The British brand Jaguar has been developing an opponent for the German D-segment fleet for a couple of years. But should it?
I assume I like history. Of cars and history. And no, this point of order at the table has nothing to do with Razão Automóvel's collaboration with the History Channel. It's just an introduction to what's coming. As you know, it is not new that the English, Germans and French go into skirmishes. The history books are full of wars, conquests and conflicts between these three powers. The first has had enough of winning wars, the second lives up to the maxim “the last one to laugh…” and the third, poor thing, has seen better days.
Speaking of the English – Portugal's historical allies – they once had one of the most vibrant automobile industries in the world, but in the meantime they lost “compression” vis-à-vis Germany. The French, in their own way, gave an air of their grace, but nowadays they are no longer the counter-power that they once were the Germans.
As we know, the British are not the type to take home shit and in the face of the absolute dominance of German saloons in the luxury market, Jaguar – its majesty brand now in the hands of a former colony, India – is preparing a direct competitor for the German references. My question is: should they compete directly in segment D? My opinion is that maybe not.
It is an appetizing segment, without a doubt. The one that a bigger slice of sales could represent for the brand, certainly. But the investment needed to compete with the German giants is far beyond what Jaguar can afford. At least in order to be able to compete “face-to-face” with these.
They would reach the end of the year financially exhausted. There is no financial power worth Ratan Tata, the Indian magnate who owns the English brand. Today the Germans are too good at what they do.
So what should the English brand do? Put the guitar in the bag and go home to drink tea and eat cookies?! Not necessarily. They can try, but they must try in a different way. Creating a product that stands out for its design, aristocratic bearing and «british craftsman».
They can and should put aside concerns about space on board or luggage capacity due to a more appealing design. That they create a passionate product and that is different in the small details. Those details that make the difference between cars that are just that and those that are so much more.
Whoever wants a sporty D-segment saloon buys a BMW 3 Series, whoever wants a comfortable saloon buys a Mercedes C-Class, and whoever wants a little bit of these two worlds buys an Audi A4. Ok… and anyone who wants a salon with wheels buys a Skoda Superb.
But whoever wants to fall in love with their car, looking at it as much more than “just that” doesn't have great options in the market. And it is in this niche – which for a niche is quite large – that lies a world of opportunities for brands such as Jaguar or even Alfa Romeo.
In any case, let Jaguar never repeat the hideous X-Type again. A saloon based on the already badly born Ford Mondeo, which was a chapter in Jaguar to tear, burn and forget. Free! Lizard, lizard, lizard…
Brands like Jaguar, among other brands like Maserati or Alfa Romeo – which I recall to reinforce my opinion – have something that is irreplicable, the English call it “heritage”. Word that in good Portuguese is the equivalent of legacy.
And the legacy is not replicated, so bet on it. This is where brands like the ones I mentioned can and should, for me, continue to make a difference. Let this Jaguar D-segment model come from there. Let it come and that it doesn't try to be a direct rival to the reference models in the segment I mentioned, but rather something unique. Worthy of being remembered and above all: driven!