Why Jaguar Must Embrace Its Edgy Punk Rock Identity to Thrive

In late May 2024, Jaguar unveiled the last three internal combustion engine models produced at its Castle Bromwich Plant, established back in the 1930s. This historic factory will soon undergo modifications to manufacture body panels for upcoming electric vehicles. It was a poignant moment for me—not due to any aversion to electric cars, as I would gladly drive several models daily. However, I believe that some automobile manufacturers should retain the option to continue producing traditional gas-powered vehicles, as a complete shift to electrification could jeopardize their heritage. Fortunately, Jaguar still offers the F-Pace, but its future remains uncertain.

Where Do We Draw The Line?

In my view, a knowledgeable official in the automotive sector needs to evaluate a brand’s legacy to determine if it can still produce powerful, gas-consuming vehicles. Legacy is crucial; that’s why I can appreciate EVs like the Hyundai Ioniq 5 and Tesla Model 3. Nonetheless, the thought of an Alfa Romeo without a V6 engine or a Jaguar without a gas engine feels wrong to me.

What Is Jaguar’s Legacy?

Jaguar possesses a unique legacy—a distinction that sets it apart from many other automotive brands. Sure, there are numerous vehicle models you could label as ‘gangsta‘, including a Mercedes-Maybach or a Cadillac Escalade. But when you think of Jaguar, the word that comes to mind is punk. Jaguar embodies the spirit of Black Flag on four wheels, traceable back to the very origins of the Castle Bromwich factory.

The Brits Built The Factory To Kick Butt

Back in 1936, Herbert Austin and the British government devised a clever strategy. They acquired land adjacent to Castle Bromwich airfield, setting up what they called a ‘Shadow Factory’—a facility designed to produce cars that could swiftly transition to aircraft manufacturing in case of an emergency. To any vigilant German spies, it would appear that the factory was producing harmless family vehicles. However, if the situation turned dire, the factory could rapidly switch to manufacturing Rolls-Royce powered Spitfires.

While the Hawker Hurricane is known as a successful fighter aircraft, the Spitfire remains the most iconic WWII plane. The Hurricane targeted bombers, whereas Spitfires engaged in fierce aerial battles with German fighters. It became a symbol of British resilience and gallantry, epitomizing a refined gentleman’s courage as he clashed with the Luftwaffe before returning to enjoy a cup of tea and perhaps even a stylish haircut. Although Jaguar acquired Castle Bromwich long after the war, this formidable yet gentlemanly presence continues to linger over the site.

What Made Jaguars So Special?

Jaguar’s allure stems from its rebellious history. One notable story is that of the E-Type, introduced at the Geneva Motor Show in 1961. With only a single handmade prototype, Jaguar sent it to a few British publications prior to its grand unveiling in Switzerland. The journalists took it out to test its speed on the M1 motorway since no other testing facilities were available. Miraculously, the sole prototype survived the testing, but time was running short.

After the last journalist took their turn, Jaguar had less than a day to deliver the E-Type from Coventry to Parc des Eaux-Vives in Geneva—about 750 miles and requiring a ferry crossing. Jag executive Bob Berry executed the journey with a narrow margin of just 20 minutes, enough only to give the car a quick wash. Rumors suggest the car made tick-tock sounds as it cooled on the display stand.

There’s also the connection to infamous London gangsters, who preferred Jaguars for their speed which outclassed police cars. The notorious Kray twins often rode in an MK X equipped with a 4.2-liter inline-six engine. This model was Jaguar’s widest until the XJ220 supercar was released many years later. Although not the ideal getaway vehicle, it made quite an impression. The Mk2 was also popular among gangsters due to its spacious seating for five adults and the ability to haul whatever loot they needed—the 3.8-liter inline-six proved so troublesome for the police that they eventually opted to procure Jaguars themselves.

In short, Jaguar inadvertently became the bad boy of the automotive industry—and who doesn’t love a bad boy? Consider the auditory backdrop of London during the gangsters-versus-cops era. The sounds of inline-six engines echoing throughout Soho were likely balmy, but don’t just take my word for it. Listen to an E-Type revving below.

Jaguar Leaned Into Its Bad Boy Status

What’s more sinister than a dark green third or fourth-generation XJR? It’s like the automotive version of Jack Reacher. While it may not have surpassed the performance of the Mercedes-Benz S-Class or BMW 7 Series, it was intentionally unique. Although it had a classic look, its all-aluminum frame made it surprisingly light for its size, and the 4.2-liter supercharged V8 was truly remarkable. Whereas the competing Benz and Bimmer aimed to eliminate engine noise in the cabin, the XJR gave you a taste of the engine’s raw sound, which contributed to an engaging driving experience. This trend continued until the last XJ, marking the beginning of my journey with Jaguar. I’ve been fortunate enough to test nearly every new Jaguar since, so here’s a brief overview of my favorite models and what made them so compellingly rebellious.

Jaguar XK Convertible

This model was often labeled as the “poor man’s Aston Martin Vantage V8,” but that’s an unfair comparison for both. The XK handled quite well but never sought to be more than a grand tourer. It truly shone with the standard 5.0-liter V8 instead of the supercharged version. Simply lowering the roof allowed you to relish the sounds of automotive artistry. It also maintained a stunning appearance throughout its production run from 2006 to 2014, with minimal design tweaks.

Jaguar XF and XF-R

Upon its introduction, it was apparent Jaguar was operating with a constrained budget. Fortunately, the company wisely allocated its resources, resulting in an exceptional chassis. Even though the supercharged 4.2-liter V8 engine was with a long lineage, it still produced impressive sounds. As Jaguar began to profit from the XJ, XF, and XK, they introduced new engines. The 5.0-liter supercharged V8 surpassed the older version. Although the BMW M5 and Mercedes-Benz E63 AMG were superior vehicles, the Jaguar XFR exuded character with its bold rear wing and flamboyant blue color. Distinctively edgy and unrepentant in its identity, Jaguar confidently showcased its prowess through dynamic promotional images even in 2015.

Jaguar F-Type Convertible V6 S

However, it wasn’t the F-Type SVR or the supercharged V8 that captured my attention; it was the supercharged V6 S that stood out. It’s essential to note that it should be a pre-facelift model, as those versions were the most thrilling. This model felt like that good buddy you believe has a touch of crazy. For the most part, it’s loyal, yet occasionally, it feels like it might surprise you negatively. The supercharged V8 was like a wild animal, leading Jaguar to eventually introduce all-wheel drive for improved control. Few cars sound as glorious with the roof down as the V6 F-Type. It drove much like a Miata, but with the capability to truly unleash its power. The proof of its allure is linked below.

Jaguar XE S380

For me, the XE represented a pivotal moment for Jaguar as it started to falter. I was quite fond of the initial series of XE models; they featured the F-Type front-end and were powered by a supercharged V6 engine. While pricey, they delivered ample performance. Unfortunately, Jaguar began to stray with this model, opting for Ford’s EcoBoost engines for customers unwilling to choose the high-end V6, but those consumers simply gravitated towards the BMW 3 Series instead. Jaguar later rolled out its own line of turbocharged four-cylinder engines, which were decent, but not awe-inspiring. My first encounter with one of these engines was in an E-Pace, and all I can recall was the uneventful drive, reminiscent of what I imagine a lackluster Golf GTI would feel like if it were an SUV.

Can Jaguar Go Back To Being Bad?

It’s possible, but Jaguar is set on going entirely electric. This decision comes in the wake of multiple high-profile automakers shifting their plans. Ultimately, it appears that consumers aren’t as enthusiastic about EVs as manufacturers predicted, and customer preference reigns supreme. Once Jaguar transitions to electric, however, it risks losing its unique appeal. We’re talking about a company that once thrived on its rebellious, edgy reputation, even creating multi-million-dollar advertisements that boasted of its identity. Jaguar’s earlier slogan was “It’s Good to Be Bad,” but now, it seems to be struggling to hold its footing in the competitive automotive market.