A wary toe. That’s how the introductory line suggests Jaguar is entering the SUV arena, and the reasoning is sound enough: were Jaguar more confident it could sell an SUV, it would have tried it years ago.
There are reasons why it hasn’t, of course. This is a company that – although written large on the radar of UK car buyers and enthusiasts – is a minnow alongside the German firms that its cars rival. Their products sell by the hundreds of thousands and contribute to sales of more than a million a year for each company. Jaguar sells fewer than 100,000 cars a year in total. Or has, until now.
The F-Pace is the car that’s meant to change that. It’s a car that puts the future of Jaguar estates under threat but it’s also one that, frankly, no executive car maker can be without – even one that has a separate arm dealing entirely in executive SUVs.
There’s an argument that this is one of the reasons for Jaguar’s SUV tardiness. Will a Jaguar 4x4 nick sales from a Range Rover 4x4? It’s a possibility but, as the VW Group does with Volkswagen and Audi (and Skoda and Seat too), it’s a chance you take. And seemingly those at JLR have viewed the risk in the same vein, with the smaller E-Pace joining the range to take the fight to the BMW X1 and Audi Q3, and an electric-powered i-Pace to rival electric SUVs like Tesla's Model X.
At least you get the profit either way, rather than somebody else. And the F-Pace’s ethos is wilfully different, on paper and in the drives we’ve had so far, from anything else that rolls out of a Jaguar Land Rover facility. It’s a Jaguar, which means it’s a sporting SUV, we’re told – as much as one is possible.