Inevitably there were various names knocking around for Jaguar’s smallest new car since the XK120 of 1954. Adrian Hallmark, the firm’s global brand director, said the long list ran to more than 30 options. The smart money seemed to be on XE, but in the end it was perhaps the most obvious choice – F-Type – which won out. The F-word comes with baggage, because using it immediately pitches the car as a successor to the iconic E-Type. When news of the name was announced at the New York Motor Show, I asked Hallmark about the pros and cons of the decision. He laughed, looked at his watch and replied: “How long have you got?”. He said it had been a carefully considered choice. “We carried out extensive research but F-Type appeals to both traditionalists and progressive fans. Everyone gets it, it needs no more explanation. Of all the names considered it had by far the most resonance, but the car will become its own character in time.”As a rival to the Porsche 911 and Mercedes SL, the debut of the convertible next year and a coupe soon after is just what Jaguar needs.
No comments:
Post a Comment