Jaguar Goes for "More Athletic, Contemporary Look"
First with the S-Type in 1999 and then with the X-Type a couple of years later, Jaguar set out to establish itself in a couple of segments it was not competing in at the time.
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| Jaguar thinks it may be able to improve the S-Type's reputation and sales with a carefully refined 2005 version. (Photo: Jaguar Canada) |
In terms of sales the two sedans have certainly expanded the Ford-owned company's volume and profile, but it did not seem like either model managed to crack the public psyche and become a bedrock brand in their respective segments. I mean, when people think of the competitors in the entry-luxury sedan segment they consider BMW 3-Series, Cadillac CTS, Mercedes C-Class, Saab 9-3 and some others, but rarely does the X-Type get mentioned.
It's much the same in the category that includes the E-Class, the S-Type and other models, but Jaguar thinks progress is being made there. The England-based firm thinks it may be able to improve the S-Type's reputation and sales with a carefully refined 2005 version, which was revealed at the North American International Auto Show in Detroit and go on sale in May.
''This new generation, which builds on the strengths and attributes of a car that was extensively upgraded only two years ago, will ensure the S-TYPE continues to compete with the best-in-class," says Joe Greenwell, chairman and CEO of Jaguar.
The changes are almost completely cosmetic, with refinements to the exterior look and major upgrades to the interior; the S-Type got major powertrain upgrades a year or so ago.
It may at first glance be tough to recognize the exterior changes, but Jaguar design chief Ian Callum says they're there for the discerning viewer to appreciate.