The term game changer is easily thrown around these days, and in the context of Jaguar, it has been used to describe the Jaguar F-Pace, the brand’s first foray into the crucial SUV market and its fastest-selling model yet.
Jaguar I-Pace eTrophy racing series to support Formula E
But this, the E-Pace, revealed at a rather elaborate event this evening, feels like it’s the sort of good-looking volume seller to work miracles. I’d take bets that F-Pace's fastest-selling title won't last long with the E-Pace around.
2018 Jaguar E-Pace officially revealed: release date, price and interior
It’s not a surprise that this is set to do well – after all, the compact SUV sector is where almost every mainstream car maker is laying its money, premium or otherwise.
But this E-Pace has a lot on its side – it’s genuinely original and good-looking in design. We all feared it would look just like a baby F-Pace (the Audi effect, I call it) but it doesn’t. It actually has a lot more in common with the Jaguar F-Type; and the coupe roofline and pretty spoiler almost instantly dates the F-Pace.
The Germans have the familiarity of the BMW X1 and Audi Q3 and Mercedes-Benz GLA on their side, but Jaguar has something more exciting – an all-new model which, at least in my opinion, wins on the looks front.
The interior is neat and technologically advanced – perhaps even to the extent that Jaguar has caught up with its German rivals. I still hear anecdotes of Jaguar quality not being up there with the ‘big three’. Maybe, but based on the E-Pace models I’ve seen, it’s a step-up from ageing Jags and a fair contender.
And there's the price. Admittedly, it could get pretty pricey - it wouldn't be impossible to hit £50,000 with a top-spec petrol plus options - but the starting point is a very commendable £28,500, which is almost exactly on a par with the BMW X1. That sort of relative affordability can draw new, younger people in - the demographic almost every car maker is aiming for.
Of course, versus its rivals, the numbers are small. Jaguar sold 148,730 cars in 2016, BMW sold 2.4m. But, when you consider that a third of all Jag sales were the F-Pace (45,973 units), then you start to have some idea how crucial the E-Pace will be to Jaguar’s future success. Chances are, in its first full year of sales, it will catapult the brand well beyond 200,000 sales per year mark. And if you factor in predictions of the global compact SUV market growing by a quarter between now and 2020, Jag (and most other brands) is on to a surefire winner.
Join the debate
Add your comment
I agree game changer is too
I agree game changer is too widely used and has been used before with the F pace. But in actual fact for Jaguar both the F pace and the E Pace are game changers because effectively they put Jaguar back in the game. The E Pace more so than the F pace. The F pace made Jaguar relevant again. The E Pace will greatly increase Jaguars sales and bring in a new generation of buyers who's next car might be an XE or an XF.
A gender neutral audience?
A gender neutral audience? What a collosal tw@t!
And just in case you're not
And just in case you're not actually aware of reality concinnity, JLR is not the car company but the parent group of Jaguar and Land Rover in the same vane as the VW Group, PSA, GM, FCA, Daimler etc. Jaguar Cars and Land Rover are two separate brands under JLR.