JLR defiance as market toughens
/In the face of black clouds … is one brand channelling the Black Knight?
updated f-type will be at forefront of JLR’s local effort this year.
PRODUCTION lines halted, factories closed, new models delayed, registrations at the lowest since … well, forever in some countries.
Certainly, it seems fair to suggest the global coronavirus crisis has caused no small amount of pain to the car industry and probability of more discomfort ahead seems unavoidable.
The New Zealand forecast of 2020 delivering around 40-45 percent fewer new car sales compared with 2019’s national tally is actually optimistic compared with others being expressed elsewhere around the world.
In face of all this, what brand would dare demonstrate a degree of stiff upper lip against-whatever-odds’ defiance?
Step forward SVO, the performance division of Jaguar Land Rover.
Primarily taking this moment to celebrate how well it is done in the past 12 months – both globally and in New Zealand – it is also expressing a touch of confidence about the future being … well, if not outright bright, then perhaps ‘less bleak.
Admittedly, even that level of quiet confidence will jar with how others see it.
And, assuredly, there’s still so much uncertainty about the market condition that what might for now seem to be a reflection of the spirit that kept Britain chipper after Dunkirk might yet equate to the outright nutsy ballsiness of the famous Black Knight of Monty Python and the Holy Grail movie fame who, you might recall, was so staunch in his refusal to give up that, even when reduced to a limbless torso, he wanted to fight on claiming those injuries were but a flesh wound.
Still, SVO having achieved record worldwide sales for the most recent fiscal year reminds that the Brit battler is making good gains in a sector where Mercedes-AMG and BMW’s M Division in particular have long held the high ground.
That success has been particularly felt on New Zealand soil, where the Kiwi pick of the very fast, very powerful, very loud and quite expensive versions of Jaguar Land Rover road cars and sports utilities has been a model that has impacted significantly everywhere, the F-Pace SVR.
Jaguar NZ general manager Steve Kenchington can be rightly proud that the $157,900 supercharged V8 flagship has nabbed 35 percent of local F-Pace volume, a rate that puts up well above the global average.
Of course, as impressive as the local effort’s cited 175 percent year-on-year climb in volume sounds, it pays to bear in mind that the total count of SVO product sold here comes to a modest count.
That just 157 units across the Land Rover and Jaguar portfolios in total came from the SVO operation reminds how exclusive this option is. Also, how expensive.
roaring f-pace svr has been a stalwart in this market.
What imprint the hottest F-Pace can present in the future is less certain. The car’s 404kW/680Nm 5.0-litre eight-cylinder is set to soon be discontinued, with Jaguar switching to an alternate engine from BMW.
Perhaps what’s especially plucky, all the same, is brand sentiment that, once we put this coronavirus issue behind us, Kiwi enthusiasts will again be keen to rev up their buy-in these understandably expensive products.
According to a local spokesman: “The demand (for SVO) is such that when we enter a more normalised world post Covid-19, we will be keen to restart SV specific drive days for our customers.”
There’ll be a new hero to try on those occasions, in the form of the updated and extensively re-engineered F-Type.
Meantime, Kenchington reckons the strong sales in the New Zealand market reflect Kiwi’s love for SV products “and their more sophisticated buying habits when it comes to performance vehicles.”
“While the SV product range has assisted Jaguar Land Rover New Zealand’s total sales growth over the last 12 months, the introduction of new technologies in electrification have meant that we are also able to offer the likes of World Car of the Year Jaguar I-Pace.
“Being able to deliver such strong innovation in quite different parts of the market is a testament to the incredibly hard work and innovation that is taking place at our factories,.”
rang rover svr product has also resonated
The F-Pace aside, SVO has identified the Range Rover SVAutobiography as another particular winner that helped towards total sales of over 9500 cars.
But about that I-Pace. SVO ‘s overall boss, Michael van der Sande, has confirmed that his division is set to launch its first all-electric car within a few years.
However, in spite of SVO developing and running the I-Pace in the e-Tophy race series that supports Formula E, the battery crossover will not be the first electric car to receive an SVO makeover.
Speaking to Britain’s Auto Express magazine, van der Sande said: "We will be developing electrified versions of our cars, be that fully electrified or plug-in hybrids.
“I-Pace is not on that path, but there are various other things we are working on which we can’t talk about, but we’re very interested in electrification. That’s why we get involved in the eTrophy.
“The technology transfer, the learning applies to that car and other cars but we’re not planning an SVR I-Pace at the moment.”
Part of that reason could be because the I-Pace sits on its own unique all-electric platform that won’t be used for any other JLR product.
The new XJ luxury sedan, to be unveiled later this year, will be the first car to make use of JLR’s new MLA architecture that’s set to be used across the entire large Jaguar and Land Rover product line-up in the coming years.
SVO’s boss has suggested it makes more sense for his division to work on that platform, making an XJ SVR a possibility, with the high-performance technology then rolling on to other all-electric models.
Another all-electric, full-size Jaguar J-Pace SUV and an as-yet unnamed Land Rover crossover are also ikely to use the MLA electric car platform.
