Jaguar Knows Compact Sedan Must Be Better than 3 Series to Succeed

JaguarJaguarUnited Kingdom, 1922 > present53 models
2174 photos
16 videos
Land RoverLand RoverUnited Kingdom, 1978 > present15 models
1742 photos
9 videos
is riding high with the recent introductions of the F-Type, Range RoverLand Rover Range Rover (modern) Gen.3 [L405]United Kingdom, 2012 > present13 versions
30 photos
and EvoqueLand Rover Range Rover EvoqueUnited Kingdom, 2011 > present128 versions
206 photos
2 videos
, but its next model may be its biggest gamble since being taken over by Indian automaker TataTataIndia, 1945 > present5 models
28 photos
1 video
. Jaguar has already announced plans to produce a 3 SeriesBMW BMW 3 Series Gen.6 [F30/F31]Germany, 2012 > present115 versions
355 photos
1 video
-fighter for 2015 or 2016, but it order to succeed to it will have to be better than competitors in the crowded compact executive sedan market. 

“If we do such a car, it is clear that our rivals have incredible design, incredible cars to drive and incredible strength. We must create something that can rival that, which means our product must be extraordinary, but I also want our cars to deliver a human quality that sets them apart. Jaguar’s strength is its people, and our products must reflect that," said Jaguar Land Rover CEO Ralf Speth.

Jaguar says that it is benchmarking the 3 Series for the car and is aiming for it to be better to drive and better designed than the BMWBMWGermany, 1918 > present87 models
8471 photos
43 videos
. It will use the aluminum PLA platform and new four-cylinder engines. To grab buyer’s attention, Jaguar says that the styling will be more distinctive than its German competitors. 

Jaguar Land Rover's problem is that BMW, AudiAudiGermany, 1909 > present83 models
8213 photos
27 videos
and Mercedes-BenzMercedes-BenzGermany, 1924 > present197 models
9852 photos
33 videos
have larger economies of scale for their executive cars; they use the platforms to build crossovers and other variants to improve profit margins. It is harder for Jaguar to offer a crossover because it would eat into Land Rover sales. 

"The headlines of that car must be innovative technology, the most desirable design and a driving sensation that makes the car feel more alive than anything the opposition has to offer," said Jaguar Land Rover brand director Adrian Hallmark.

After the compact Jaguar goes on sale, it plans to add a wagon version and from there possibly a coupe and convertible.

Source: Autocar