According to UK magazine Autocar, Jaguar is considering the development of a crossover / SUV model, presumably to boost sales in Europe and the North America. While creating internal competition for Land Rover models, such as the Evoque, doesn’t sound like a good idea, the project has the backing of Jaguar boss Adrian Hallmark.
“We need a crossover and we need to stop being a saloon-based company”, he told Autocar. This gives the news some credibility, otherwise we might have been tempted to dismiss it as an empty rumor.
But what could determine Jaguar to make such a move? The first thing that comes to mind is economy of scale. Creating an entry-level crossover – if that’s what Jaguar aims for – wouldn’t cost the British automaker an arm and a leg. The Evoque can provide the base, at minimal expense.
With this out of the way, the problem of positioning the new model remains. The alleged Jaguar crossover would cost more and we're not sure if customers will be willing to fork out the extra cash. On the other hand, pricing it as a comparable Land Rover model would create unwanted internal competition.
However, there are success stories of once niche-manufactures embracing the crossover/SUV hype, most notably Porsche with the Cayenne. When it hit the market, much to the dismay of Porsche purists, no one predicted just how important the SUV would become for the German maker.
Today, the bulk of Porsche sales are made up by the Cayenne and, who knows, that could also be the case with Jaguar.
By Csaba Daradics