C O V E R     S T O R Y

Jaguar—there’s something very mystical about the brand that puts it a cut above the BMW and Mercedes-Benz crowd.  The reason for this could range anywhere from its long heritage in making automobiles, or its very distinctive design.  Nonetheless, before Ford took over the company in the 1990s, the marque was losing ground very fast, perhaps maybe because buyers wanted something more than the stodgy British-luxury image. 

It was during the 90s that archrivals BMW and Mercedes-Benz began to focus more on solidity and performance rather than relying on brand shine alone.  If Jaguar was to gain ground, it had to match these qualities that younger corporate executives and CEOs were looking for.  Indeed, the Ford takeover looked promising for Jaguar: their XJs enjoyed better quality, while the XKs gave the company a more diverse line.  However, this wasn’t enough for Uncle Henry.  They wanted more—enter the Jaguar S-Type. 

Poised to take the mid-sized sedan segment by storm, the S-Type offered a great alternative to the understated German automobiles that dominated the market.  The design of the S-Type is clearly British, borrowing lines from the Jaguar MkII, but at the same time it looks completely modern.  This makes the S-Type a synergy of two completely different elements: sport and luxury.

Taking a head-on view of the S-Type reveals some amazing detail elements of the car.  Although a short glance at the car would probably make you say ‘Mercedes-Benz E-class’ more than anything else, the Jag’s beauty is never seen through a single piece of lens or chrome strip, rather it has to be appreciated as a cohesive whole—and the S-Type does a great job at giving an upscale, sporty look.  The front bumpers for instance contain these short creases that continues to the side and rear of the car, and more than anything this produces a more racy look. At the same time, the design elements are contrasted with curving bulges on everything from the hood to the trademark MkII grille to the cleverly hidden front brake ducts.  

The MkII grille design is a big break in terms of design for Jaguar as a whole.  In fact, in the coming line-ups the S-Type will be the only one to carry this trademark shape and therefore retain a sort of distinctiveness, something that isn’t true with the likes of the Mercedes-Benz, BMW and Audi lines. 

Looking at the car from the side reveals a royal look for the S-Type.  When the Germans tried to make their cars look sleekly and modern, British designers decided to give their executive car challenger a more elegant stance—sporty, classic elegance if I had to be specific.  The swooping roofline and curving crease on the side give the Jag a teardrop shape that’s reminiscent of classic Formula One cars. These design touches seem to outscore the thin C-pillar that removes some of the muscularity of the car.

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