All new 2010 Jaguar XJ Launch Gala

Not too many months ago I was out on a not so early night out with some buddies, a sleek white Jaguar XJ pulled out of a junction, and then wafted away as if it was carried on a magic carpet, glistening under the orange street lamps ever so elegantly in a way that only a Jaguar can pull it off. I wowed at the XJ, and then the rest of the guys in the car laughed at me saying that the fact that I find a Jaguar XJ appealing is another sign that I am getting old. That has always been the problem of Jaguars isn't it? Yes we have the fabulous modern looking XF sedan and XK coupe, but in the minds of the public Jaguar is still a car for old farts. I don't think I find Jags appealing because I am old, at least that's what I like to think. You see, I like to think of myself as a nice guy. I don't like barreling down the road bullying others in my angry looking car that screams "get out of my way I am more important than you." Thus I always feel very detached, very "not myself" when I am in a luxo-barge German limousine that is as imposing as a sea cruise liner on the road! I don't fancy Baroque-like heavy and imposing looking cars. I like things to be harmonious and blends in. But obviously I don't make enough money to be chauffeured in a German limousine. And those that do, want to shout their status, ego and impose their presence, which also explains the way these luxo-barges are designed.

So when celebrity car-designer Ian Callum took over the responsibility to redesign the new XJ, he made it very clear that Jaguar needs stop looking too much into its glorious past and make a car that is fitting for a 21st century Jaguar. I was afraid that he will make the XJ into another one of those luxo-barges.



So when the new XJ was finally unveiled on July-9 in a glitzy gala event, I wasn't quite sure how to react to the new XJ when I first saw it. The overall silhoutte and glass area has hints of an Audi A6 and Citroen C6 to it, which is not exactly a bad thing. Jaguars XJ are always known for a characteristically thin C pillar. The snout grille looks a bit odd at first but I do understand that this is partly due to crash safety regulation compliance. Every other new car from a small Peugeot hatchback to the "smiley face" Mazda 3 to Audi models have grown a monstrous whale like grille. What I am surprised to see most is that Ian Callum managed to avoid the "Bangle-butt / duck-tailed boot lid that sticks out from almost every modern large sedan (it's unavoidable - need to reduce aerodynamic drag by having a higher tail but yet to maintain overall proportion and maintain a low trunk height for easy luggage loading).

It's not exactly a design that will immediately win new fans. In fact I think Ian Callum made it that way on purpose. All new innovations are meant to push boundaries of acceptance, and change is not easily accepted by all. Just look at Chris Bangle era BMW models. When it first came out - purists moaned and started angry petitions. 5 years on everybody wants to follow it, even the Honda Accord carry very strong traces of the E60 5er's influence. And BMW's sales actually increased with these "ugly" cars. It is better to have a controversial design that polarises opinion and generates market buzz rather than one that is safe and is ignored by everybody. The keyword here is polarize - which means there has to be two camps. Just don't do what Ssangyong did with their Stavic and Actyon models, that's not polarizing, that just simply scares everyone away.

The earlier conservative Geoff Lawson era designed Jaguar cars played too safe, carrying over the decades old XJ6 lines, and as mentioned above, we have seen the effect of playing too safe in a luxury segment. Playing safe and appealing to the mainstream is the way to go if you are making a Corolla - something that has to appeal to a very wide range of people. But this is an XJ, it has to make people slightly uneasy with its presence, in the same way that you are never quite comfortable if Her Majesty the Queen of England is in the same room as you.

Previous generation XJ. Unlike most people, I actually quite like it.

Though the new XJ does not tick my feelings immediately, I have a strong feeling that this is one of those cars that I will grow to like eventually, and that will look a lot better in real sheet metal than on pictures. The new XJ was launched in a star studded event in UK, at the Saatchi Gallery in Chelsea, London. The glitzy hosted by American comedian, car nut and Jaguar fan Jay Leno. Supermodel Elle MacPherson was also there to unveil the car. Below are pictures of the new XJ launch gala. Watch the launch gala video here.




Elle MacPherson and Jay Leno


Elle MacPherson again.


L-R : Jaguar Design director Ian Callum, American talk show host Jay Leno, Jaguar Managing Director Mike O'driscoll.


David Hasselhoff

No idea who are they.




Ian Callum was most famous for his work on the Aston Martin DB7 and Vanquish. He was also said the lay down the foundation for the DB9, which was then finished by his successor Henrik Fisker when he left Aston Martin for Jaguar. The first Jaguar to be completely designed under his direction was the XK coupe, followed by the XF, which left the world in awe. A little known fact is that his brother Moray Callum was responsible for the Mazda MX-5, first generation Mazda 3, 5 and 6. All of which were very beautiful cars which turned around Mazda's reputation. Morray has since return to parent company Ford (Mazda is now independent) and was been succeeded by Laurens van den Acker. Car design genius runs in the Callum family.











The geeks can find the vehicle spec sheets here.