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.