Struggling Jaguar Questioning Direction for X-Type

This last problem exacerbated another dealers were finding prohibitive to sales, the X-Type's heavy price. Its sticker was

Although the X-Type comes with a heavy base price, it matched its German opponents only in top-level trim. (Photo: Shawn Pisio, Canadian Auto Press)

comparable to equivalent Audi A4 and BMW 3-Series models, but it matched its German opponents only in top-level trim. To cater to customers on a budget, the idea of a less complex front-wheel drive model surfaced. Even the thought of a front-drive Jaguar was enough to send Jag enthusiasts into shock, but still the penny-crunching heads in Coventry went ahead with the decision. Two drivetrain firsts, all-wheel drive and front-wheel drive were introduced into the Jaguar kennel, the latter not in North America.

Speaking of the European market drivetrain issues persisted, but this time the problem was the lack of a diesel engine, priority number one in Europe whose population buys nearly as many oil-burners as it does gasoline powered vehicles. It took until 2004 for the X-Type to introduce its turbodiesel for European and Asian markets, yet another first for the leaping cat.

Bibiana Boerio, Jaguar's new managing director was quoted as saying that the firm was addressing, "Whether the X-Type is a true Jaguar." (Photo: Shawn Pisio, Canadian Auto Press)

Alongside the diesel's 2004 introduction, Jaguar also pursued younger, active families by introducing a sport wagon version of the car.

Imagine if you will, one of the world's most respected luxury brands selling a front-wheel driven, diesel-powered, compact station wagon. It's no wonder that Bibiana Boerio, the company's new managing director was quoted as saying that the firm was addressing, "Whether the X-Type is a true Jaguar." Although many of the changes made to Jaguar's smallest are important in the compact executive segment, the latest adaptations may have diluted the brand a bit too much. Boerio told auto industry specialist Automotive News, "There is a time and a place for it, but at lower volumes."