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| Even with the improvements, something seems lacking when compared to others in the class. (Photo: Trevor Hofmann, Canadian Auto Press) |
But as much as I enjoyed the new engine and improved suspension, I can't help but think something is lacking when compared with BMW, Mercedes and even Audis in the same high-end price range.
This point in fact - that Jaguars typically don't measure up to the high-performance sport sedans of Germany - is difficult to dispute, yet the British automaker is making some headway in this country. In the past year alone, Jaguar Canada has posted a number of record sales breaking months. The 2003 S-Type should continue that strong trend, but I'm still not convinced those in the market for an upscale Euro-sedan will even consider checking out their local Jag dealership.
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| Ask a Jag lover why they buy the brand, they'll tell you, "Because it's a Jag." (Photo: Trevor Hofmann, Canadian Auto Press) |
Why? Jaguars, from my experience, appeal to a very small segment of the motoring public, and typically an emotional attachment to the past is the reason many very bright and successful people have owned, and own one. It most definitely has something to do with the British carmaker's hardly stellar reliability record, even though such dark days are far in Jaguar's past. But "Jag-ophiles" aren't concerned. Ask them why they buy the brand and they'll tell you, "Because it's a Jag."
