#Jaguar #XJ #cardesignreview - nice cars don't sell
XJ Series I - the classic sedan
Elegant, stretched, sympathetic and handsome. This XJ recipe remained virtually unchanged for many, many years. The XJ is - unlike several competitors - an approachable, friendly-looking high-end luxury car.
However, at its time the Series I was a highly modern design. That proved to be unique in Jaguar's model strategy in years to come. Successors of the Series 1 XJ were consistently more conservative compared to long-lasting names within other brands. Think of Volkswagen with the Golf, BMW with the 7 Series and even Porsche with the 911. Although in basic form these brands remained true to the ideas of the first model, they mainly strived to create a modern interpretation of the essence of it. The XJ did not become more fresh with each iteration, but in a way only increasingly a caricature of itself. Of course, the XJ Series II, Series III, XJ40, X300, X308, X350 and X358 are fine cars. But none of them proved to be modern enough for the world they were meant for, and therefore all were little future-proof.
XJ40
Low, long and beautifully horizontal the XJ40, the least loved limousine in the entire XJ series lineup. Unrightfully so. The car has a strong character of its own and has been the most forward-looking in all XJ generations, apart from the current model. The XJ40 brings new shape ideas into the XJ character and dared to break with the obvious cues that made the first three series. The car is square and sharply defined, typical of the eighties. But nevertheless it features the characteristic elegance, so typical of Jaguar's. Including softly sculpted hips and a refined, visually light body.
The XJ40's more beloved successor, the X300, was actually nothing more than a major facelift and became a softer car, romantically harking back to the past. This car features a harmonious spectrum of shapes - the X300 is very three-dimensional designed. No straight lines were allowed in the ’90s Jaguar design studio! Unfortunately, this model is also a bit too classical. It is beautiful, and the retrospective elements that link with the Series 1 XJ are technically well applied, but strategically they were a bit less of a solid move.
In the generations that followed – most of them nice cars - sales went rapidly downhill. Beautiful cars don't sell. Relevant cars do. Not a subtle adjustment, but a radical change of course was needed for the eighth generation large Jaguar sedan.
X351 –the last XJ
Still long, low and wide, the car that only recently was taken out of production, in July 2019 - is not only still a real 'Jag', but above all a modern XJ interpretation. Ian Callum had the nerve to send his team in a new, relevant direction. He had the courage to break with a large part of the somewhat dull but still important XJ heritage. That history became so pressing that it was no longer a source of inspiration for the designers, but above anything a burden. Especially the persuasiveness that was very likely needed towards the Board of Directors of the Jaguar brand, is commendable. A good car designer doesn’t just sketch well, he is able to communicate the need of his ideas to those in charge.
The iconic XJ double rounded headlights were in fact re-applied in the new Callum XJ design, but under glass. The reintroduction of the proud, upright high grille of the Series 1 makes X351 a confident business sedan. The grille lost its heavy chrome frame, which despite the fact that it belongs to the XJ identity in the collective memory, was only introduced to the second generation XJ in '73. The first XJ had a radically modern grille that was completely integrated into the body, without a chrome surround. The grille in the last XJ is an homage to the daring push Mr Lyons showed with that Series I.
New DNA was also introduced: the XJ's signature low and elongated body has always been organic and soft, but in this 8th interpretation it also been given a slimmer waistline, to accentuate the XJ's length and give it a 'tailored' look.
The controversial rear was the biggest break from previous XJs. However, it is the embodiment of a wider Jaguar heritage: despite the clear dynamic wedge shape in the profile of the X351 - again a separation from the very droopy rear ends in the XJ past - the car has a soft, typically classic English rear end: a somewhat hanging and heavy-looking rear without any form of chrome on the boot lid skin. Brave!
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