As a result of all this change, Browning pointed out, Jaguar is today the fastest growing of all car manufacturers. But he's quick to point out that "this growth is being managed very carefully to ensure that we sustain our quality standards and do not over-extend the Jaguar brand."
Within this array of new model developments, Browning said, "the traditional Jaguar values of style, finely crafted interiors and effortless performance are being complemented by innovative technology and a renewed emphasis on sportiness and performance."
Browning said this is reflected by the supercharged 'R' derivatives – the XJR and XKR – the 'R' Performance Options and by having the company's name on Ford's Formula One cars.
F-Type will be the boldest expression yet of this "emotional engineering," Browning said, and it will characterize the new Jaguar. According to Reitzle, the F-Type will have a unique platform, one which is not destined to be used by any other brand in Ford's Prestige Auto Group stable.
Jaguar officials made a concerted effort to link the decision to take F-Type from concept to production with "the fortieth anniversary of the seminal Jaguar sports car, the E-type, which was unveiled to universal acclaim at the Geneva show in March 1961."