Jaguar is set to take perhaps the biggest risk in its 93-year history, but one that could yield the sort of payoff the long-struggling British brand desperately needs.
At the Frankfurt Motor Show this week, Jaguar will formally unveil its first-ever utility vehicle, the F-Pace. The crossover, which shares its underlying platform with more traditional models like the newly redesigned Jaguar XF, risks alienating traditional buyers. But it could also attract the sort of luxury buyers who have long steered clear of the British marque.
“We designed the all-new F-Pace to be first and foremost a Jaguar,” insists Ian Callum, the brand’s chief designer. But company officials acknowledge that the new utility vehicle could come as a shock to those who traditionally associate the name, Jaguar, with sleek and sensuous sports cars, like the legendary E-Type, as well as sporty coupes and sedans.