Jaguar has been the 98-pound weakling of the luxury market lately, but not for lack of substance in its products. The brand has rocketed up the initial quality ratings (of course, when you're coming from near rock-bottom, there's nowhere else to go) over the past few years and a recent German poll ranked it as one of the highest-quality luxury marques.
But the fickle luxury market decided that Jaguar's retro-themed styling was simply too stodgy and old-school next to the other swoopy European and Japanese luxury models. The new XK was first to cautiously morph into a more contemporary style. But come '08, the new S-Type will completely obliterate the tweed jacket, stiff-upper-lip image anyone might still have of Jaguar.
I admit it: this is a seriously bold, eye-catching design. Controversial? Absolutely, but so were the newest BMW 7-series and the Chrysler 300 when first introduced. Both have proven to be major hits.
And the new S-Type may be Jaguar’s biggest bat yet. Although the marque has traditionally had limited appeal with the hip-hop, celebrity, and pro-athlete segment, the S-Type’s in-your-face styling just might be just the ticket to get into more rap videos and celebrity mags. Like it or not, this demographic has definite make-it-or-break-it power for status symbols, be they cars, clothing, jewelry or other assorted accoutrements of the luxury lifestyle.
The revitalized Mini has proven that British cars still have an undeniable chic factor about them, even if their guts come from all corners of the globe. The base engine on the new S-Type is rumored to be based on a Volvo design. Do you think anyone will care? If it has attractive styling, strong performance, all the expected bells-and-whistles, and is priced relatively competitively with the usual German suspects, it won't fail for lack of equipment. Hopefully this swoopy new model will generate the buzz Jaguar hopes it will to bring it back into the public eye.
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