Jaguar and Land Rover are jointly launching a major product offensive within the next five years to pull both brands out of their low-volume niches so they can have a firmer grip in the luxury mainstream.
In an interview with TheDetroitBureau.com, Adrian Hallmark, who joined Jaguar as its Global Brand Director last October, said that 40 new cars, derivatives and major technologies from Jaguar/Land Rover will be launched in the next five years. The new programs belong to three categories.
The first are products that are positioned above and below the current Jaguar and Land Rover lineup and those that broaden the appeal of the existing lineup.
The second category includes products that are capable of expanding the appeal of the two brands in markets where they don’t have a presence as of yet. The third group is composed of technologies that expand the capabilities of the two brands. This possibly includes new diesels, hybrids and other advanced propulsion systems.
He confirmed that in the many products under development, there is a new entry-luxury model that will slot below the current XF model. However, this isn’t considered a replacement for old X-Type.
Hallmark clarified that this model is reflective of the numerous mistakes that Jaguar committed while being owned by Ford Motor Co.
The old X-Type was slightly better than a rebadged Ford, and was created with the target of delivering a huge increase in volume even if it actually didn’t fit the brand. He added that this new small car would have to get the look and the performance that’s suitable for the brand.