamlining its offerings, consider this: In 2020, Jaguar sold 12 variants of the F-Pace. Starting in Â’21, that drops to five: P250, P250 S, P340 S, P400 R-Dynamic S and the top-dog SVR. We say the 2021 model year, but thanks to COVID and the resulting supply disruptions, the timelines went a bit wonky. In just a few weeks, Jaguar will have 2022 models hitting showrooms. With the exception of the SVR, each model in the F-Pace lineup is named for its approximate power figure (in PS, because it has to be a little quirky for the American audience, right?). P250 models come with a turbocharged four-cylinder making 246 horsepower and 269 pound-feet of torque. The P340 and P400 R-Dynamic S utilize Jaguar Land RoverÂ’s new 3.0-liter, 48V mild-hybrid inline-six. The P340 offers 335 hp and 354 lb-ft, while the P400 R-Dynamic S packs 395 hp and 406 lb-ft of torque. The SVR gets a supercharged 5.0-liter V8 with 550 horses and 514 lb-ft. All engines are coupled to an eight-speed ZF automatic transmission and rear-biased all-wheel-drive system. Unlike JaguarÂ’s sedans and coupes, its crossovers arenÂ’t offered in RWD form. While the F-Pace received a handful of styling tweaks for 2021, the most noteworthy changes are inside. Just about everything in the cabin is new or updated, from the dash to the center console and even the steering wheel. The new design is more angular, with horizontal lines replacing some of the sweeping curves found in the 2020 edition. At the center of all this is JLRÂ’s updated Pivi Pro infotainment system, which is much prettier, snappier and easier to use than the one it replaces. Speaking of replacements, Jaguar chucked the F-PaceÂ’s rotary gear selector in favor of a more conventional shift knob – a welcome reversion, and one that is happening throughout the JLR portfolio. Elsewhere, the interior looks clean, sharp and upscale, but weÂ’d shop short of calling it characterful.