Jaguar’s F-PACE crossover to challenge established premium SUVs image

In a spectacular departure from the usual strategy of the 80-year-old British brand, now under India’s Tata Motors patronage – Jaguar has announced its intentions to market the F-PACE off-roader in 2016.

This is a move that simply mirrors the popularity of the luxury sports utility segment, with sacred brands such as Bentley, Lamborghini or Rolls-Royce entering or mulling a model in the sector. But one has to wonder what the oddly-named F-PACE will bring to the table that can’t be offered by the utterly extensive range of the Land Rover sister company. But it seems that the popularity of the segment with women and family buyers has overcome any cannibalization threat – even though Land Rover has been building luxury SUVs for years under the Range Rover sub-brand that features no less than three models today.

Ian Callum, Jaguar’s director of design said “the F-PACE is our family sports car,” when the automaker made the announcement of the future model’s introduction in 2016. At the event held during the 2015 edition of the North American International Auto Show in Detroit, the British group also announced that Range Rover will have two diesel-powered versions in North America in 2016 as the new engines could bring fuel savings of up to 30 percent compared with gasoline-powered siblings. The expansion showcases the success of the automaker, reshaped since 2008 from a loss-making unit to the major profit producer at Tata Motors. The lucrative market of the luxury auto segment has numerous brand taking on the mighty German trio – BMW, Audi, Mercedes-Benz – as the global situation remains favorable for the segment.

Via Reuters