Sedan Nods to Practicality, Roars With Sensuality
2010 Jaguar XF Premium
Sunday, June 21, 2009
Artifice has value, particularly in automotive journalism. I, for example, will use any excuse to get behind the wheel of a new automobile, especially one as beautiful as the 2010 Jaguar XF Premium sedan driven for this week's column.
Visually, it differs little from the 2009 Jaguar XF Supercharged sedan reviewed in this space on April 27, 2008.
It matters not.
I wouldn't refuse a chance to drive a Jaguar XF any more than I'd turn down a front-row ticket to a Tina Turner concert.
Tina on stage and the Jaguar XF Premium sedan on the road have commonality. Both epitomize the difference between sex and sensuality. Sex is fleeting, often forgettable. Sensuality speaks to the heart and soul. It is a memorable experience, expressed thusly:
If you've seen Tina once, you'll want to see her again. If you've driven a Jaguar XF sedan once -- the base XF, the tested XF Premium, or the truly exotic XFR -- you'll want to drive one again. Any excuse that allows a repeat experience is sufficient.
I had an excuse, albeit flimsy.
Jaguar, like many of its rivals, has been under government pressure to deliver more fuel economy. But the trick for luxury brands is to do that without harming their basic character -- what automotive marketers call "a car's DNA."
Historically, Jaguar's DNA has yielded rear-wheel-drive automobiles known for their beauty, power and speed. But as a ward of Ford Motor, Jaguar fiddled with that formula, offering models such as the front-wheel-drive X-Type and S-Type.
The "X" and "S" were "affordable" and offered better fuel economy in comparison with traditional Jaguar standards. Stylistically, both cars were throwbacks to the days when Jaguar signaled exclusion. But neither had an ounce of traditional Jaguar panache, and both were weighted with fuel economy and performance no better than ordinary front-wheel-drive, mid-size family sedans.
The novelty of the "X" and "S" wore off. Both were discontinued by the 2008 model year, when Ford, in search of cash, sold Jaguar to the Tata Group, a multinational conglomerate based in Mumbai.
With the rear-wheel-drive XF Premium, Jaguar's designers once again are trying to please the gods of fuel economy without offending those reigning over beauty, power and speed. But it appears that the gods must be crazy.