Production of X-Types could reach 100,000 vehicles according Ford CEO Jac Nasser

Jaguars may have been cheaper than Bentley and Rolls-Royce’s finest, but they certainly were not mass-market cars by any stretch of the imagination. So, however brilliant the reputation it was still a small company making cars for a small, but loyal following.

Here’s where I come in. I began working with Jaguar in Australia, as PR Manager, in 1977, after almost ten years as a freelance motoring journalist and editor of MODERN MOTOR magazine, soaking up all I could about brands, performance, sales and their reputations.

I always thought Jaguars were ‘pretty special’ and almost an ‘undiscovered gem’ and as I began to frame my PR messages and communications I focussed very strongly on the ‘exclusive’ nature of Jaguar ownership.

My messages were created around an idea: “No, you may not be able to afford something more expensive, but just look at the Jaguar proposition and what it delivers.” I instinctively knew we were dealing with a small niche, and so long as those owners were satisfied, we had thousands of loyal owners who would happily return; plus, their positive word of mouth slowly boosted sales.

So, my PR messages then began to focus on the elements of success the brand was proud of - its motor racing victories (including Le Mans); its great road test stories written by journalists who loved the brand because of the performance-value for money equation, and promotion of celebrities who chose the brand - like Clark Gable, et al. All of which added to the emotional appeal. So, after revealing all this personal aggrandisement, what have I got to say about the immediate past, and current situation? Jaguar was very successful as a niche player, with cars which were outstanding value for money - but they were still niche players. Every company which had any vision for Jaguar had the same stupid idea. Namely, if Jaguar can make money selling 30,000 cars a year, think how much it could make if it sold 100,000?

And that’s where all of them, from Ford to Tata (and sadly, Jac Nasser and Thierry Bolloré) failed to see the reality of the brand’s status in the marketplace. Because that is what the punters who bought Jaguars thought about the brand. They (smartly) recognised its values.

Not sure about his dresssense, but former Land Rover Design Director Gerry McGovern is a powerful figure in Jaguar too.

It is left to independents now to play with possible Jaguar concepts.

When the X-Type was launched, I remember Jac Nasser forecasting it would build in excess of 40,000 a year, and total production could be 100,000! Of course, the 40K X-Types p.a. was just a sop to the British Government, because Ford wanted to shut down some Ford factories and put off thousands.

Its response to the government, was that Jaguar would build a new luxury car at the Halewood plant and would continue employing Brits. We all know what happened. The X-Type was a commercial failure. I think perhaps that's when Jaguar’s demise to where it is today probably started. The idea of Jaguar competing with Bentley, and the German trio is quite frankly a joke. It doesn’t have substance, technical

Back when a Jaguar XJ was a must-have vehicle for British diplomats visiting the Australian Grand Prix.

Image 04 resource, nor reputation to insert itself into the segment. In my mind, after Tata took over it should have produced just three models - the F-TYPE sports car; the XE mid-sized sedan, and the XJ saloon - with the I-PACE coming along to show the promise of electrification of just those models - more if there was demand.

Enthusiasm in modern times for Jaguar peaked after it entered Formula 1. The buyers are still out there for the right model.

Production output would have made them relatively scarce, boosting demand, and endowing Jaguars with the same reputation it enjoyed under Lyons. Now, the industry heavies are going to tell me that this scenario is just not possible. The costs of making competitive Jaguars in the subPremium segment is still expensive, demanding big investments in order to get a profitable return. My response is, approach this like Bill Lyons would. He followed the maxim of 'restricting supply', from 1951-1972 - and Jaguar was profitable.

So in my mind it's a simple recipe: Make great cars which represent excellent value for money; don’t invest more than is sensible; keep an eye on overheads and expenses, and balance the company’s survival around the realisable profits from this modest plan. Don’t be greedy. After all, it does have stablemate Land Rover as a sort of ‘cash cow’.

I think Jaguar could still achieve a truly sustainable future if its owner(s), were less ambitious than they have been. I could be dead wrong, but Bill Lyons died a rich man, and Jaguar was making solid profits under his leadership.

WE HAVE BEEN DISAPPOINTED constantly over the years that Jaguar has not preserved vital parts of its own manufacturing history. When it could have purchased and saved it, often for a small outlay, it has stood by and watched it evaporate. We are talking about things such as the earliest factories in Blackpool, Coventry and especially the Browns Lane plant where so much history was perpetrated.

And what about the historic family home of Jaguar's founder Sir William Lyons and his wife Lady Greta? It is just 30 minutes from Browns Lane and is integral to everything that is Jaguar. It has come up for sale numerous times since Lady Greta died in 1986, yet Jaguar has ignored it.

Why then did it take Adelaide's Scott Shearman to do what Jaguar should have, and purchase the place for posterity in 2017?

Scott has owned his personal racing team and competed mainly in Ferraris with success. Above all though he is passionate about Jaguars and made it his mission to save Wappenbury Hall. Nobody knew, and Scott is not the sort of person to publicise himself.

Great Scott

Australian Jaguar devotee Scott Shearman purchased the former home of Sir William and Lady Lyons and is restoring it.

Pics - JDCUK - Lord family

He told us several years ago that he wants to share the place with other Jaguar owners, and has often taken small groups and clubs through the buildings and superb gardens. His ultimate goal is to have Jaguar Cars acquire it and continue to maintain it in perfect order.

Scott has purchased a number of Sir William's former cars including his MkX Limousine, and is hands-on when it comes to working on the property. When Covid is not being a problem he spends around half of the year at Wappenbury Hall. What do we know about Scott Shearman? A good deal, but he has not broadcast it. He consults with Michael Quinn, Sir William's grandson, when it comes to the restoration details.

Scott was born in Adelaide, his father Bob having been a champion Australian Rules Footballer with Essendon in Melbourne (played in two grand finals for them), then West Torrens (Captain) and Sturt (Captain). He became an AllAustralian, South Australian Captain three times - but died suddenly in 1999 aged just 59.

He was married to leading fashion and photographic model Francine between 1957 and the mid-1970s, who was also extremely successful in business. Sadly, she died unexpectedly in 2015, leaving Scott and his sister Danielle and their children.

Scott was also involved in football, and owned Prancing Horse Racing, driving with the likes of Sam Newman and entering up to nine cars.

We admire Scott hugely, and look forward to speaking with him for our readers.

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The Lyons' home was a working farm with a large greenhouse near the former stables which were used to store Sir William's prototypes and valuables during WW2. Scott strolls past while attending to restoration chores.

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