Jaguar may be back. My friend Jim is skeptical as always, but he wasn’t there at the 2013 Chicago Auto Show kickoff breakfast with me, where Jaguar LandRover President NA Andy Goss was keynote speaker. And the soon to be iconic Jaguar F Type was unveiled.
The F Type follows a tradition of Jags that has seen some rocky times. Sold off to Ford some years ago, the once prestigious British Brand was losing credibility fast.
Forward to 2008 when multinational TaTa purchases the Jaguar and LandRover brands from a Ford who itself was in serious trouble.
“Who the heck is TaTa?”says my friend Jim.
It turns out TaTa is one of the largest corporations on the planet with interests in manufacturing, mining, intermodal fleets, and on and on. TaTa, led by CEO Chandrasekaran, has vision and deep pockets.
N Chandrasekaran, MD and CEO of Tata Consultancy Services (TCS), believes the company he helms has to stay “rigorous, smart and sincere” to sustain its position as a world leader.
The vision for the Jaguar brand, explained President Andy Goss at the breakfast meeting, is nothing short of putting the Jaguar nameplate back on top of the luxury sportscar market. And this redesigned F Type is the “most important new car Jaguar has offered in decades” proclaims Goss.
The former head of Porsche in Britain, Goss says that this Jaguar “is the real deal”, a true sportscar again. And really really fun to drive.
I asked Andy what makes a car ‘fun 2 drive? How do you design fun into the car?
“Quick response. The car grips the road when you push its limits” says Andy.
That sounds like fun to me.
About Douglas Black
Douglas Black is a photojournalist and
green technologies analyst out of Chicago,
and is currently Managing Producer for
Earlier Douglas promoted greentech in Detroit as
Senior Marketing Strategist and Architect.
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