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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar is ready for the future, and its cars look the part thanks to Ian Callum

There are few living legends in the car business. Jaguar design director Ian Callum is one of them. The longtime stylist announced Tuesday he's stepping down after a decorated career that's seen the resurgence of Jaguar and its again superlative design. Callum, who turns 65 in July, has overseen Jaguar design for 20 years and shepherded it from an era of mediocrity and uncertainty to success with its current lineup of eye-catching products. The brand's 1990s and 2000s cars, led by the haggard X-Type, were too-often forgettable. But in the last decade, Callum has completely flipped the script, returning Jaguar to its sports-car roots with the F-Type while embracing the new period of electric vehicles and crossovers. "Yesterday I told my team I was leaving as Design Director for Jaguar after 20 years. I've done what I set out to do. Time for a new adventure. I pass the baton onto my good friend and great designer Julian Thomson...." Callum tweeted Tuesday. Thompson, a 19-year veteran of Jaguar takes the reins from Callum, who is staying on as a consultant. The move takes effect July 1. As Callum notes, it's not a retirement, though he didn't elaborate. "Given the strength of both our products and the design team I feel that now is the right time to move on, both personally and professionally, and explore other design projects," he said in a statement. The Scottish-born designer studied at the Royal College of Art and was steeped in the tradition of Jaguar and British cars. He had every reason to resist change. He didn't, instead evolving his dream job into an instrument of evolution, and today Jaguar has the most well-rounded portfolio in its history. With EVs like the I-Pace the brand has an elegant and efficient car capable of taking down Tesla, while the F-Pace and E-Pace crossovers are bringing Jaguar to a new kind of customer. "In my view, the World Car Design of the Year winning F-Type, F-Pace and I-Pace – true game changers – are perhaps his greatest achievements. I believe they will be future icons," Jaguar Land Rover chief executive Ralf Speth said in a statement. Through it all, Callum never lost focus on Jaguar's sense of purpose. Along with Aston Martin, McLaren and Rolls-Royce, Jaguar holds a place in Britain's car culture and broader identity. He recognized when Jaguar rolled out a sports car openly tapped as the successor to the E-type – and then called it the F-Type – it carried the weight of history on its aluminum chassis.

Jaguar to go racing with F-Type GT3?

Most British automakers have some manner of racing program. Aston Martin, Lotus and McLaren race as a matter of course. Bentley recently got back into racing, Morgan has dabbled here and there, even Land Rover has its off-road racing programs. The only one, it seems, that isn't racing these days is Jaguar... but that could be about to change. The latest intel from the UK suggests that Jaguar is closely evaluating the prospect of building a GT3-spec racer based on the F-Type. Like the Bentley Continental GT3 co-developed with M-Sport (not to mention Coventry's own successful partnership with TWR), the Jaguar program would need an established racing outfit to help develop the car and field it, and the automaker is said to be evaluating three potential partners. The development of the GT3 racer would allow Jaguar to compete (or sell cars for others to compete) in a variety of racing series around the world, including the Blancpain Endurance Series, the European Le Mans Series and, if properly adapted, other series like the United SportsCar Championship and the 24 Hours of Le Mans. Jaguar's car would have to compete with such rivals as the Aston Martin Vantage GTE, Audi R8 LMS, Ferrari 458 GT, Mercedes-Benz SLS AMG GT3 and Porsche 911 GT3 R. Current FIA GT3 regulations use a Balance of Performance equation that allows for a curb weight between 1,200 and 1,300 kilograms (2,645 to 2,866 pounds) and produce between 500 and 600 horsepower. A more cost-effective GT4 racer could follow. But the best part is that Jaguar could, according to the report in Autocar, develop a road-going version as well, even more focused than the Project 7 pictured above and similar to what Bentley did with the Continental GT3-R. Jaguar of course has had a rich history with motor racing, reaching back to its dominance at Le Mans in the 1950s with the C-Type and D-Type, extending through the TWR partnership in touring car and endurance racing in the 1980s and 90s, to the short-lived Formula One team that became Red Bull Racing. It launched a GT2-spec XKR a few years ago and was tipped to be developing a new LMP1 prototype, but neither are on the track today, where Jaguars only compete in vintage racing. Featured Gallery Jaguar F-Type Project 7 View 29 Photos News Source: Autocar Motorsports Jaguar Racing Vehicles gt3