Jaguar confirms that a Crossover/SUV is ‘not a priority’

04/02/2013 - 08:30 | Jaguar | Kaustubh Shinde

In a world where most luxury brands are soiling their bloodline developing SUVs to chase numbers, Jaguar is still sitting on the fence for a crossover/SUV.

Jaguar XF front

The luxury segment is not what it is used be. In the past ‘luxury cars’ were a blend of old wood, dead animal skin and glossy umbrellas popping out of their doors. But these days, luxury is about size and bling. So obviously big, flashy SUVs are very much an ‘in’ thing.

Most luxury brands such as Bentley and Lamborghini, which were more known for their luxury/sporty sedans, are developing SUVs for the new money. But Jaguar has decided to not follow the herd by delaying the work on their version of an SUV/crossover.

Just a year ago, there was rampant speculations about new crossover from Jaguar. However, Adrian Hallmark, Jaguar’s global brand director, confirmed that Jaguar is more keen on developing a BMW 3 Series rival than working on a new crossover.

The key reason for this decision is the market size. Although, the SUV market is growing at a phenomenal pace, the saloon market is still twice the size. Moreover, Jaguar believes that its sister company Land Rover makes some of the finest SUVs in the world and there is no reason to compete with them on their own turf.

Hallmark also confirmed that if Jaguar ever did build a crossover, it will be on a Land Rover platform to save development costs.


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