Jaguar is considering whether to develop a small sedan to rival BMW's 3 series. It can be recalled that Jaguar had done a similar thing a decade ago but it was met with little success and poor sales. According to Adrian Hallmark, Jaguar's new global brand director, the company may work on a small sports car that could also be available as a sedan.
Hallmark, former head of Volkswagen brand in the U.S., said that Jaguar requires “different models” and “lower-priced” ones too. He said that what he envisions is a small sedan below the XF that could compete with the 3 series or the Audi A4/A5.
Hallmark said that Jaguar needs to “play in that world” and that for image, it needs a small sports car while the sedan is for volume. He said that Jaguar will do both and that their price has to be lower. However, the company has yet to determine if it will make two or three body styles. It will take more than four years before any gets launched though.
Jaguar previously attempted a small sedan, thee Ford Mondeo-based X-Type that debuted in Europe 10 years ago. Its production ended in 2007. Hallmark is optimistic that this time, things will be different and Jaguar won’t repeat its mistake.
He explained that the company doesn’t want to compete with the fleet business with its “little engines and small wheels” and discounts. If Jaguar enters the smaller car market, the company will build elegant cars with advanced technology that offers a “sense of occasion” and put it above the competition.