Jaguar considered luxury by the public
Discussion
I’d class them as premium, and probably a little bit more premium than the Germans in general terms (obviously this becomes harder once you start comparing like for like models).
Part of this I think is that they don’t really have an analogous entry level car to the Germans. Young people don’t consider an XE as a competitor to say, a 1 Series.
As a brand, they also have a bit of a fusty old man image. Not saying it’s deserved, but the image is there.
That said, I looked at F-types for a period. None of the other contemporary Jags do it for me.
Part of this I think is that they don’t really have an analogous entry level car to the Germans. Young people don’t consider an XE as a competitor to say, a 1 Series.
As a brand, they also have a bit of a fusty old man image. Not saying it’s deserved, but the image is there.
That said, I looked at F-types for a period. None of the other contemporary Jags do it for me.
I feel that Jag's have had their day and and luxury/prestige/apirational crown has well and truly slipped.
Growing up, a Jag was a thing of beauty and something to be marvelled at. Late 90's and into the 2000's, they appear to have lost their way (probably due to finances) and I feel they rely on nostalgia rather than a aspirational product. I really wanted a big, fast loud F type but when compared with the competition at the same price point, I just wasn't able to, as the competition was so much better.
It is a shame because I would love to see Jag do well and I hope to see them prosper with great products in the future.
Growing up, a Jag was a thing of beauty and something to be marvelled at. Late 90's and into the 2000's, they appear to have lost their way (probably due to finances) and I feel they rely on nostalgia rather than a aspirational product. I really wanted a big, fast loud F type but when compared with the competition at the same price point, I just wasn't able to, as the competition was so much better.
It is a shame because I would love to see Jag do well and I hope to see them prosper with great products in the future.
I have no qualms about Jaguar, Mercedes and BMW being all level pegged but genuinely struggle to think of Audi in the same way. They just aren't.
It's not just a classic PH cliche thing, I dont think they've done anything spectacular in their existence - certainly not compared to the other 3 - and that includes the quattro and R8. I've bad Audis in the past and thought them competent but to me it's always a ring below the other and marginally above VW.
BMW were an upstart but proved themselves massively. Mercedes nearly bought both Audi and BMW at separate times.
Jaguar look to the past which I think it's been to the detriment of the brand. Its limited appeal. It's only recently with the I Pace that they've gone modern, but in relative terms it's not really a hit, is it?
It's all very well complaining how MB has gone down market (and the have) with hatchbacks and people carriers but their flush with lots of cash. Jaguar isn't. Jaguar should have made sporty hatchbacks and smaller cars too. What did they have to lose?
It's not just a classic PH cliche thing, I dont think they've done anything spectacular in their existence - certainly not compared to the other 3 - and that includes the quattro and R8. I've bad Audis in the past and thought them competent but to me it's always a ring below the other and marginally above VW.
BMW were an upstart but proved themselves massively. Mercedes nearly bought both Audi and BMW at separate times.
Jaguar look to the past which I think it's been to the detriment of the brand. Its limited appeal. It's only recently with the I Pace that they've gone modern, but in relative terms it's not really a hit, is it?
It's all very well complaining how MB has gone down market (and the have) with hatchbacks and people carriers but their flush with lots of cash. Jaguar isn't. Jaguar should have made sporty hatchbacks and smaller cars too. What did they have to lose?
This one's odd. I'm a self-confessed Mercedes and BMW fan-boy, probably because I've done mega-miles in them without any problems. My current daily is an E-Class that I bought pre-reg 8 years ago and has now passed 120,000 miles. It's barely run in, still drives as well as it did when I collected it, and does everything I could need of it. Same goes for the wife's BMW - it just works, although it's a few years younger. I've run Mercs and BMWs past 100k regularly without faults.
BUT, my friends who've bought JLR product don't seem to have the same ownership experience. Sure, the cars have a premium / luxury feel to them, but under the skin they don't seem to have anything like the build quality & reliability of Mercedes / BMW. Mate with an XF had some many trips to the dealership for minor niggles over three years it was almost laughable. My old boss was deeply in love with his Range Rover, which was in turn deeply in love with long visits to the workshop to be fixed. In fact, pretty much all of my colleagues who've had JLR products have had far more problems with them than you'd expect from a car in that price bracket.
I think I'll stick with Mercedes / BMW for now.
BUT, my friends who've bought JLR product don't seem to have the same ownership experience. Sure, the cars have a premium / luxury feel to them, but under the skin they don't seem to have anything like the build quality & reliability of Mercedes / BMW. Mate with an XF had some many trips to the dealership for minor niggles over three years it was almost laughable. My old boss was deeply in love with his Range Rover, which was in turn deeply in love with long visits to the workshop to be fixed. In fact, pretty much all of my colleagues who've had JLR products have had far more problems with them than you'd expect from a car in that price bracket.
I think I'll stick with Mercedes / BMW for now.
The question should be divided between the perception of "car people" as opposed to non car people, as they will be different. There are many poverty spec jags, BMWs and Mercs out there , driven by people that not many years ago couldn't even afford to look at one, but don't mind being locked in to what is really a 3 year renewable rental, and non car people are probably impressed by these and consider them to be prestige.
The perception of car people depends on what they are used to and what their expectations are. Expectations are often not met. I bought a new Jag XF 3.0 D Portfolio when they first came out. People were impressed because it was new and a drop dead gorgeous design. However, I only kept it a short time as,although the engine was a peach, I thought it neither rode nor handled well. It was a major disappointment for someone who'd finally bought his first Jag since owning his Mk 2 jag, bought in 1977. In terms of prestige nowadays nothing suggests prestige like a 4x4, especially a Discovery or Range Rover. Strangely, I'd like a Lexus RX450 but although they are just as expensive (and probably a LOT more reliable) I don't think they have the same cachet.
The perception of car people depends on what they are used to and what their expectations are. Expectations are often not met. I bought a new Jag XF 3.0 D Portfolio when they first came out. People were impressed because it was new and a drop dead gorgeous design. However, I only kept it a short time as,although the engine was a peach, I thought it neither rode nor handled well. It was a major disappointment for someone who'd finally bought his first Jag since owning his Mk 2 jag, bought in 1977. In terms of prestige nowadays nothing suggests prestige like a 4x4, especially a Discovery or Range Rover. Strangely, I'd like a Lexus RX450 but although they are just as expensive (and probably a LOT more reliable) I don't think they have the same cachet.
Early in the year we went to the funeral of a former neighbour. The hearse and following car were both based on the current model XJ and certainly looked appropriate for the occasion. This suggests that the Jaguar is considered a luxury car by the majority of people, no matter what PHers think. Also, my neighbour has an immaculate X type. It looks like a slightly smaller X300, and with the wood and dead cow gives an air of what most people think of as luxury. Remember that outside of car forums no one knows let alone cares what is under the bonnet, the image and heritage are the only things that matter
Edited by Justin Case on Tuesday 9th June 17:49
craigjm said:
stickleback123 said:
I don’t think they would even then. An E type yes but a young boy wanting an XJ saloon? Nah 
tty rattling and dog slow Fords, BMC garbage, and the odd dismal Hillman a big flashy 140MPH+ V12 saloon would have been of interest to plenty of schoolboys I think. I remember being very excited by a visiting uncles 750i even in the late 80s. The only thing that gets their heads out of their phones now is a bloody Tesla!
Brooky90 said:
There is currently an interesting topic in this forum tonight about Mercedes and where they stand in terms of luxury. I'm going to put the same topic here but about Jaguar. What's everyone's opinions on them as a luxury car past and present? I know their not quite Bentley but do they stand out as a status symbol? I'm currently working six days a week to save up for a Jaguar XF.
Do it, but buy an old (pre 2016) one.
Unknown_User said:
It would be interesting to find out what age is a person is and how that is related to whether we consider a Jag to a luxury product. Also the age at the time of ownership of a Jag.
Very true. Am in my fifties and wouldn't dream of owning a jaguar, they are still "old men's cars". The modern stuff to me looks just like a fake Aston Martin rather than exceptional. Outside the UK jaguar seems to be regarded as exotic and exclusive and not very common at all.
BMW have a terrible reputation where I live chavs, plastic gangsters etc. Mercedes are for dodgy businessmen and gypsies. Audi seem to be company cars and a slight cut above Skoda and VW (the latter come with a free fuel card from your job)
I'd take a Jag over any of the mainstream German brands. Quality or not they do make some nice looking cars.
BMW have a terrible reputation where I live chavs, plastic gangsters etc. Mercedes are for dodgy businessmen and gypsies. Audi seem to be company cars and a slight cut above Skoda and VW (the latter come with a free fuel card from your job)
I'd take a Jag over any of the mainstream German brands. Quality or not they do make some nice looking cars.
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