Jaguar XJ reveal party in London: More couture than car

The location of Jaguar's 'reveal' of its new flagship, the XJ, was decidedly British, although the company's new owner (Tata) resides farther south in India. Jaguar chose London's Saachi Gallery to stage the star-studded affair. Jay Leno, a Jaguar aficionado, played the role of emcee and Elle Macpherson and David Hasselhoff were on hand at this festive party that played more like a couture runway show than an auto event.

Jaguar has always been synonymous with the United Kingdom. And with the launch of the new XJ, you could say the brand made a bold reinvention of its classic design. Jaguar seemed to throw the older designs out the window while at the same time reinforcing its heritage. As for its Indian ownership, it’s not important who owns Jaguar, it’s as British as the queen. The evidence is in all the car's materials, inside and out.

In fashion terms, Burberry made the same move 10 years ago. It literally turned itself inside out, and now across the globe Burberry is sought after as much by young trendsetters as it is by their grandparents -- a rare feat that Jaguar might also pull off with this stunning new design by Ian Callum. You will not mistake the XJ for a BMW 7 or a Mercedes S Class, You also won’t mistake it for the old XJ. This will upset some in the queen's court but it’s as exciting for cars as it is for fashion.

But back to the party: Displayed on the wall at the gallery were an array of interior materials; leathers, veneers and carpets, each in stunning combinations. Can you say Manolo Blahniks or Fendi bags? This serves to remind us that we need some lust back in the auto world. Sitting in the car makes you want to stay in the car. Light from a panoramic roof make the surfaces glisten and the materials are so nice that they almost don’t require clothing to sit on.

The featured technology is impressive gadgetry. A media hub for literally any kind of connectivity the 21st century offers, 1200 watt Bowers & Wilkins premium surround sound and a “Virtual” instrument panel that changes function with your command, and is sure to impress your friends.

This car has one first that will not be available in the U.S. because of our less then well defined safety regulations. "Dual-View Technology" allows the driver and passenger to look at completely different images on the same screen. I look at navigation to drive, you watch a movie or TV in the front passenger seat beside me. I believe this calls for a driver revolt: write your congressman. Americans would buy this car for that feature alone. Can you imagine the ad with the wife driving looking at navigation and the husband watching a football game?

-- Josh Hancock

Photo credit: EPA

Comments

[Mark]

how much did TATA pay you for this tripe?

[JOHN]

Lacking photos in the LA Timeys, other than Leno doing his hob knobbing he likes better than TV hosting these days, I went to the Jaguar website, and you know what...this car is beautiful inside, but SO very ugly in the exterior bits. I can only assume this is a car dressed as a frog waiting for a hottie to kiss it. It may be a long time. The front grille is as wide as an Edsels', sticks out as much as those fake "Dusenberg" convertible VW Bug kit cars, and that's just the front end of the front end, which is to say I would rather not play critic. I can't stop from grossing out at the rear end..the melted taillamps look like something from 80's Lincoln, and that bustle trunk is like a Dodge...or a hearse. Maybe this is the Jaguar that will eat itself...god knows they went from 1st to last place in the space of last years' new model ratings.
I would consider taking the new XJ for extended testing, but no way on earth would I kiss this pond hopper. As the Brits used to say when the chunnel was being made..."Out, Froggy, Out!"!

[Emerson]

I've been disappointed at the last two cars by Callum. Their transition from show car to street car lost so much. But I think this time he did it.

[Greg]

If you look close, you'll notice some differences now that the car is made in India. There is an ejector seat button for the ride from the Hospital should you new baby be a girl.

[TK]

From the back it looks like a Toyota Avalon

[Olden Atwoody]

1200 watt stereo? What's it cost? Half a million?

What a joke.

[epespinoza]

I had a 89 Jag XJ6...cruisin' down La Jolla Drive in San Diego and was pulled over for a mechanical citation (no right brake taillight). The officer told me I had but to go to Chief Auto Parts (now AutoZone) and pay about $1.50 for a replacement bulb. $452 dollars later for a module that replaced the light bulb, I was very upset at the British engineers who had nothing better to do (e.g., replace the moniker "leaky Jag") than to replace a light bulb with a module that contained a circuit board. I trust this revised Jag doesn't have the reputation the last one had. And I loved my Jaguar: Elegance personified.

[Geoffreyms]

I can just image Sir William Lyons rotating at 10,000 rpm in his grave in reaction to this latest bling statement from Jaguar. I've owned 7 Jaguars from a XK-120 roadster, through 2 XKE's, several sedans and an XJS-V12 convertible, and I have to say that Tata has not kept faith with the Jaguar faithful with this offering. Gone,apparently, is the driver-oriented GT; in its place is a platform for gadgets. Yuck. Perhaps this is what the current generaton of auto buyers want, but it won't get me to the showroom!

[Sir Sidney Ruff-Diamond]

I see Jaguar has overtaken Lexus alongside Buick (well done) in the USA to take the No.1 spot in the 2009 JD Power Dependability Survey, pushing Lexus into 3rd place for the first time in 14 years!
http://www.autoblog.com/2009/03/19/jaguar-and-buick-upset-lexus-in-j-d-power-2009-vehicle-dependab/
•Jaguar=equal 1st (with Buick), •Porsche=11th, •Audi=12th, •BMW=17th, •Mercedes-Benz=20th.

Glad to read some positive feedback on the all-new XJ. I have seen it in the flesh and believe me the pictures do not do it justice. It is superb and that new rear does work! Strong yet graceful lines, a peerless interior and brilliantly fast, smooth and frugal new engines.

Like so many people I love the old-style XJ, but the design was 40 years old and fewer and fewer people were actually buying it. Companies do have to sell products to prosper and develop vehicles.

Sir William Lyons has probably been turning in his grave for years as his classic design was out of reverence for him not allowed to gradually evolve. He was always a moderniser and an innovator. Perhaps he can rest easier now. And rest assured, this all-new XJ has true Jaguar DNA running through its veins.

I wouldn't dream of telling our cousins across the pond what they should buy. The truth is it would help the USA in these troubled times if you bought American. But if it comes down to a toss-up between a German, Japanese and a British executive/luxury sedan that are in all other respects level-pegging, and the new XF and XJ sedans can compete with the very best now, please have a care for who is helping you guys+girls with the real fighting, and sadly dieing, in Afghanistan -while other so-called contributors sit on their backsides avoiding the real trouble -and support Jaguar!

Jaguar must fight its corner out there but I don't see why it should have to put up with misinformation, intentional or not. This sometimes happens in the German press and I note that the launch has hardly got a mention over there. That is to be expected frankly. If Jaguar has to suck up all the criticism from past weaknesses, as it has fairly had to, then it is surely entitled to a fair crack of the whip when it excels, as apparently it is now doing.

We British are often slow to rise from our slumber. But look out when we do. Remember that Spitfires were manufactured in the Jaguar factory during World War 2. Nothing is written and who knows how it will all turn out, but Jaguar has finally come out fighting.

Best wishes to you all, and to your home-grown manufacturers over there.

Sir Sidney-over-here.

[Brad]

Jaguars are poorly made. See my site for some good reviews. www.peoplemagazinedaily.com