In an interview with Automotive News
, Jaguar's global brand director, Adrian Hallmark, lets known that the UK based company is currently considering bringing a small sedan to market. This new sedan would slot in under the Jaguar XF and compete directly against the F30 3-series or the Audi A4/A5.
The last time Jaguar introduced a smaller sedan with lower pricing to take on the 3-series was with the Ford Mondeo based X-type, which had little success in the competitive compact sports sedan segment.
But, Jaguar may be ready to try again, citing the need for different and lower priced models. "We need to play in that world," Hallmark said. Jaguar needs a small sports car for image and a sedan for volume, he said. "We have to do both. Whether we do one, two or three body styles, we can still decide. But we have to be in the lower price."
And this time Hallmark claims that Jaguar will not make the same mistakes which doomed the X-type. "We don't want to be fighting it out in the fleet business with little engines and small wheels and discounted 25 percent," he said. "If we go into the smaller car market," he said, "we want to build elegant cars with great technology that give a sense of occasion and position us above that competition -- where Jaguar should be."
According to Hallmark, the introduction of a small Jaguar sports sedan won't occur for at least 4 years, which will pit the Jaguar sports sedan squarely against the next generation F30 3-series sedan which launches next year.