For reasons best known to sports/luxury car buyers, Jaguar sales aren’t where some might think they should be, considering the British automaker’s style and heritage.
Jaguars still have plenty of style, but it seems as if a sparkling heritage means little, if anything, to those snapping up Japanese Acura, Infiniti and Lexus sports/luxury sedans, which have virtually no heritage.
Those Japanese cars were decades away from being introduced when Jaguar was consistently winning the world-famous 24-hours Le Mans race in France in the 1950s, beating Ferraris and other exotic cars.
Jaguar sold only 30,424 cars in America last year, down from 45,875 in 2004 and 50 percent below the 2002 total. Meanwhile, Acura’s U.S. sales rose to 151,662 cars, Infiniti sales were up to 94,901 autos and Lexus sales gained to 151,226 cars. Things weren’t much better for Jaguar in Europe, its other main market.
JAGUAR S-TYPE
PRICES: $45,330-$63,330
LIKES: Sleek. Fast V-8 versions. Luxurious. Good handling.
DISLIKES: Awkward transmission shifter. Rather shallow trunk. Moderate resale value.
Ford has owned Jaguar since 1989, but has left the automaker pretty much alone so it can retain its singular design charm. BMW and Mercedes-Benz build cars in America, but Jaguar still makes autos only in Castle Bromwich, England. It hasn’t gone to Southern states, which have given generous tax breaks, special roads and such to land a new Japanese or German car plant so they can boost employment.
There’s nothing wrong with Jaguar, outside of the fact that rivals introduce new models more often. Critics say the fairly new, technically advanced top-line XJ sedan looks too much like its predecessor and that Jaguar is finally replacing its aged XK sports car with a new model this year. The S-Type isn’t the newest kid on the block, either, but won’t be replaced until spring 2008.
Ford scrapped Jaguar’s outdated equipment long ago and replaced it with state-of-the-art production facilities and leading-edge logistic practices to ensure high quality standards. Those who think Jaguars spell mechanical problems are living in the past.
Jaguar is remaking itself into a smaller, more exclusive luxury brand, although its new advertising campaign that emphasizes that the car is “gorgeous” seems odd; Jaguars always have been gorgeous, even when they were mechanical headaches.
Some think Jaguar lost prestige when it began offering its compact entry $32,330 X-Type sedan for 2002, although it built successful compact entry sedans in the 1960s. The all-wheel-drive X-Type was Jaguar’s top-seller last year, although it’s been outdone by the S-Type so far this year. Some think the X-Type isn’t a “genuine” Jaguar because it shares parts with Ford’s European Mondeo model. The X-Type reportedly will be phased out by 2010.
The S-Type sits in the middle of Jaguar’s sedan range in size and price — above the X-Type and below the XJ. Jaguar sold 8,897 S-Types last year, down from 10,975 in 2004.
The S-Type is offered as a base $45,330 3.0 model with a 235-horsepower V-6, mid-range $51,830 4.2 model with a 300-horsepower (up from 294) V-8 and top-line supercharged 400-horsepower (up from 390) V-8 R sedan, priced at $63,330.
All have a responsive six-speed automatic transmission. Even the 3.0 is well-equipped with comfort, convenience and safety equipment.
The 2006 S-Type models get richer looking new chrome mesh grille inserts, which have been put on the fastest European cars — including last year’s S-Type R. All new S-Types also have a new Conti-Teves brake system for shorter stopping distances and improved pedal feel.
The 3.0 adds standard 17-inch wheels and a power sunroof and is offered with a $1,700 Aluminum Sport Package with 18-inch wheels, sport suspension, sport seats and aluminum interior trim. The R has an enhanced sport suspension for better stability.
A $3,500 “VDP Edition” package for the 4.2 version has heated front power seats, premium leather seating material, front park control to avoid hitting unseen objects, burl walnut interior trim, walnut/leather steering wheel, electric rear sunblind and sumptuous footwell rugs.
A $2,800 navigation/Bluetooth package is offered for 3.0 and 4.2, and there’s a bunch of stand-alone options that include $450 Sirius satellite radio, $2,200 adaptive cruise control for the R model and $1,000 special order (nonstandard) color and trim combinations for all versions.
The S-Type 3.0 provides good performance, while the 4.2 is very fast and the R provides extraordinary acceleration. All versions provide a good balance of sport, luxury and civility.
My latest S-Type test car was the 4.2. Its quick steering is light in town and becomes firmer at highway speeds for better control. While fairly heavy, this car has quick moves, a poised demeanor and Jaguar’s typically supple ride, which shrugs off bumps. The brake pedal has a nice feel, and stopping distances are short.
The posh, quiet interior comfortably handles four 6-footers, although front occupants don’t have much surplus room and a sloping rear roofline means tall rear occupants must watch their heads when leaving the car. Visibility is generally good, but it’s impossible for a driver to see close-up objects directly behind the car.
Gauges can be quickly read and front/rear cupholders are conveniently located. However, the dashboard touch screen that contains some radio and climate controls can be distracting. Jaguar’s venerable J-gate-shaped shifter can cause imprecise gear selection if a driver shifts in a hurry.
Storage pockets in all doors, deep-covered console bin and fairly large glove box provide decent storage space for cell phones and such.
The usefully shaped trunk can be easily loaded with its wide opening, but it is rather shallow. Split-folding rear seatbacks flip forward to enlarge the cargo area and sit fairly flat. They have trunk-mounted releases to prevent thieves from gaining access to the trunk via the rear seat area.
The hood glides open on twin hydraulic struts to reveal an engine compartment with a V-8 set back for better weight distribution and easily reached fluid filler areas.
As always, there’s nothing quite like a Jaguar.
