Pity Jaguar. More specifically, pity Jaguar’s design team. Working for one of the most evocative, well-loved car brands in the world, with a rich history of producing sporting, luxury – but most of all beautiful – cars, might seem like a dream job. Yet when every man and his dog has an opinion on what a Jaguar is, and should be, it’s a tricky task. But after the years of retro style mis-adventures (the X-Type and S-Type), Jaguar is returning to form. But while most commentators seem settled on the view that modern Jags are the equal of the German triumvirate for ride, handling, performance and quality; styling and design are somewhat thornier issues.
The last XJ - the best car in its class in many areas - was still more Bexhill Pavilion than White Cube in the style stakes. It was a shame, because this mis-matched terribly with the car underneath – one that was constructed largely out of aluminium, and out-rode, out-handled, and out-MPG’d most of the German opposition. Come the XF, Jag went modern, but then whispers about it being Lexus-like and even not Jaguar enough reared their ugly heads. The company can’t seem to win.
The XJ is the final chapter in repositioning the company in terms of design, completing a job that started with the XK, and continued with the XF. It’s also the most daring, and the most shocking piece of design of the three. No one’s been criticising Jaguar for overt-retro style references this time around. Mark came away from the Saatchi gallery launch in the summer highly impressed. And last week, I got an exclusive two hours with the car and its lead exterior and interior designers, Adam Hatton and Mark Phillips - see the two videos below the photo.
The XJ, with interior design manager Mark Phillips (left) and exterior design manager Adam Hatton (right)
Watch Adam Hatton talk through the exterior design of the Jag XJ in the video below
Watch Mark Phillips talk through the interior deisgn of the Jag XJ in the video below
The car they – and the rest of Jaguar’s team – have conceived, is now altogether more befitting of the car’s high-tech, light-weight aluminium structure than its predecessor. It looks and feels modern – yet slightly quirky - in a way that sits well with Jaguar’s aspirations to be a dynamic, modern, but still quintessentially British sporting luxury brand.
The video interviews reveal a more in-depth, detailed overview of the design, as told by the designers. Watch and see whether you think they've succeeded - we'd be interested to hear your comments. I'm not going to pass judgement on the design until I've seen the cars on the road and driven one. Only then will I be able to make up my mind on this car’s two most contentious elements – that blacked-out pillar, and the fully virtual TFT instrument display. Many will have already made up their minds on these aspects based on the pictures – in which there’s a heaviness around the rear three quarters, and over the wheel arches, that feels a tad un-Jaguar-like. Equally, many will dismiss the virtual screen, saying it’ll never match the classiness of a well detailed set of ‘real’ dials. Those doubters may be proved right.
How my EOS 400D sees the XJ's virtual instrument panel
Yet in the flesh, there’s a presence to the XJ that sucks you in. No, that rear-pillar doesn’t truly work when the car's static, but this car grows on you, and keeps you attention by asking you questions. For all the Citroen C6 / Maserati Quattroporte references made post its summer launch, the cars that the XJ reminded me of most, after a few hours in its presence, were the Audi A5 and A7 Sportbacks. Maybe that sounds like damning with faint praise, but it’s meant more in relation to a sense of modernity - than style or surfacing - and as a compliment.
It’s a different, modern piece of work the XJ, and undoubtedly brave in a class that is probably the most conservative of all automotive segments. Yet in many ways it makes sense. It’s less clear than ever who the luxury car customer actually is. The sector has been shrinking faster than most, and is under great pressure for image and environmental reasons.
Rather than simply aping the S-class/A8 model, Jaguar’s done something different – and positioned this car slightly apart from that market, doing something that fits both with the brand, and the high-tech, green construction method. Whether this will prove to be a smart move, only time will tell. But that Jaguar has the confidence to do this at all, tells you all you need to know about the spring-in-the-step of this grand old marque as it prepares to celebrate its 75 birthday.
Published by Joseph Simpson on 2nd February 2010
I live near the Jaguar plants in the midlands and have seen a few versions of the new XJ out testing, most memorably during a drive back from the South in streaming rain. A black XJ approached and my first reaction was 'Quattroporte' (it was black!) and the grille shape was unfamiliar on a car of this size.
It certainly stood out on the A423, but the nicest one I've seen was in a dark purple colour near Whitley.
I hope it sells well. It looks properly British in that way of old Jags that seemed to glide along seemingly unaffected by road surface.
As a sidenote, am I the only person in Britain to actually like the X-type? I had one on loan for a week and enjoyed the experience greatly. It's still the only car that I looked back at when walking away, as I loved the mini-XJ6 look of the bonnet ripples.
Posted by: Rob Griggs-Taylor | February 02, 2010 at 11:43 AM
I like the way you ve asked the question about THE black pillar... but his answer isn't really convincing, simply because I think he is not convinced himself.
They tried sthg new, fair enough, but they failed to create something nice, and a jag has to be attractive! Once they realised this pillar didnt work, they should have either modify the chrome insert, or forget about the idea. It looks very last minute.
Also, the designer talks about being elegant and refined and dynamic but this grill is very heavy and antidynamic! It might be inspired by the 68 XJ, but on the 68, the upright grill is balanced by a very light side section and very thin back end. The car looks like its floating. But this new XJ has such a heavy attitude, almost looking fat!
The Jag design team created an interesting and modern design language, pure and sharp, expressed beautifully in the RD6, and XF concept.
The production xf has lost a lot already, but this XJ is even further. I dont think that a jag should necessarily be sporty, imposing, revolutionnary and overdesigned, but I think what it should be is iconic, pure, and light...
Like the XF concept after a diet.
Posted by: anonymous | February 02, 2010 at 02:47 PM
nice interview, joe!
as above person wrote, i agree to many extents. the role model really seemes to be the quattroporte somehow, but it doesnt do it fully. it looks way to heavy and (for me) the cat-logo embraces agile, slim and sleek design, which it should be.
this black pillar; they have to be given credit for trying to 'break' volumes with it. but again it shows how hard it is - this though, could have been spent more time to refine. especially it would help to make the 'meet' with the roofline around the C-pillar a bit more integrated, not just simple intersecting lines.
the black graphic doesnt do the job this time, but maybe in a facelift?
grille way to heavy and big doesnt do it.
a bit more gentle(men) use of cromed plastics. be brave; plastics hold qualities as well, doesnt have to be hidden away!
interior...hmmmm. tft..yes! display graphics; im glad they can change it easily ;)
use more screens though, idea is great! execute with a better feel.
jag target group is a generation who does see through 'display-crome-graphics'..even retro-digital would do it better.
Best of all; a very daring move to make the dashboard so low! its a great idea, giving the spaciness you'd given in a small car with same feature. but beeing embraced - no! on the contrary but i see that as a beneficial feature..as said; closer to the road/wheels!
Buttons..very tacky button-sound and i can feel from this side of the laptop how non-luxury they feel when pressing them.
but it might become the cheap alternative to a Maserati. Then question is; why not a Lexus instead?
Like the headlights and daring to make such a big car, in these days!
I hope this jaguar is going to make the brand live on. Theres nothing like a supercharged XJ6. Even when revised and updated so many times, its still cool and a nice f*k all to booring Porsche's..and random japanese luxury brands.
Posted by: Daniel | February 02, 2010 at 09:00 PM
It's a funny old car alright, but I like it. The XF gets less interesting the further back you get, the XJ just gets weirder.
I found that in the metal its constituent parts don't seem to add up - that unconvincing back pillar, front grille and frankly massive backside, but overall I thought it worked, especially when I spotted it out on the M4 one day.
The Maserati and Citroen comparison are valid, I think, which makes me wonder if this is a deliberate move away from the Euro luxury saloons of this world.
It's almost as if the XJ is in a slightly different segment from anything else. Let's hope that's something that attracts, rather than discourages buyers.
Posted by: Robin Brown | February 04, 2010 at 04:51 PM
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Posted by: Thesis Writing Help | February 23, 2010 at 12:13 PM
You got an exclusive two hours with the car and its lead exterior and interior designers, Adam Hatton and Mark Phillips. That's a good chance, did they give some new design ideas about the next generation car?
Posted by: car lights | October 13, 2010 at 02:49 AM
The new Jaguar XJ is a lot of different versus the older models. The older models were a bit more stuffier, conservative, uptight perhaps? But the new XJ is truly modern and contemporary and like you said; this is a very bold move for an established albeit conservative brand. It should also help to target a younger demographic.
Posted by: Jaguar San Francisco | February 01, 2011 at 04:49 AM
Jaguar XJ (didn't check vids)
Surface changes where eye meets the snout.
http://movementbureau.blogs.com/.a/6a00d8341e286453ef012877498e24970c-pi
http://movementbureau.blogs.com/.a/6a00d8341e286453ef012877499553970c-pi
Ugly, buttmouth face.
Unoriginal eyes, though it and the wheel are the best of this.
Inconsistent form detail below bumper
Reminds me of a chopped, lowered, and reskinned f150
Posted by: - | February 02, 2011 at 03:16 AM