Matt Prior: What next for Jaguar? Car News

Jaguar has deleted all of its Instagram posts (ask your kids).

Last week, he dumped a decade of photos and videos, like a divorcee deleting photos of his ex on Facebook (ask your parents).

In their place he posted three new photos – curiously, full close-up details of his 1988 Le Mans-winning Jaguar XJR-9. They were captioned, simply, ‘Prologue’, ‘Genesis’ and ‘Flashback ‘.

Details of what comes next from Jaguar have been scarce. It looks like a business almost in limbo. It has six models currently on sale, but none are new; and while we’re promised an all-electric future from 2025, backed by a new platform called Panthera, the Jaguar XJ electric limousine was canceled late in its development program and new model rollouts are slim on the ground. It’s a strange position for an automaker.

Given the intriguing new footage, however, I was hopeful. Full disclosure: as I type, I’m changing this column, which I originally wrote before I knew what was to come.

Jaguar had already built carbon copy continuation series of famous old cars, of its C-Type, D-Type, Lightweight E-Type and XKSS (curious there was no X-Type continuation though, no ?), but surely it was You’re not going to build a new 7.0-litre V12 Group C race car that you could barely use?

I mean, it sounds like a laugh, but that would be out of step with future strategy.

And as beautiful as the Continuation models are, I’ve often said that Jaguar should create new heroes, not rehash old ones. Maybe that would eventually be the case, this column originally wondered. A few days from Le Mans and given the XJR-9 theme, would this herald a return to endurance racing in the new Hypercar category? Or, given that he created some great digital sports racing concepts, maybe he was a real one? A limited run?

Alas no. It’s a limited series, yes, but of an existing model: the Jaguar F-Pace SVR. Probably the best-handling sports SUV in the world, but even in purple with gold wheels, it’s not what I had imagined. Hey ho. Long live 2025.

By the way, I see that Jaguar doesn’t follow any other Instagram accounts, which I think is a pretty nice stance for a business to take. This allows for a “we lead, not follow” narrative. Although not my favorite social media policy, which is KFC’s Twitter account. He only follows the five Spice Girls and six guys called Herb.

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This notice was published: 2022-06-09 23:01:24

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