Jaguar’s BMW 3-series rival must be “extraordinary” if it is to have any chance of sales success, according to Jaguar Land Rover CEO Ralf Speth.
Test mules for the junior saloon have already been spied testing and the car is expected to go on sale in 2015.
“If we do such a car, it is clear that our rivals have incredible design, incredible cars to drive and incredible strength,” said Speth. “We must create something that can rival that, which means our product must be extraordinary, but I also want our cars to deliver a human quality that sets them apart. Jaguar’s strength is its people, and our products must reflect that.”
Jaguar boss Adrian Hallmark added that the key attributes of the 3-series rival must be that it is better to drive, feature more advanced technology and have a more alluring design than any of its rivals.
Although he acknowledged that the likes of the 3-series, Audi A4 and Mercedes-Benz C-class represent formidable opposition, and that their makers can fall back on larger economies of scale to drive costs down, he denied that the compact executive saloon market was unconquerable.