Why “More Sports Cars” May Be Just What Jaguar Needs

Why “More Sports Cars” May Be Just What Jaguar Needs


If you pay attention to news about Jaguar, you’ve probably been busy recently. In no particular order, recent news about Jaguar includes Jaguar Land Rover’s CEO, Sir Ralf Speth recently stepping down, the debut of the redesigned F-Type, and a new Director of Design, Julian Thompson, who took over from the legendary Ian Callum in June 2019. 

Thompson recently gave us his preference for the direction the company should take.

“More sports cars.”

But it’s what Thompson added in the same interview that’s really important for Jaguar, and why “more sports cars” might make sense for the company.

“Car Design is Changing Really, Really Fast”

Sometimes the simplest statements are the most profound. When Thompson says that car design is changing really fast, it makes you realize just what Jaguar’s been through in the last 10 years, from 2010 to 2020.

  • More Models – in 2010, Jaguar’s stable included three basic models, the XJ, the XF, and the XK. In 2020, the lineup includes 7 basic models, the F-Pace, I-Pace, E-Pace, XE, XF, XJ (returning soon as an all-electric model) and the F-Type. And each model generally comes in more trim levels than before, including five iterations of the F-Type.
  • SUVs – In 2010, the idea of Jaguar fielding an SUV would have been preposterous for some. Now they have three.
  • Electrification – Even though Teslas were in production, all-electric vehicles were still rare and odd 10 years ago. With the new XJ expected later this year, Jaguar has two all-electric models with plans for more.
  • Sports Cars – Of the three basic models available in 2010, the XK was the only sports car alongside two sedans. In 2020, how many sports cars does the company offer? One (1) – the same number as in 2010. Except, while it can be said that 33% of Jaguar models were sports cars in 2010, in 2020 that percentage drops to 14%.

Wait! What?

While a company that may not exist without the heritage of legendary sports car models like the SS100, XK120, E-Type, XJS, and XJR, has increased the number of sedan models by 50% over the past 10 years, and pulled SUVs and all-electrics out of nowhere, it has decreased its percentage of models that are sports bred by over 50%.

Of course, we understand the new realities of consumer demands for SUVs, and electric vehicles. But, wouldn’t it be great if, just like Juklian Thiompson hopes, that Jaguar went back to its roots and built more sports cars?

Until then, you can give your increasingly rare Jaguar sports car, or any Jag, dealer – equivalent Jaguar repairs and service right here at Westminster Motors.

If you like working on your classic Jaguar, check out our post “3 Tips for Maintaining a Classic Jaguar’s Burled Wood Finishes”.