Check out this great analysis on the future direction of Jaguar from our friends at Automobear.com...
Jaguar's Advanced Lightweight Coupé Concept respects glorious past, moves brand forward
In the immortal words of Jaguar founder and engineer Sir William Lyons,
"Motoring should be a joy and not a chore."
Say what you will about Jaguar's current, well-publicized troubles, but few brands are so draped in engineering, innovation, and style. Our last Jaguar visit elicited the greatest volume and vigor of responses of any article ever featured on these pages.
In that piece, dated August 1st, 2003, we questioned how much longer Jaguar could keep borrowing from the past, while we simultaneously noted that the company had done best when it had adhered to the principles of Sir Lyons' cars. The answer, we concluded, was a reversal in strategy: memo to Jaguar... build what you know how to build. Luxury cars.
In turn, at NAIAS, Chairman and CEO of Jaguar Cars Joe Greenwell engagingly described the new Advanced Lightweight Coupé Concept as "the sort of Jaguar we want to build."
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