2008 Jaguar Super V8
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2008 Scion xD
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A pair of totally dissimilar cars came our way that you may find interesting.
A sexy 2009 Jaguar XJ Super VS, sedan, competing in the $100,000 sector with top Mercedes, BMWs, Audis and others is arguably the most genteel choice. There’s no intimidating electronic control center to annoy a pre-computer-age person. BMW is the biggest annoyer that way, and the Audi and Mercedes get along with less intimidating devices.
The 400 horsepower V8, big tires and high performance transmission make the Jaguar fully competitive with the Germans in performance. You might be surprised to find out that for years now Jag has been at the pinnacle in quality and customer satisfaction, matching and often outscoring the competition.
The transformation of Jaguar from the flawed beauty of 30 and 40 years ago, to absolute reliability, occurred after Ford laid out several billion dollars to buy Jag in the late 80s.
It was easy to figure out what was wrong with Jaguar – the component quality and slipshod factory methods resulted in Jags that spent a lot of time in the dealer repair shop. Not so good at a time when Lexus, with their “Relentless Pursuit of Perfection” was delivering on their promise.
So Ford set out to fix Jaguar in the only way they knew how – improving the manufacturing quality and holding focus groups to ask people what they wanted in their cars. It was the same method that had driven their other luxury brand, Lincoln, into the ground.
The trouble is, people don’t know what they want, other than more room, no defects, and lower ownership cost. They have no idea what will “light their fire”. That’s what car designers are supposed to do.
But, for Jaguar, the designers and product planners listened to the focus groups. They made rear seats more spacious, luggage compartments larger. Unfortunately, the lean, lithe lines that always caused people to lust for Jags disappeared. Jaguar sedans got fat. They were more reliable, but to sex-up the fat, the designers laid on some heavy touches; grille, heavy chrome accents, to be sure you knew you were looking at an important car. To see the opposite approach, look at any Audi.
So it didn’t work out for Ford and Jaguar, and the new owners (not announced at press time) have a chance to fix it.
In spite of all this, that Jaguar Super V8 is a fine, exciting, nice car to drive, and sort-of-a-bargain in its field. So, if you’re less harsh in your aesthetic judgment than I am, have a go. You’ll love that supercharged whine as you accelerate at near-Ferrari velocity!
A Bigger Puzzle
The hot new market is for premium small cars—those lifestyle products like Mini-Cooper and the Smart car, or the Honda element, that will supposedly attract young “lifestyle” buyers. The Mini-Cooper did it; every month over 3000 Americans pay a hefty premium price for one of these little charmers. I drove one of the first examples for three and a half years, 2002-2005, and I’d buy another in a heartbeat.
Toyota followed with their new sub brand Scion, with three models including that severe, but curiously stylish, box-styled xB. Big success. Sales four times the Mini. Bulletproof reliability. Kids bought them, but so did a lot of non-kids, for the cars virtues such as a low price, mini-mini van versatility, and that Toyota reliability. Because although Scion was a new brand, it’s always been sold in Toyota showrooms.
Just introduced is the new Scion xD, a little larger, more powerful, even better finished inside, and a great drive. It’s small in overall dimensions, but big enough to have lots of interior room. Rides good, drives fine in city and freeway. It’s tall for comfort, short for easy parking.
But what in the world were the designers thinking? This may be the most undistinguished shape in the car world today. My test car was a handsome dark gray, but look at the photo—where’s the pretty part?
I thought it might be a good car for a guy with a mistress. When you parked at her house, no one would notice.
I doubt that was Toyota’s design objective and I don’t think they used a focus group, either.
Maybe they are trying to revive the spirit of the VW Beetle. When I drove the Scion, I liked it a lot. I could happily drive it every day. That old VW, while not very pretty, made me feel the same way.
Why Buy the Cow When the Milk is So Cheap?
Most exciting cars, like Ferraris, Maseratis, Lotuses, classic Jaguars, and the like, don’t get driven much. Just look how many two or three year old cars are for sale with only 5,000-10,000 miles. Lots of depreciation for a few wonderful weekends. These cars are for recreation, and now there’s a way to approach them in an economically rational way.
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For the last four years, Club Sportiva, on Harrison Street in San Francisco, has been offering club memberships that allow limited use of their fleet of exotic and collector cars. They are one of a number of similar clubs sprouting around the world that all address the same problem. You want to experience one, or likely more than one, of these cars. They cost a lot, and they don’t pretend to be everyday cars, so the time-share makes sense.
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Club Sportiva
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Torbin Fuller, who started Club Sportiva five years ago, has, by now, learned many of the lessons of a pioneering-concept startup. The fact that he’s still around, and prospering, suggests that a membership in his club is a good investment. If this sounds like it’s for you, call him for a brochure (415/978-9900).
