This is the man who finally got Jaguar design right, after it had languised for years, unable to break away from a slavish devotion to a classic sixties look that just didn’t work in a modern context. Ian Callum is an astonishingly talented man, with stints at Aston Martin and Ford behind him, he swept away the retro look at Jaguar and ushered in a clean, modern style, beginning with the XK and XF and onto the sometimes controversial XJ. But was that binning of retro the key to Jaguar’s recent renaissance?
“Well, it depends what you mean by retro. I think if it means deliberately copying the past in order to try and capture something from that past, it’s the wrong thing to do. I’m afraid Jaguar had fallen into that trap, a little bit. Not overtly, or even consciously, but just by not moving on quickly enough. From my point of view, it didn’t work very well."
The 2008 XF was the final nail in the coffin that Callum had prepared for Jaguar’s dark days of producing photocopies of the 1968 XJ. Out wen the sixties, in came the 21st century with a car of near perfect proportions and gorgeous detailing. Even without the retro style of the old XJ and S-Type, there was no mistaking the XF for anything other than a Jaguar. But now Callum has another tough assignment on his hands. Styling never stands still and Jaguar has to move on again. Where now?
“I’m going through that very issue at the moment, with the design team, how we go about moving on, having established the foundations. I think the key to this is not copying the past, but what we’ve tried to do with the current lineup of cars is understand the values of what Jaguar stood for in the fifties and sixties, and that’s certainly when I admired them the most, and pin down these values about modernity, about beauty of line, about purity of surface. We’ll continue with those same values; we haven’t changed those, but very much in a 21st century way. I think that this is where we wanted to get to with XF and XJ.
“Where we go to now is probably a continuation of that, we’ve made a big leap into the future, we’re now in the right place, and I think the challenge is now to move on from that in a very positive and hopefully very successful way. It’s very difficult to know how much further to take it. As a designer I perhaps always want to take it a little further than other people feel comfortable with. But we need to find that balance.”
A big move, recently, was the launch of the high performance XKR-S model, which delved into Porsche 911 GT3 territory, with an in-your-face bodykit and aerodynamic performance given preference over Jag’s traditonal GT comfort.
“I have to admit that that car is quite aggressive, although I like to use the word ‘assertive’ more. That car is overt, because it has been designed in the wind tunnel, all these appendages you see are there for a very good reason. It’s to keep the car on the road at 300kmh. Therefore they have a function and so I’m very comfortable with they way they’ve evolved. We wouldn’t do that on a less powerful car, but you’ll certainly see our cars becoming more assertive, and the simple reason for that is that the visual geography out there in the car world is very aggressive. If you go to America, people out there drive around in great big pickups and you need your cars to have a presence on the road and I think the idea of the cars becoming more subdued and a little more gentle in their attitude and their presence are probably over.”
Certainly, Callum’s latest creation, the F-Type, as fully revealed this week at the Paris Motor Show, follows these cues. Classically Jaguar proportions (long bonnet, short rear) but with aggressive (sorry, assertive) details like the deep side vents and the gaping grille. It’s a looker, that’s for sure.
“Even if a car is fairly ordinary, they need to shout a bit louder these days, and Jaguars certainly will be shouting.”
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