Thursday 15th September 2016

Where's the real racing car Jaguar? PH Blog

Matt's not sold on Jaguar's arrival into Formula E; here's his alternative Jaguar racing plan

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I'm not a Luddite. Really. Despite the fact I think Jaguar needs a V8 race car rather than an electric one. The idea of autonomous cars for commuting really appeals, I'd have a VW XL1 in a shot and the original Honda Insight remains one of my favourites as well. I'm happy to embrace new technology that is interesting, relevant and exciting. Honest.

Formula E hasn't convinced me yet. The argument is made far more eruditely than I could on Jalopnik but, fundamentally, I don't think it makes for an especially thrilling race series. The cars aren't very fast, the lack of noise is odd and how eco-friendly is having two cars for a single race? It should be the vanguard of EV tech, yet at the moment it all feels a bit contrived.

For a brand like Venturi, building an EV product range from Formula E makes sense. But there's not going to be an all electric Jaguar for a while, and would you really buy an F-Pace hybrid because of Jag's Formula E involvement? The collaboration between Jaguar and Williams for the C-X75 already seemed to work rather nicely for hybrid development too.

Putting aside the true relevance of Formula E, I'm personally disappointed as a fan that this is the path Jaguar has chosen. Think of the cars in Jaguar's glorious racing past: various D- and E-Types, the XJS, the XJR-9, the saloons in touring cars; there are so many iconic cars that have captivated audiences for decades and continue to do so. Can you imagine that happening with the I-Type 1?

I don't wish to discount Formula E entirely, because I think there's the potential for it to be a truly innovative and groundbreaking series. But I don't think now is the time for Jaguar to be involved. Of course it requires participation to advance further, which gives us stalemate. As a crowd pleaser for 2017 though, and a tactic to draw young people into the brand, I have another way.

F-Type GT3. Obviously. It makes so much sense. The renders have already been done and look superb. But think about it. It could use the production car's V8 - giving a tangible link back to the showroom - with the weight saving tech used in the racer also able to benefit the road car. We all know Jags could use shedding a kilo or two, after all.

There's a Bentley factory team to battle for British V8 glory, plus all the rivals from the road on circuit too: Audi R8, Nissan GT-R and AMG GT to name three. Factory developed and raced by extremely competitive private teams, they would provide perfect opposition. Imagine the PR opportunity from beating the Germans in Germany. On top of this, championships like the Blancpain GT3 are brilliant to watch. The cars and powertrains are diverse, providing real entertainment for the fans disillusioned by more homogenous formulae. Stood as the sun goes down, watching a 911 through Eau Rouge with sparks flying off it, is not a sight you forget.

And imagine an F-Type doing that! Despite a vastly improved product line up, Jaguar still has an image issue. Namely, that only old people buy their cars. I appreciate I don't speak for every 25 year-old lad in the country, but knowing the Audi R8 racer uses very nearly the same engine as the production V10 makes the road car a lot more appealing. That it's so successful (and looks so damn good) as a racing car only heightens that. I'd wager that people in their 30s and 40s who could afford an F-Type would still be excited by a motorsport effort.

There was a lot of discussion last week about the role of Formula E in bringing young people to the Jaguar brand; here I can't comment, because being 11 and watching racing cars seems a long time ago. Are today's kids inspired by electric racers? Or the old and loud ones, with silly spoilers and big engines? I'm fascinated to know.

Is Formula E the right move for Jaguar? Or is there another motorsport alternative other than GT3? I'd love to know your thoughts. In the meantime I'll be watching all the D-Type, E-Type and XJS videos I can find.

Matt

[Jaguar GT3 renders: James Gibson]

[Beefmeister]

I couldn't agree more. Jaguar needs to do an F-Type GT3 to start properly racing again.

The 5.0 V8 is a bit of an old dog by now, not really up there with the rival power plants but it could provide either a fitting swansong for the engine or as a testbed for a new engine, which is surely on the cards soon.

[Jack4688]

XE in Supercars Australia would be nice since from 2017 onward they're allowed to use less than a V8 if they wish. But perhaps to get a more Euro-centric appeal the FIA should revive the ETCC (not in its current European Touring Car Cup format) just for the sake of a new Jaguar vs Volvo battle. I'm not a Luddite either....

[WhiteBaron]

I'd like to see an XE in the BTCC, if the levorg/CC can be a race winner then that would be a similar size.

Also a full on program for Le Mans with an lmp1, porkers v jags v audi

Formula E is dull

Steve

[Dan_1981]

So when DO we think there will be an electric Jag?

[Beefmeister]

Dan_1981 said:

So when DO we think there will be an electric Jag?

There's going to be an electric SUV smaller than the F-Pace (logically called E-Pace) in a couple of years

[Digga]

Always wanted to take an old Jag to Le Mans in a bastardised 'Slick C##t' version of this livery:

[jamespink]

What a gorgeous looking racer that makes, especially in the Rothmans colours! I'd love one in my drive...

[TrivsTom]

The trouble with Formula E is that Formula 1 will be all electric within 10-15 years, rendering E obsolete.
Oh and YES YES YES to an F-Type GT3

[Macboy]

While I understand the logic, the costs of a winning GT3 programme would be huge and no one at Jaguar wants to see the brand as also rans, repeatedly beaten by on-road rivals from Porsche, Audi and M-B. In Formula-E they can at least link to a future-focussed marketing message at the same time that they are actually trying to win. No need to try to take 600kg from an F-type's lardy 1750kg kerb weight and get its non-motorsport capable engine to a point of competitiveness within the GT rules.

Now, I'm no fan of Formula-E but imaging the board presentation to get this signed off versus the one to get a "maybe come 10th GT3 programme" agreed it's easy to see why this is the chosen route. Racing may be in their DNA (or whatever BS they use to justify wheeling our D-types and E-types at classic meetings) but no one at Jag is agreeing to cut marketing budgets focussed on selling cars now in favour of a few enthusiasts seeing an F-type mid-pack at Oulton park I'd wager.

ETA: And just because the renders look nice and the classic sponsor livery makes the heart beat fast does not mean it will be easy/possible to make it into a competitive GT3 car...

Edited by Macboy on Thursday 15th September 14:28

[Matt Bird]

Macboy said:

While I understand the logic, the costs of a winning GT3 programme would be huge and no one at Jaguar wants to see the brand as also rans, repeatedly beaten by on-road rivals from Porsche, Audi and M-B. In Formula-E they can at least link to a future-focussed marketing message at the same time that they are actually trying to win. No need to try to take 600kg from an F-type's lardy 1750kg kerb weight and get its non-motorsport capable engine to a point of competitiveness within the GT rules.

Now, I'm no fan of Formula-E but imaging the board presentation to get this signed off versus the one to get a "maybe come 10th GT3 programme" agreed it's easy to see why this is the chosen route. Racing may be in their DNA (or whatever BS they use to justify wheeling our D-types and E-types at classic meetings) but no one at Jag is agreeing to cut marketing budgets focussed on selling cars now in favour of a few enthusiasts seeing an F-type mid-pack at Oulton park I'd wager.

ETA: And just because the renders look nice and the classic sponsor livery makes the heart beat fast does not mean it will be easy/possible to make it into a competitive GT3 car...

Edited by Macboy on Thursday 15th September 14:28

Some very valid points! It just seems a shame when Bentley can make it viable (and not be tremendously successful) that Jaguar can't. The car would at least be a Jaguar too rather than just another Formula E racer. Let's see how it pans out, I want Jaguar to do well but was just hoping it was in another race series!

[Beefmeister]

TrivsTom said:

The trouble with Formula E is that Formula 1 will be all electric within 10-15 years

Please put down the crack pipe.

[hufggfg]

100%! Very well said Mr Bird.

I really don't understand the Jaguar marketing strategy at the moment. They seem to miss the irony in simultaneously trying to trade off the racing heritage of the brand, by keeping a heritage fleet of racers and rolling it out at every opportunity, but entirely failing to make any of the current cars relevant in any way to modern racing.

Don't get me wrong, I adore what they do with the heritage fleet, but they should realise that an enormous portion of the brand value they currently have comes from the racing exploits of the 1950s and 1960s. The way to make the brand seem less "old man" now is to continue this racing heritage in meaningful ways (F-type GT3 is perfect example).

[babbedyboobedy]

I'm starting to get a little tired of hearing people discuss what's going to bring in younger buyers,
or to complain that only old people are buying sports cars.

It has nothing to do with motorsport for me. If someone made a basic, but beautiful sports car that you didn't need to be a junior stockbroker to afford, I'd have got one, as it is, I have classic cars.

What are the options today for an ordinary young person? And I'm going to stretch that definition to a fairly well paid one, let's say a mid 30-35k salary, who might actually get approved for a car payment of £400 pm for instance.
I appreciate the concept of the GT86, but it's a visual mess.
The latest MX-5 is criminally ugly, and the Fiat 124 is no improvement.

There isn't really anything that entices me currently, and every emerging sports car that initially promises to be "affordable"
turns out to have a 60k plus list price. I'm sorry, but that doesn't constitute as affordable for me.
The opel concept currently looks promising, but will it materialise?

The Alfa 4C, the new TVR, every Porsche (4 cylinder or not), they're all aimed at a similar demographic of "50+ year old with surplus buy-to-let cash to burn, and a youth to rekindle."

Fair enough, only old people can afford them, that's the way it is. But I wish we'd stop fuelling this infuriating myth that young people aren't interested in these brands and cars; that as an age group we're some kind of mystical Gen Y that needs a special App, or marketing stunt to beguile us, or worse still that there's something we'd rather be doing with our incomprehensible hipster youth values than buying cars at all.

[oldtimer2]

I am unconvinced by the worth of Jaguar's entry into Formula E. I was under the impression that they were taking the hybrid route. That seems reinforced by JLR's recent announcement of their Transcend transmission advanced research project which will enable the use of hybrid power. Perhaps Matt Bird might give his opinion on this? After all Jaguar did produce a dramatic looking (see last Bond villain's s car) and ultra high performance sport car concept based on hybrid technology a couple of years or so ago. The evolution of that concept could be interesting and perhaps even a possible project for SVO at SVO+ prices.

[RacerMike]

Macboy said:

While I understand the logic, the costs of a winning GT3 programme would be huge and no one at Jaguar wants to see the brand as also rans, repeatedly beaten by on-road rivals from Porsche, Audi and M-B. In Formula-E they can at least link to a future-focussed marketing message at the same time that they are actually trying to win. No need to try to take 600kg from an F-type's lardy 1750kg kerb weight and get its non-motorsport capable engine to a point of competitiveness within the GT rules.

Now, I'm no fan of Formula-E but imaging the board presentation to get this signed off versus the one to get a "maybe come 10th GT3 programme" agreed it's easy to see why this is the chosen route. Racing may be in their DNA (or whatever BS they use to justify wheeling our D-types and E-types at classic meetings) but no one at Jag is agreeing to cut marketing budgets focussed on selling cars now in favour of a few enthusiasts seeing an F-type mid-pack at Oulton park I'd wager.

ETA: And just because the renders look nice and the classic sponsor livery makes the heart beat fast does not mean it will be easy/possible to make it into a competitive GT3 car...

Edited by Macboy on Thursday 15th September 14:28

Sadly I think it's this opinion that's stopped JLR from entering GT3. To me though it's a bizarre fear and misunderstanding of how GT3 actually 'works'. Because of the balance of performance regulations, it's not actually possible to be an 'also ran'. If anything, being the the kid on the block means that the car would be incredibly likely to win in its first year.

Added to that, the fact that customer racing in GT3 means Porsche, Mercedes, Bentley et al all make a profit selling racing cars and spares! Added to that, the fact that most of the bill payers (successful business owners) are all in the *ehm* more mature category, and from what I'be seen, with good customer support, the car would be a huge success.

Personally I fear Formula E is another series similar to A1GP. Incredibly well marketed, and on the face of it, a strong, we'll run and well backed Formula which, in reality, is actually a bit of a smoke screen for wannabe Bernie's and Toto's who are trading companies, sponsors and backers off against each other in an elaborate game of chess which hides the likely lack of money, poor viewing figures and imminent demise. Although I do actually hope this isn't the case...

[ZX10R NIN]

I think JLR are missing a trick when it comes to GT3 as a business model you only have to look how much Aston Martin make from selling customer cars around the world this would help extend Jaguars brand, as a sidebar I'd love to see the XF taking on the Fords & Holdens

[Housey]

Totally agree, it's become sad how they seem to run to the most PC version of motorsport they can find rather than where they should be. Frankly I detest Formula E with it's whiney, boring looking and crap track formula. I get we need to move with the new stuff, but play in the right place please. To me if Jaguar is going to play then forget F1 or GT3....LMP1 is where it should play. Come on Red Bull, give Newey his new challenge...

[Centurion07]

babbedyboobedy said:

What are the options today for an ordinary young person? And I'm going to stretch that definition to a fairly well paid one, let's say a mid 30-35k salary, who might actually get approved for a car payment of £400 pm for instance.

You know there's a new Mustang out, right?

[73RS]

PHers are, let's face it, dinasaurs. Young people don't want cars, they want to play with smartphones while travelling in a remote control Uber - and they are right, it will be safer, faster.....just duller, but then again they will be on Tindr, so maybe even that's not true. Face it, all our PH cars will be outlawed within years, confined to noise reduced track days and classic car shows. Go out and drive while you can, it's time not Gatsos that will kill us......

[hufggfg]

RacerMike said:

Sadly I think it's this opinion that's stopped JLR from entering GT3. To me though it's a bizarre fear and misunderstanding of how GT3 actually 'works'. Because of the balance of performance regulations, it's not actually possible to be an 'also ran'. If anything, being the the kid on the block means that the car would be incredibly likely to win in its first year.

Added to that, the fact that customer racing in GT3 means Porsche, Mercedes, Bentley et al all make a profit selling racing cars and spares! Added to that, the fact that most of the bill payers (successful business owners) are all in the *ehm* more mature category, and from what I'be seen, with good customer support, the car would be a huge success.

Personally I fear Formula E is another series similar to A1GP. Incredibly well marketed, and on the face of it, a strong, we'll run and well backed Formula which, in reality, is actually a bit of a smoke screen for wannabe Bernie's and Toto's who are trading companies, sponsors and backers off against each other in an elaborate game of chess which hides the likely lack of money, poor viewing figures and imminent demise. Although I do actually hope this isn't the case...

While I think it's probably a bit harder to win your first year in GT3 than just relying on BoP regulations, I completely agree with everything else you've said. If they went about a customer GT3 program properly the benefits would be huge. It would be moneymaking of its own accord, it would legitimise the performance end of the range (in the way the GT4, GT3's and GT3RSs of this world seem like vastly more "legitimate" drivers cars than the SVRs), it would bring platform benefits in terms of weigh saving, would improve the brand generally, and allow them to wheel out the historic racers at even more events and show an actual link to the current cars.