Jaguar Wagons Are Doomed Because Even Europeans Don’t Buy Them

Waiting for a follow-up to the Jaguar XF Sportbrake? It’s probably best if you warmed up to the F-Pace crossover instead.

When I spoke to Jaguar exterior designer Adam Hatton last year, I told him how Americans were being robbed by not getting the beautiful Jaguar XF Sportbrake as we stood in one of the luxury wagon enclaves of California.

But apparently the solution is to now deprive the rest of the world of Jaguar wagons, too, so sorry about that. That news, anyway, is according to Autonews Europe, where chief of Jaguar design Ian Callum says the wagon is out at Jaguar due to falling demand.

Callum said Germany is the biggest market for luxury wagons – with Audi, BMW and Mercedes all in that space and Porsche soon to enter – so Jaguar stood little chance of making significant inroads. Crossovers of all kinds, however, have shown to be accepted not just in Europe but around the world. And for a smaller company like Jaguar, it’s hard to argue with that.

It’s also important to note Jaguar is becoming a crossover company, as the luxury market shifts towards those vehicles. The F-Pace is just being launched and it’s a badly kept secret the company will launch at least one other crossover to complement its sedans.

Jaguar never had a long tradition of making wagons, their first official one being the ignored X-Type Wagon of the mid-2000s, with the XF Sportbrake appearing in 2012. Still, it now makes the breathtaking Volvo V90 the only real alternative to the Germans in this market.

Sorry, my begging didn’t help.


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