The Birmingham Motor Show in 1998 was one of the most significant ever, with major launches of four important British-built cars. They were the Rover 75, Land Rover Discovery 2, Vauxhall Astra and Jaguar S-TYPE, each one a critically important model in its own right.
Jaguar made sure it got its fair share of the available column inches with a spectacular reveal ceremony, where the new S-TYPE was unveiled on a raised plinth in front of a giant leaper hologram, flanked on both sides by over 50 separate video screens, each showing images of the new car and its predecessors. There was no mistaking the fact that the company was playing on its rich heritage to seed the car in the minds of potential customers.
Live Launch
The live launch was broadcast by satellite as far afield as Sydney, Tokyo, Berlin and Paris, which, back in the days before we were all signed up to the world wide web, was seen as an achievement in itself. Over 10,000 people across the globe watched the reveal. Small fry when you see the number of hits on YouTube that people get for simply falling over, but back then, this was big data.
Of far more significance though was the fact it marked Jaguar’s range expansion. Then owner Ford recognised that focusing on only the luxury and sports car niches was not a sustainable business model. Indeed, in many respects, the S-TYPE was the car that set Jaguar off on its current trajectory, where it has its widest model range ever.
The first car in the company’s sights was the BMW 5-Series, which had recently set a new benchmark in the executive car class with the launch of the E39 model.
Speaking at the car’s launch, the S-TYPE’s Project Engineer, Dave Szczupak, was unapologetic about trying to home in on the German brand’s core territory.
この記事は Retro Cars の Winter 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Retro Cars の Winter 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
The Incredible ULK
It had turned green, had an appropriate number plate and did something quite remarkable - what else were we going to call the new Retro Cars project car?
They Rebadged It, You Fool!
40 years ago, the UK waited with baited breath for the ‘British Car to Beat the World’. 20 years ago, Rover dealers were still trying to boot the last ones out of their showrooms. Ahead of its 40th birthday, we put the first and last Metros head-to-head
One Saved - On To The Next…
After last month’s mechanical woes, we’ve finally finished our MG ZS project car. Here’s our final instalment, followed by an all-new project
Reverting To Type
The S-TYPE was a huge car for Jaguar; the first model developed from the ground-up under Ford’s stewardship and its first mid-size executive car since the Mk2. Two decades on, how does it fare as a classic?
Knightsbridge Or Kensington?
Tempted by the Metro’s swansong? Here are two virtually unused examples for sale at the same dealership
360' Kickflip
This BMW E30 may appear relatively unassuming, but to the trained eye there are clues that all is not as it seems. No-one, however, will be expecting the self-styled 360i’s fi repower!
Copper Wink
When Kicker Audio decide to build a showcase for their latest speakers, they don’t mess about. This 1950 Studebaker is testament to the passion of a bunch of enthusiasts who didn’t want to just screw some speakers into yet another minivan…
Ade's Volvo 850
This month sees Ade sorting out up his Volvo with an awesome Kenwood headunit.
Take Five
Carlo de Grundt’s fifth-generation Skyline might not have a GT-R badge, but that doesn’t stop it from looking every bit as awesome as its ‘Hakosuka’ forefather...
Coupé De Grâce
Escobar’s '90s Civic coupé hides many surprises, each one developed to Edenilson deliver a killer blow…