2008 Jaguar XK8
Convertible
by Steve Schutz, MD
By the time you read this, Jaguar may be under new ownership. Purchased by Ford in 1989, Jaguar has continued to lose money and distract its corporate parent. Now that Ford has more pressing needs—like surviving—both Jaguar and its English cousin Land Rover are on the auction block. As of October 2007 no buyer has been selected, but the sale has generated significant interest from around the world.
With sales dwindling you’d be forgiven for wondering why anyone would want to buy a Jaguar. The answer is twofold: 1) the Jaguar brand by itself still has value in today’s automotive world—though how much value is debatable—and 2) Jaguar has two excellent cars in its portfolio, with another just months away. I believe this company can be saved, perhaps with less effort if the owners were someone other than Ford. After all, luxury buyers are generally not inclined to pay extra for a gussied up, everyday brand (Lexus and Acura excepted).
The two excellent cars, by the way, are the XJ and XK, which can compete with the best from Germany and Japan. The XJ has a lightweight aluminum sub-frame that helps ensure superb driving dynamics, but is severely hindered by retrograde styling that has not been well-received. The car on the way is the XF replacement for the ancient S-type sedan, due next spring. The revolutionary and very forward looking XF is do or die for Jaguar, and I can’t wait to drive it.
As a niche product, the XK isn’t critical to Jaguar’s survival, but it is good and does help the cause. Introduced last year, the XK rides on a shortened version of the XJ platform, which means it’s (relatively) light and stiff. Light is good for fuel efficiency and handling reasons and stiff is good for ride and interior noise reasons.
In fact, the handling and ride were the first things I noticed about the XK when I first drove it. Unlike the previous XK, which could wallow at low speeds and float when pushed, the ‘08 version gives the driver more confidence. Slow turns are crisper, high speed interstate cruising is more comfortable and road imperfections are less jarring.
While capable of athletic maneuvering, the XK tilts in the luxury direction. My two cents says that Jaguar (successfully) benchmarked the Mercedes SL 550’s road manners and decided to leave the ultra-sporty end of the market to the Porsche Carrera and Audi R8.
“Gorgeous” is the tag line Jaguar uses in their ads, and that adjective applies to the XK. I tested the convertible, and felt like a minor celebrity as car after car sped up to gaze at the shapely Jaguar. No doubt about it, heritage designs are out at Jaguar, as the XK looks distinctly avant-garde. Despite a modern exterior, the XK fairly bursts with curves in contrast with the more clinical looking Mercedes SL. According to designer Ian Callum, the inspiration for the XK’s body was Kate Winslet’s and I believe it. From the hood to the roofline to the front and rear fenders, alluring convex and concave surfaces intersect and intermingle suggestively. Obviously Justin Timberlake isn’t the only one interested in bringing sexy back (it left!?).
Inside, the XK’s designers continued the modernized theme. The previous XK was all about the wood and leather, but this one is different—almost Scandinavian, with aluminum accents upstaging the understated natural elements. Yes there’s plenty of wood and leather to be found, but it’s more functional and much less “clubby” than before.
The 2008 Jaguar XK is available in standard and go-fast XKR versions. Standard XKs come with everything you’d expect in an expensive luxury car including adaptive suspension, xenon headlamps, rear parking sensors, Bluetooth, touch screen navigation and a great stereo.
Besides its more potent supercharged V8, the XKR adds sportier 19-inch wheels, a firmer suspension, retuned steering, larger front brakes, adaptive headlamps, an aluminum mesh grille and better bolstered front seats.
Major options on all XKs include upgraded wheels, adaptive cruise control, satellite radio, and a premium Alpine surround-sound system. The Enhanced Luxury Package adds 16-way power seats, leather-trimmed instrument and door inserts, heated leather steering wheel and power-folding mirrors. The XKR’s Portfolio Package gets you unique
20-inch wheels, an Alpine sound
system, performance brakes and special interior trim.
The bottom line is this: inside and out Jaguar is moving forward and saying, “the new us is different from the old us—the us you loved but aren’t buying anymore.” Will 21st century luxury customers respond to the Jaguar siren call like they did 50 years ago? Only time will tell, but hats off to Jaguar for recognizing that backward-looking design wasn’t working and coming up with something much more interesting. With the XK and upcoming XF, Jaguar’s new owners will have a solid foundation on which to build.
