Jaguar’s lost USP

I’m a Kiwi living in Australia and a long-time Jaguar enthusiast and CAR magazine subscriber. I have owned a 1997 XJ for the past 15 years or so, with all the pleasure and pain that entails. I have watched the fortunes of Jaguar over the past few decades and can’t help feeling they got the cars right, but almost everything else wrong. nd

If they’d followed William Lyons’ strategy they could have also emulated his success. Like the modern Jaguar and Land Rover, he was battling established makers, but he offered remarkable value and sold almost all he could produce. And that is what Jaguar does not do. Instead, their prices are merely competitive, their options list is exorbitant and levels of standard equipment miserly.

If ever they were serious about image, they would have devoted a Herculean effort to ensuring the ultimate quality control by testing components to destruction. I know my frustration when my Toyota RAV4 managed to keep its wiper motor going three times longer than the XJ did. Not only that, but writing to Jaguar elicited no response. The arrogance is astounding. Had they been able to demonstrate quality and reliability, they would then have been able to offer a Kia-like seven-year warranty.

There was an opportunity had Jaguar been geared up for the challenge. But instead the group is being traded around for owners who buy with their heart rather than their heads. As I did. It looks like it might be too late now… once again.

Neil Thomas