How to make or break a Brit: Jaguar must beat BMW or go belly up

jaguar puts the company on line with new bmw beating sedan c x16
If the next generation of Jaguar's doesn't do well, it might be the last.

Jaguar is making a herculean push to compete with the Germans for the luxury market, and – as it turns out – to survive. 

We have already reported on Jaguar Land Rover’s plan to release four new models in the next five years, but the most important of these, the compact sedan known as the X760 and C-X16, is coming in 2015.

In an interview with Autocar, Jaguar Global Brand Director Adrian Hallmark said that it was critical that Jag “build the most advanced, most efficient, most refined car in that segment. Not almost as good as, but better than the best in the world.”

This isn’t just a matter of marketing speak either, because, according to a recently released report by Bernstein Research, an unnamed Jaguar Land Rover executive admitted being the best is “the only choice as Jaguar is not viable at 60,000 units [per year]. If the X760 fails, it will be probably be the end for the brand.” 

This makes the X760 and its following variants a truly titanic moment – pun intended – for the future of British sports cars.

Fortunately all of the new Jag models – but especially the X760 – look promising. Built on the all-aluminum Premium Lightweight Architecture shared with Range Rover, the entry-level Jag promises to be light on its feet and aggressive through the corners.

Jag is also placing a renewed emphasis in technology, with hybrid drivetrains being optional on all of its forthcoming models. This promises solid efficiency and environmentalism, which could possibly be a standout quality against its luxury compact’s competition.

Hallmark also said that the new X760 will “be filled with the highest technology that anyone has ever brought to that segment.” Without specifics being released, it’s hard to say what that might be, but I am hoping for lasers and holograms.

They might just need those things because competition in the luxury market is incredibly fierce. The compact segment that Jag’s X760 is shooting for is currently dominated by the German ‘big three’: BMW, Audi, and Mercedes.

The BMW 3 Series, the Mercedes C-Class, and the Audi A4 currently make up 1.15-million of the 1.3-million small luxury cars annually sold. Jaguar, Cadillac, Acura, Lexus, Infiniti and a few others currently battle for the remaining 150,000 vehicles in the segment.

Jaguar’s cause for optimism comes not just from the potential quality of its new car but from brand recognition and the possibility that it may capture more sales as the market expands, especially in China.

Jag will also be able to capture additional profit by selling models based on the same platform. The new Range Rover Evoque XL will share the same platform and all-aluminum architecture as the X760. This may offer a crucial boost in sales volume and prestige in the rapidly expanding luxury CUV segment – even if any kind of Range Rover on a car platform is heresy.

Wagon and coupe variants of the X760 are also scheduled to appear before 2018, giving Jag every opportunity to claw back sales from the Germans.

The stakes are high in this latest Battle of Britain, with the fate of one of the most iconic automotive brands at issue. However, Jaguar is giving itself a fighting chance with what they hope will be a latter-day Spitfire.  

Product Review

With outstanding image quality, the ‘basic’ Sony A7 III excels in every way

Replacing the four-year-old A7 II as the new entry-level model in Sony's full-frame line, the A7 III is an impressively capable camera that gives more expensive models a run for their money.
Cars

Land Rover shows its artsy side by previewing the 2020 Range Rover Evoque

Land Rover made life-sized wire sculptures to preview the 2020 Range Rover Evoque. The all-new SUV will make its debut during a private event held in London on November 22, and deliveries will begin in 2019.
Photography

Full frame or 4K for less than $1K? These 4 older cameras still have a lot to offer

Looking for a great camera deal? Sometimes, you might be better off buying one that's a few years -- last generation's professional models may not cost much more than today's entry-level models.
Cars

Jaguar’s rally-ready F-Type roadster is happiest off the pavement

Jaguar is celebrating the XK120's 70th birthday by turning the F-Type roadster into a rally warrior. Built to FIA specifications, the model receives suspension and braking upgrades plus a full roll cage to protect the occupants.
Cars

Our favorite fuel-efficient cars are as frugal as they are fun

You don't need to opt for a hybrid or an all-electric ride in order to achieve good fuel economy. These vehicles pack both performance and style, whether you're in the market for a luxury sedan or a game-changing pickup truck.
Cars

Out of juice? Learn how to jump-start a car with this quick guide

Jumping a car is a simple procedure, but not everyone knows how to properly do so. To make things easier, we've put together a quick-hit guide on how to fire up your vehicle using jumper cables and a second power source.
Cars

Many adults believe fully self-driving cars are already traversing U.S. highways

The American Automobile Association tested cars with features such as lane-keeping and adaptive cruise control and found them lacking in real-world conditions. Forty percent of surveyed U.S. adults think self-driving cars exist now.
Cars

Born to run (forever): The most reliable cars you can buy right now

We all dread the thought of our car turning into a money pit, but choosing a dependable vehicle from the start can help us rack up countless care-free miles. Here, we've rounded up some of the most reliable cars available.
Cars

Prep your car for the coming snow and sleet with these cold weather tips

Driving in the winter, whether downtown or across the country, is rarely easy. Luckily, we've put together a quick rundown of a few things you should do to winterize your car before the snow officially hits.
Digital Trends Live

DT Daily: Waymo’s driverless cars, ‘Fallout 76’ tips, and Racella

In today's episode of DT Daily, we discuss Waymo's foray into the ridesharing sector, along with various tips for making the most of the recently launched Fallout 76. We also sit down with singer Racella to chat about her new EP, Waves.
Cars

Want to keep connected on the road? Here are 5 ways to add Bluetooth to your car

The best way to make an old ride feel young again is to bring it up speed with the 21st century. Here's how to properly add Bluetooth to your vehicle, via independent kits, vehicle adapters, or aftermarket head units.
Cars

Jeep’s outdoorsy Gladiator pickup truck bares it all ahead of schedule

Jeep will introduce the long-promised Wrangler-based pickup truck at the 2018 Los Angeles Auto Show. Named Gladiator, the model was designed to conquer the great outdoors, not for the construction site.
Cars

The hamster-friendly 2020 Kia Soul will rock out at the Los Angeles Auto Show

Kia has released a teaser image to preview the next Soul. Scheduled to make its debut at the 2018 Los Angeles Auto Show, the 2020 Soul will keep the outgoing model's boxy proportions but it will wear a sharper design.
Cars

2020 Toyota Corolla sedan aims to offer sharper handling, better tech

The 2020 Toyota Corolla sedan gets the same upgrades as the recently-introduced Corolla hatchback, including a firmer foundation, new engine, and more tech features. Will that be enough to keep the long-lived Corolla nameplate relevant?