Image: screenshotted.
Back in 1968 when the original Series 1 XJ6 was launched, it caused nothing else but quite a stir to the automotive community. Suddenly, the sea of floaty, generic saloon cars was suddenly out-classed by something that oozed rakish style, mesmerising handling capabilities and incredible value in comparison to the likes of Mercedes, BMW and other continentals.
Over the years, the XJ became the nation's favourite as far as most saloons go. It spawned high-performance V12 and Supercharged 'R' versions over the course of 53 years and in recent times, has sadly become a bit of a forgotten unicorn.
That is however, set to be changed this year as Jaguar's next generation of the iconic flagship is not going to be powered by a growling V8 - or even a sedate V6 diesel. Instead, they are intending to move the game forward by making the XJ an all-electric model for the very first time.
Image: Jaguar Media
This is a particularly important decision for Jaguar for two reasons: one being the fact the XJ will now stand out strikingly from the competition, but will also matter to JLR's future success.
The role of a flagship car is that it provides an image of aspiration and capability for a brand. It showcases just what a manufacturer can do if no cost-cutting economics stops them from creating something great. The XJ has always been that aspirational car as far as Jags go, other than perhaps the E-Type but that was a completely different genre.
But even if the XJ turns out to be a truly brilliant car in its electric format, it also suggests that JLR's future plans are electrifying their entire lineup and dropping the idea of engines altogether. It's suggesting that the commitment of EV technology is a long-term strategy in which they presumably hope will work in order to combat Tesla and the Government's 2030 deadline.
Image: Jaguar Media
But assuming that by that point when battery and motor technology is fully underway at JLR and there isn't enough infrastructure to support EVs, they could end up in a seriously difficult position. Because if there is a situation when nobody wants EVs due to the subsequent problems, then both the XJ and Jaguar could collapse if they didn't decide to go back to petrol/diesel engines.
It would be at this point where other marques such as Mercedes would be in a stronger position because they will be offering a wide variety of ICE and EV powered cars simultaneously, whereas Jaguar aim to electrify their entire lineup within the space of nine years.
However, if by any chance the infrastructure for EVs is sorted out in time and people can charge from 5-100% in 5 minutes, then Jaguar could end up in a strong position when next to rivals - Tesla in particular who appear to be an electric vehicle superpower.
Image: Daimler Global Media Site.
I don't personally believe - unless a miracle happens - that Jaguar will be able to surpass the trust and brand image of Mercedes with their S-Class. The XJ was great when launched, but ultimately the Stuttgart limousine proved to be the class leader for many generations.
Mercedes will always find a way to make themselves the leaders in forward technology with their flagship models, but if Jaguar makes the step ahead with the new XJ - be it for better or for worse - then surely JLR will be in a much stronger financial position than they are at the moment. Because currently, production lines have stopped and nobody seems to want a new Jag these days.
That could change by the end of this year.
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