Jags with Swag

When Ford launched the Focus in 1998, this Golf-challenger singlehandedly revitalised the dwindling brand by introducing a mix of driving fun and design “edge” that had been missing since the earlier generations of the Escort and the classic Cortina.

The same phenomenon of a single model revitalising an entire brand’s reputation was seen with Mazda (when it launched the Mazda6) and Renault (with the Clio).

Jaguar is the latest brand to follow on from the simple principle that making better, more desirable vehicles leads to improved sales figures and boy, have they done so with aplomb!

You see, Jaguar as a brand has always been right up there with the best for street cred but for far too long, that was apparently enough. All their models were carbon copies of older designs and desperate attempts to milk the whole retro theme for all its worth.

In 2006, the traditional Jaguar rulebook (probably handwritten in ancient calligraphy on stained, yellowed paper) was angrily tossed out of the window and traded for some new age, 21^st century thinking. The result was the fantastic Jag XK coupé.

It competes with Aston Martin for exclusivity and ability but costs far less.

While it’s still identifiable as a Jaguar, it also comes across as thoroughly contemporary and 4 years later, it hasn’t aged a bit.

Now, Jaguar has taken the standard set by the XK and come up with the jaw-dropping, svelte XF and XJ models. The XF was launched in 2008 and has already been lauded by numerous established motoring magazines around the world.

In essence, Jaguar has come from nowhere to surpass the mighty Mercedes-Benz E-Class and BMW 5 Series in terms of raw appeal.

One look at the XF’s interior will tell you all you need to know; it is a triumph of style and ergonomic efficiency and has been my favourite car interior since its launch.

The brand new XJ, Jaguar’s flagship sedan which competes with the S-Class and 7 Series, is similarly contemporary in its execution.

Most impressive, and in stark contrast to the sombre Germans, is that each new Jaguar manages to carve its very own identity rather than being a larger or smaller version of other Jags. If you can tell an Audi A6 apart from an A8, chances are your eyes are in pretty good shape…

Sleek and clean... the all-new XJ

As you can see here, the XJ is as colossal as the Germans it competes with but somehow strikes a far more lithe and dynamic figure with those elegant rear lights being my favourite exterior design element.

The interior has a swathe of wood trim that wraps around its occupants and apparently makes one feel as though you’re “sitting in a Riva luxury speedboat.” Gorgeous.

Evidently, it’s possible to revolutionize an entire manufacturer’s image in the marketplace with the launch of just one, two or three well-conceived models.

Jaguar has rocketed up the desirability scale once more and I hope enough executive buyers out there realise it to justify the considerable effort that the Brits have put into these cars.

The BIG mini attack

The Mini Cooper has been around for a while now but its popularity shows no sign of dwindling. Its funky design, cool yuppie image, peppy performance and nimble handling have made sure it has stayed as desirable as ever.

So successful was the original redesign of the new Mini in the early part of the 2000s that the current shape - with its chrome accents, two-tone paintwork and sporty “wheel at each corner” stance - has changed little. Think of how Porsche design changes have remained evolutionary rather than revolutionary and you’ll get what I mean.

However, the Mini is about to have the niche in the market that it essentially owned populated by eagerly anticipated models from Audi (the A1) and Citroёn (the DS3).



The press kits from Audi and Citroёn will say something along the lines of “designed for young urbanites in need of something stylish, fun and techno-savvy” but actually, these two cars were designed solely to crash the Mini’s party.



Both cars arrive at opportune times for both manufacturers. Audi is riding a wave of success earned from the successful release of models such as the dramatic R8 and the slinky A5. Citroёn is currently enjoying a revival with the French manufacturer releasing a flood of new models which all have that unique brand of Citroёn quirkiness that’s been missing for way too long.

The reason Mini should be worried is that both these new cars, quite simply, look damn good. Striking lines are common to both and they’re loaded with the very latest gadgets.

Both also follow on from the Mini in being incredibly customisable, a clear indication of the younger audience that they hope to attract. An impressive example of this is the DS3’s roof which can be specified with a number of specially designed decals.

Also, whilst remaining compact in appearance, both the Audi and Citroёn are actually larger and therefore more practical than the Mini.

Apparently, adults can actually sit in the back seat as opposed to neatly folding themselves up in there. The DS3 should arrive in South Africa next month while the A1 will make its entrance early next year.

While both lack the irresistible iconic cachet of the Mini brand, they’re certain to instil more than a few nerves into the BMW-made hatchback.

The big Mini attack has begun and it’s going to be interesting to see if the Cooper’s grip on its segment of the market will remain as strong as the hugely entertaining way it grips the road.