Spike, I did a little bit of research and you can take these numbers to mean what you want. But, to me, they seem pretty obvious as to what is going on.

Year Total cars sold in US (Data pulled from goodcarbadcar.com)
2002 61,204
2003 54,655
2004 45,875
2005 30,424
2006 20,683
2007 15,683
2008 15,946
2009 11,955
2010 13,340
2011 12,276
2012 12,011
2013 16,952
2014 YTD * 11,830 (15773 potentially for all of 2014)

The spike in the 2013 sales is being "blamed" on the release of the F-Type and the YTD figure encompasses the figures from January to September. So, you can figure that Jaguar is going to sell around 15773 vehicles in 2014.

I think the numbers speak for themselves. I didn't see where the numbers were broken down further, but I think it is fairly logical that if you are looking at the cars sold, you can safely say that the ratio of people buying S-Types is going to be pretty close to those buying XFs, those buying the old XJ will be pretty close to those buying the new XJ, etc.

 

Not having any real interest in Jaguar's past, or fate, before deciding to purchase my XFR, I'm always surprised by this modern vs. traditional infighting.

The traditional cars were always regarded by the general public (yours truly included) as luxurious, but notoriously unreliable. What I knew of Jaguars was that if you had one of the "old" ones you had to rip out all the wiring and put in a Chevy small block power train to have a chance of it being reliable. And most owners were rich, mature and had enough money to buy the car, drive it a few years, then get a new one.

With Ford's involvement, they tried to keep the traditional styling and it was somewhat successful, but the X and S types didn't wow most people and stayed under the radar. I am a car guy and read all the magazines and didn't think anything about these except the STR.

The XF and XJ showed a totally new attitude and direction and with Ian Callum designing them, they woke up the public that Jaguar was doing something different. Not sure if anyone has noticed, but there are those that follow the herd (BMW & Mercedes) and those who crave individuality (Jaguar, Maserati & Tesla). Audi was in the middle until recently when they became a herd vehicle. And by calling them herd vehicles I'm not disparaging the brands, just that people buy them based on societal perceptions (yuppies for instance). Ask a watchmaker if a Rolex is a great Swiss watch, they will say it's average. Then ask the public...

So to speak of Thermo's research, there are only so many individuals that either have history with Jaguars or want to be individual enough to go against the grain and "risk" the reliability. Even though we all know the German brands are no more reliable or cheaper to maintain.

So to expand brand sales, you have to go into market segments you are not in, and build a brand image that gives people confidence over decades. So that when a 30 year old buys/leases his first entry level luxury car, he/she has a good experience. Then as his/her income grows, they move up and always stay with the brand.

I think the Audi model is a very good one to follow. They had reliability issues from their past. They kept building cars that weren't perfect but got certain people's attention because they weren't BMW or Merc. And by focusing the public's attention on cars like the R8/R10, A8 and the S-line cars, they built an image that their cars were special and it translated to sales of A4's.

To me, the F-Type and XFR have given Jaguar something to use as a springboard. Their ad campaigns with both have made an impact. A 20 year old kid at the McDonald's drive through today knew about my XFR. Shocked the hell out of me. And everyone knows about the F-Type.

So now Jag brings the XE, which isn't a 3 series, C class or A4. So you get the non-conformist covered at the entry level. Then you will get some buyers because they like Jaguar's halo cars and want to emulate that. If it gets good marks for build quality, style and driving dynamics, you get the magazine watchers interested and telling their friends about it. If it's nice and pretty, you'll get a TON of women leasing or buying them. They will feel like they're getting Chanel for Coach pricing.

But little of that works if Top Gear, Car and Driver, Road and Track, Motor Trend and Automobile hate the styling and think it's odd and quirky (think Volvo) and doesn't drive that great and the general public says "so what".

Jaguar is facing the same issues that Cadillac is facing now with the ATS. I have read that Cadillac isn't selling ATS's at a high rate, even though it's a great car, because of the high asking prices. So they will have to price the XE at a level that truly makes sense in the marketplace.

I know this has been a long winded overview of the XE marketplace, but I hope that some of the traditionalists recognize that you adapt and change or you become a niche manufacturer and become subject to obsolescence. If you want the "old" style Jag buy one. They are always available and for bargain prices (again tied to the reliability records).

Finally, if my XFR had a skin that looked like the traditional The Equalizer XJ6 from the 80's, I'd be on the Audi forum right now. However, I love the more traditional, warm interior of the Jag over the sterile, but very nice interior of the Audi. I think the interior is where Jaguar should pay homage to the past, keeping the elegance that other manufacturers just dont understand. And then keep the exterior fresh. Although a more updated infotainment system wouldn't hurt either...

 

My point is that like Mercedes and Porsche or RR, Jaguar can have it both ways. No need to shun people who like traditional Jaguars.

And not that it matters to those who spouse the idea that "change" is good just because it's shiny and new; this car:



Has NOTHING to do with this:



Or this :



Or this:

m

Or this :



Or this :





Or this:





Or this:



Or this :




Or this:



Or this:



Or this:



And that is quite unfortunate.

Specially when this:



Still resembles





And my understanding is that they are selling many more cars than Jaguar.

 

Audi? as in the Volkswagen company that churns generic cars out like Hondas or Pink Slime sausages? How tragic. But that is definately where they seem to be heading.



"Adapt and change" to what?Cars that look like they where all made in the same Chinese toy factory with different grills glued on? Is that actually "progress"? We may not be in the "vocal" majority that defend a flawed idea of innovation , but rest assured that there is a very large customer base who appreciate the principles that guided Jaguar design thru 2008. Clearly Jaguar agrees with your philosophy, but they should really stop being dishonest by trying to link cars like this XE to their past when it's convenient and face the fact what they have started is an entirely new motor company. The company that Sir William Lyons founded is in reality defunct. And yes I will keep my "devalued Jaguars" and will look elsewhere for a new car like many others who appreciate aesthetic beauty over generic familiarity.

Pay homage in the interior? This is what separates types of drivers. I could not care less about some gimmicky info system that will be outdated in a few months if my car has character. Rolling around in a living room with a lot of creature comforts means nothing if my the car looks like the another of the many autocad Ill conceived abortions on the road produced by the likes of Audi .

 

I understand that the XE doesn't bring any tradition, but how many times has Jaguar been at the brink of extinction offering the same? There were long stretches where Jaguar didn't make a profit offereing the traditional product. Mercedes??? Porsche???

 

According to Sir William Lyons, a Jaguar should have grace, space and pace. That is the ideal they should try to achieve in whatever they create. A Jaguar shouldn't have to be defined by what came before it and never waiver. What if they kept all the sports cars looking like the XK150 and never developed the E-type?

If all Jaguars had to have a leaper on the hood, a chrome grill and 4 round headlights we would have never received the F-Type, the most iconic Jag since the E-Type which also doesn't fit that mold.

If you were paying attention, my 2010 had a chrome grill, a styling cue for 4 round headlights with the hood cutouts and some have added the leaper (which many criticize). So there is some tradition in play. And it provides such a pleasant interior space with super supple leather, beautiful wood inlays, modern but artistic metalwork on the dash and suede headliner and that, more than anything, provides the character of the car that feels like a Jaguar.

My comments on the infotainment system stem more from the super slow and laggy performance than wanting 3D GPS or all the Google search capabilities of a techy. I have an XFR with 500 hp at the wheel so checking my email in the car is the least of my concerns. But when the map is up and I try to drag the map to an area just off the screen it's miserably inaccurate and doesn't even go the correct direction most of the time. So please don't preach types of drivers to me...

 

And just noticed that only about half of the historical models you showed photos of have a leaper...so is that tradition to have it or not?

 

Spikepaga....so the only real gripe you have with the new XE is that it does not have the same grill/light combo that the previous jags have? Because the only thing on the newer mercedes cars, or bmw for that fact, that ties it to the past is they kept the old grill designs. I guess I would have to agree with you that it makes sense to keep the branding looking similar, but its not a absolute. There are few absolutes in the advertising world.

 

In your 'umble opinion Suggest you don't buy one

 

in your 'umble opinion Suggest you don't buy one

 

Wise words for sure Thank you

 

The more pictures I see, the more I want one.

 

I think it looks nice, particularly the front end. The back end borrows from the XF which, in turn, borrowed from Aston-Martin. The interior is very important because a jag has to have lots of leather, wood and sumptuous roundness in contrast to the boxy rectangular spartan interiors of the German cars. The drive train and handling must be top notch too in order to compete with the Germans and offer a wide range of rides from comfort to sport through it's computerized transmission.

I loved my X-Type (2002) for all the features it provided; the size was just right (carry four or five including a few kids), it had automatic everything and had almost all the same features as the larger XJ. I did enjoy the manual transmission....that is...until I had to start commuting down a crowded highway on a regular basis. The AWD was wonderful too, I had a lot of fun smashing through snowdrifts while snowstuck shovelers looked on in wonder.

I did that progression mentioned above; had an X while the kids were little, got an XJ when they got bigger (and I could afford more) and got an XK when the kids were off at college.

I hope the XE is a big success for Jaguar...with a little luck and good fortune, it will provide the additional cash flow to keep the company viable long into the future and help make the 2025 XK a car better than anything anyone has ever seen.

 

Looking at all the figures in the spec for the 2 litre petrol automatic for the UK market, this car rings all the right bells for me. Problem is I cannot afford a new one, so have to keep my old (12 years) X350 going for a while longer, until used XEs are affordable. Whilst I really love my X350, I really could do with a car that uses less petrol, as I am not a big fan of diesels. The new Ingenium petrol engine is a pretty economical beast.

 

I see to much Lexus is, Aston martin and Volvo in the style of this car. Even the interior harks that of the Lexus.

Billy Lyons is probably rolling in his grave. Whilst certain aspects of the engineering on this car sound great the styling is to borrowed and bland.
Looks like they have shrunk an Xf.

What boring times of aesthetic follow the pack car design we live in
( and have for a long time ).

 

I've noticed all too often that fans of modern Jags (2010-on) are relatively young in age and new to the Jaguar marquee. Unlike us long-time enthusiasts, they have little conception of the lineage and DNA of the Jaguar models of the past. They instantly take to the liking of a 'derivative' design language that is prevalent and synonymous with the young and hip, such as the new XE.

 

I'm middle-aged and have owned Jags for 25 years, which puts me sort-of in the middle. Perhaps that's why I like most Jags, old & new. The only modern Jag I didn't like was the S-Type; I felt it was trying too hard to hark back to the Mk.2.

 

Well I guess I am in the minority because I am not 33 yet and I am not feeling anything from Jaguar other than the F type. Most of my friends my age or younger agree with me. At least in my small circle the consensus is something like the new Jaguars are not radical enough nor are they "classical" enough. They just hover somewhere in between "blah" territory. Cute today, but the novelty wears out fast.

 

I'm 26 and appreciate both modern and classic Jaguars, though I think the modern models are much more appreciated in the flesh than in photos. I think my XF looks kind of blah in pictures but every time I walk up to it I see the exact opposite. It was my dad's XKE that got me interested in cars and Jaguar moreso. I do think the X350 XJ is one of the most timeless cars ever, though. As for seeing Lexus in the new Jags...maybe if I was 500 feet away and wasn't wearing my contacts.

 

Really , even with an eye for detail i can see the styling links. A lot of the general public who don't have an eye for the subtle differences in the lines of a car would swear its the same vehicle at a glance.