With the XF Sports Sedan, the Jaguar is back!

How many people know the history of Jaguar? Enthusiasts have done their homework, but I remember my partner and I looking at a used XJ a few years ago and he said to me, “Those are old people’s cars.” An enthusiast myself, I had a different perspective. I saw the lineage and the heritage of the great sports cars like the XK120 and XKE. If you aren’t familiar with them, they are worth a Google.

That said, the XJ in today’s world represents the top-of-the-line Jaguar sedan (or saloon if you want that British flare). The reintroduction of the S-Type in ’99 brought to consumers interested in stepping into the luxury brand a more affordable entry through a mid-size sedan. The S-Type represented a change in Jaguar during the Ford ownership period – a period that would lift the perception of the Jaguar brand through the late ‘90s and into the ’00s. The cars were more reliable and backed by a company that invented the assembly line, which gave Jaguar the ability to serve customers better than they had previously.

Then things changed, both in the economy and in the ownership. Those changes bred misconceptions and confusion, especially regarding the new ownership, Indian industrial giant Tata Motors. The confusion became clear at a recent Jaguar ALIVE event that showcased the current line-up of Jaguar cars, including the XF. There, a friend asked me, “Aren’t Jaguars made in China now?”

The answer is no, Jaguars are still designed and built in Coventry, England. This is the reason many consumers are being invited to these ALIVE events. Jaguar wants to reconnect with consumers and show that their vehicles have changed and that the brand has been rejuvenated. They want consumers to take that leap of faith to look again at Jaguar.

The foundation of this change in Jaguar – to address the perception that this is an “old person’s car” – is the Jaguar XF. Introduced for the 2008 model year as a replacement for the S-Type, the XF underwent its first refresh in 2011. The 2012 Jaguar XF Portfolio goes further. It has an aggressive front grille that gives a nod to the original XJ of 1968. The body has curves and a shape that make the XF look as though it is constantly in motion. During the Jaguar’s visit to the Out Front Garage, we got to experience firsthand the design, performance and quality of the XF.

The 2012 Jaguar XF Portfolio comes with the XF standard 5.0-Liter V8 that produces 385-hp. For many, that is just a number. What you need to know is how that influences the feeling of the XF. You will notice the leather appointed interior, the coupe-styled four-door design, high center console and touches of high-tech that are hard to find in any other sedan starting at $59K. When you press the start button, the XF produces a growl. This isn’t just a luxury car; it is a luxury sports car. Driving it evokes its namesake: powerful, agile and quick.

The well-equipped Portfolio comes in at $67K and offers a touchscreen entertainment system, automatic opening vents for climate control, sports leather seats with electric adjustable bolsters and the renowned Bowers & Wilkins 1200 watt sound system. On the outside, the Sport Pack offers the aerodynamics package for a more aggressive look and 19-inch wheels. No matter where we parked the 2012 Jaguar XF, it attracted the attention of young men and women.

The Jaguar was always a unique and exclusive car. That hasn’t changed; Jaguar is still a low volume automaker. If you are willing to take a leap of faith, the car will reward you with an opportunity to change your perception of an auto marque that built its legacy fighting on the legendary tracks of Le Mans and setting the fastest production car records throughout the ‘50s. You might just welcome the return of the exclusivity of driving a Jaguar.