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<\/p>\n<\/div>Long derided as an \u201cold person\u2019s car,\u201d Cadillac\u2019s reinvention as an athletic brand has drawn headlines and rave reviews. But it is not alone. Caddy\u2019s Old World English peer, Jaguar, is also shaking off its arthritic image to re-emerge as the track star of old.<\/p>\n
It\u2019s more \u201cChariots of Fire.\u201d Less Duke of York.<\/p>\n
Like Cadillac, Jaguar\u2019s resurgence is happening under new corporate governance. Cadillac has separated itself from Mama GM\u2019s apron strings and set up shop in the Big Apple under the experienced hand of Johan de Nysschen \u2013 not un-coincidentally the ex-chief of competitor Audi North America. Meanwhile, Jaguar \u2013 cast out by Ford \u2013 has been adopted by Tata. The Indian conglomerate has given Jaguar a big studio in which to paint and the classic marque is making great auto art again.<\/p>\n
Watching over North American operations is another German-badge defector: Joe Eberhardt, 52, a 25-year veteran of Mercedes.<\/p>\n
\u201cIf you go back in Jaguar history, there is a lot of DNA that is reborn in today\u2019s cars: performance, design, and value. That\u2019s what gave Jaguar a fascinating run in the \u201960s and \u201970s,\u201d said Eberhardt at the Aspen, Colorado, media launch of the cat\u2019s latest litter, the XE sedan and F-Pace crossover.<\/p>\n
\u201c(Then) the cars became more exclusive and … and we had some durability and reliability issues. So it was important in launching these cars that we redefine what Jaguar stands for.\u201d<\/p>\n
For all its noble British lineage, Jaguar these days appears a luxury version of Japan\u2019s Mazda: a niche performance brand built on a sports car. Mazda has the Miata. Jaguar the F-Type.<\/p>\n
Here\u2019s Mazda spokesman Tom McDonald last June: \u201cThere\u2019s a little bit of Miata in every car we make.\u201d<\/p>\n
And here\u2019s Eberhardt: \u201cThere is a little bit of F-Type in every product. It\u2019s absolutely key and core to the brand.\u201d<\/p>\n
With the big cat back and roaming the landscape, Jaguar now follows with its two most important vehicles: the entry-level XE and it first-ever SUV, the F-Pace.<\/p>\n
Whether it is the tail lamps on the light, aluminum-bodied F-Pace or side cues or its double wishbone suspension, F-Type infuses F-Pace. \u201cIan Callum is the one best designers in the business and he is developing a face for the brand,\u201d says Eberhardt.<\/p>\n
Cadillac too has bolstered its lineup with the lightweight XT5 crossover, promising more SUVs to come. But though Cadillac and Jaguar benchmark to the Teutonic trio of Merc, BMW, and Audi, Jaguar is less eager to go head-to-head in every niche.<\/p>\n
\u201cWe debated that internally for a long time,\u201d says Eberhardt. \u201cYou have to mention all expectations of a car. We have to cover the luxury portion, have to cover design … but maybe give it more performance just to give someone a reason to try.\u201d<\/p>\n