Discussion about this post

User's avatar
Donkey Konger's avatar

Question for automotive safety/sheet metal engineers and those who weld and fabricate custom cars:

For a pre-2003, pre-ISOFIX anchor / LATCH anchor car, would it be possible to fabricate and weld or bolt in a set of isofix anchors? There are many excellent enthusiast vehicles from the 60s-early 00s that I've had to rule out for lack of this

Expand full comment
G. K.'s avatar

My take on Jaguar was that it was a relatively unsuccessful company for most of its existence. It sold niche products, many of which were plagued with serious drivability issues, and usually found just enough customers to keep the lights on.

But at least the styling was distinctive and unapologetic. Once that stopped being the case, which really happened around 2009, there was no good reason to buy one over a superior Lexus, Audi, BMW, Mercedes-Benz, Porsche or even Genesis.

I think the decision to do a complete brand reboot was a wise one; however, I don’t agree with Jaguar’s ultimate implementation. Why go into the world of EVs? Why would Jaguar think it could be successful where vastly more capable and better-funded firms were not, regarding EVs? How could Jaguar possibly hope to compete with Rolls-Royce—which will likely fully transition into an EV brand within the next ten years—or even with Cadillac—whose Celestiq and Escalade IQ/L series genuinely are impressive as luxury cars?

I think that, especially if Jaguar wanted to go low-volume, it should have done the opposite of what it did. Bring back the V12, or at least keep the Jaguar V8 around, and make enviable performance gasoline cars, with effortlessly gorgeous design for the one-percent. The new car didn’t need to be as baroquely styled as Jaguars yore, but it needed to make a statement and inspire envy, and not look like something that was drawn on a napkin by a 9-year-old in the school cafeteria.

And the marketing? I mean, I’m a gay man, but to me, the marketing just read as apologetic and pandering, rather than strong.

Also, Jack, I do agree with your point a week ago about how automakers never seem to have the money to develop a new performance gasoline engine—or, in the case of GM and the L87 disaster, even to do right by a profitable and existing one—but there’s always money for a moonshot EV project that promises to fade into irrelevance.

If Jaguar was going to burn money and move upmarket, it could have done so on something that meant much more to everyone. Instead we get this low-poly-rendered garbage. I’m gobsmacked. It almost reminds me of how the Aztek came about, where it seemed like literally *no one* said, “Guys, what are we doing.”

Only, the Aztek was a culmination of budget cuts and the culture within GM, and just kind of happened by accident and at a point where it was too late to do anything to prevent it. Whereas the new Jaguar was designed on purpose.

Also, why the fuck did they debut a coupe when the production car will be a four-door GT? Someone explain *that* to me.

Expand full comment
621 more comments...

No posts