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Style, not Substance, that declawed Jaguar

Posted March 25 2008 03:26 AM by staff 
Filed under: Opinion, Jaguar , Luxury


It was retro that may have brought Jaguar down low.




2009 jaguar xf front right.jpg

A lot of car companies like to retro design cars. Take the new Dodge Challenger, Chevrolet Camaro and Ford Mustang. It seems to work with these models. But Jaguar’s design director, Ian Callum, is saying that the brand could have done a lot better if it didn’t reach back to traditional styling.

Callum joined Jaguar in 1999 and was first involved in the development of Jaguar’s 2006 XK coupe and convertible. He noted in Stuff that he had a difficult time convincing Jaguar execs to approve the new design. He admitted that it was a “challenge” communicating to the board of directors why changes were necessary. But he did convince them.

Next project for Callum is the all-new Jaguar XJ which is supposed to be unveiled at the 2009 Frankfurt Motor Show and will be released for sale in 2010.

Our take? Well, he’s the guy who is designing the new Jaguars. So you expect that you’d see changes.








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