Jaguar Head Discusses What It Will Take to Beat 3 Series

JaguarJaguarUnited Kingdom, 1922 > present53 models
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brand director Adrian Hallmark says that the brand needs a strong strategy to take on the BMW 3 SeriesBMW BMW 3 Series Gen.6 [F30/F31]Germany, 2012 > present115 versions
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. He did not go so far to say that Jaguar is officially working on a 3 Series competitor, but he certainly made it seem like it is seriously looking into it.

What makes the new car possible for the relatively small Jaguar is that it is working on its modular, aluminum platform called the Premium Lightweight Architecture to underpin future models of the XFJaguar XF Gen.1United Kingdom, 2007 > 201570 versions
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and XJJaguar XJ Gen.4United Kingdom, 2010 > present59 versions
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. It is also working on a new family of turbocharged four-cylinder engines. It will mean that models will be able to share up to 90% of components across its models. The new platform is already available on the latest Range RoverLand Rover Range Rover (modern) Gen.3 [L405]United Kingdom, 2012 > present13 versions
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. 

“The 3-series is an easy simile for where we could go, but it’s not the only gig in town. All the cars are good in that segment. All have the blend of performance and efficiency, as well as very sophisticated equipment," said Hallmark. 

Hallmark admits that this will be a long process, and Jaguar's compact premium car will not lead the market immediately. 

“Trying to find a gap to exploit is a real challenge. Nobody is waiting for another competitor to enter a segment. For us to enter… we have to have a winning proposition. It has to have a twist, something relevant to the consumer. But the Jaguar brand should define everything," said Hallmark. 

The modular structure makes development of new variants of a car significantly cheaper. Jaguar could conceivably build sedan, coupe and estate versions of the car, and the only extra cost would be creating the bodies. 

Hallmark stressed that it will leave crossovers and SUVs to its siblings at Land RoverLand RoverUnited Kingdom, 1978 > present15 models
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. 

“A Jaguar needs to work as a Jaguar, with a set of components to match our mold. Jaguars have a rational, pragmatic set of values. They are styled a bit differently but need to be conventional enough to be usable," said Ian Callum, Jaguar design chief. 

Source: Autocar