Jaguar XE aims to erase shameful memory of X-Type flop image

The British premium brand has just returned to the segment where BMW 3 Series, Audi A4 and Mercedes C-Class dominate sales. And the XE is mulling a spectacular evolution that would help everyone forget about its predecessor, the X-Type.

The segment is key to big profits in the luxury class – it’s not entry-level but can be positioned as the most affordable value-for money from a classy British automaker. But for that, the aluminum intensive XE sedan first needs to erase a page of history: the 2001-2009 Ford Mondeo-based X-Type.

Executives at the automaker – which enjoys a great sales run in recent years – say the past mistakes have been learned by hard, with Jaguar Land Rover CEO Ralf Speth also stressing the XE is “incredibly important” to the carmaker.

The new model starts at 27,000 British pounds (34,000 euros) and comes equipped from the start with a 2.0-liter diesel engine – the XE would be Jaguar’s smallest, most-efficient and affordable model in the lineup when the car hits European dealer lots in early 2015.

While the X-Type launched in 2001 and axed in 2009 without a successor until now flopped from the start, the XE should be a different history today, becoming alluring enough to bring younger buyers and more women to the brand.

Via Automotive News Europe