In a league of its own

The Jaguar XJR is a car with classy looks and unique handling. It gives the motorist an immense sense of satisfaction, says Philip Shane.

In today's market where critics form the mass population, it makes business sense for a marketer to placate his target audience as best as he can by using all the tools at his disposal.

Modern marketing leaders have realised this and have also learnt that most critics don't wield the same power over people, as they once did. So, if a marketer looks after his consumers, giving them what they want, of course within reasonable limits, they will most likely remain loyal fans of the product.

That said, casual car lovers and general test reviewers can make it quite difficult for car companies to strategise when it comes to launching new car models. For instance, a premium car maker who has been targeting a niche group of people, could get misled by reviews and produce a version of the car that appeals to the masses. In the long run, that may cause the original fans to turn away because the newer version doesn't appeal to them anymore.

I mention this to underscore one thing: that one can't really please the entire market. So, if you remain loyal to your long-time fans, they're sure to continue being loyal to the product.

This is perhaps the only explanation for the success of the G-Wagen and the Beetle, to name just two brands. They strive to keep their customers happy and their customers, in turn have no reason to complain.

The XJR is a car that has always retained the identity of the XJ series in the past and is now doing so in a more modern way. I'm convinced that if a car can hold on to its identity and to its remarkable standards over the years, it's a real winner. Little wonder then that the Jag has such a huge following.

Passion is a constant here and technology is the variable. Most car companies fail to realise this all-important factor and go down the ever-changing path of technology with very little idea of who their target audience is.

The XJR is a great car to drive. It's also one of the most reasonably priced in its segment, as well. It costs Dh360,000, and that isn't too hefty these days for a car in this segment.

The Jag comes with a 4.2-litre V8 supercharged engine that delivers 395 PS @ 6,100 rpm and 541 Nm of torque @ 3,500 rpm. This engine will probably be replaced in the near future considering the new five-litre supercharged engines on the new XKR and XFR.

Handling is unique and has an overall classy feel to it. It hugs corners and curves really well and with just that element of self-restrained elegance that makes you feel in control.

The top speed is electronically limited to 250 km/h like most of the others in its league and comes with a 6-speed auto gearbox. It does a 0-100 km/h sprint in an acceptable 5.3 seconds. It has an 'R' type braking system which along with the wheels and skirting is different from the regular XJ.

Its touch-screen navigation, audio and climate control systems are quite easy to use. The audio controls are replicated on the armrest in the rear and the speakers are well placed to deliver a balanced sound.

On the whole, it's a great car both to drive and to be chauffeured in.

Another thing about this car is that its predecessors (and hopefully its successors) are all instantly recognisable. Most of the other brands in this segment, have pretty conventional looks and sometimes you really need to look at the badge to identify them. This doesn't happen with the XJR. Its road presence is simply unmistakable.

You could easily relate to them and if you're a passionate fan of it, you would easily forgive its sins, one of which might be a fractional difference in the sprint time compared to a rival.

Many of us love Jags for their old classy looks and that is something that has always been an integral part of the car's identity and heritage. The XJR hasn't deviated from that look, and hopefully it will retain it to an acceptable extent on its future models.

On the whole, this is a car that a true Jag fan would love to own and drive every day. It isn't really targeted for the entire market. It's in a tribe of its own.

Sure, a critic would find a lot of reasons not to get one of these. They might crib about its resale value or maintenance costs. But it's pretty obvious that these are not the issues that the fans focus on. They're in it for the long-run!