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Jaguar Quality Sinks


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6. November 2012

In the 2012 Car Reliability Survey, Consumer Reports put Jaguar in the 28th spot.

And there are 28 vehicle manufacturers on the list.

Jag is represented by two models. The best-scoring model is the XJ. It is -118% below average. Yes, that is a minus sign. The worst-scoring model is the XF. It is -164% below average. Presumably the only thing that could make the people in Coventry feel at all good is the fact that a vehicle of its former owner, Ford, had a lower score than the XF, as the lowest-rated vehicle is the Ford Explorer V6 AWD came in at -226%. Yes, that is a minus sign.

I wasn’t going to mention those survey results until I saw this:

Jag speedboat

Yes, that’s the brand new XF Sportbrake (which is going to be available in Europe) and “The Concept Speedboat by Jaguar Cars.”

It brought to mind something that Jim Hall of 2953 Analytics told me about how you can tell when a vehicle manufacturer is in trouble: They start doing things that are not core to their business.

Like creating speedboats.

Ian Callum, Jag’s director of Design, explained, “We recognize that both our existing and future customers enjoy diverse and active lifestyles. With the launch of the new Jaguar XF Sportbrake, we had an opportunity to create a vision of how our design philosophy might be applied to an alternative product, in which speed and beauty are also priorities.

“The Concept Speedboat looks powerful. It follows, in so many ways, the idea of a traditional speedboat but with the sleek and fast characteristics that you would expect from a Jaguar Car.”

I don’t know about you, but I’d expect something far better than -164% from a Jaguar Car, not a boat.

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