Compact is 'top priority' for Jaguar
 | Adrian Hallmark: “We have to get back into that segment.” |
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DETROIT -- Jaguar wants to re-enter the compact segment and is considering multiple body styles, the brand's top executive said.
Designs and shapes have been discussed, but nothing has been approved, said Adrian Hallmark, Jaguar's global brand director.
"We have to get back into that segment," Hallmark said. "I won't say whether it's with a sedan or another body style or more than one car."
Hallmark said Jaguar is working on smaller vehicles that would be priced between $40,000 and $50,000 -- below the XF, which starts at $47,850, including shipping, and competes against the BMW 5 series and Mercedes-Benz E class.
"I guarantee you it is our top priority," he said.
Jaguar's X-Type small sedan was discontinued in the United States after the 2008 model year.
Hallmark would not confirm reports that a compact crossover is in the works. But he said sibling brand Land Rover's specialization in crossovers and SUVs would not prevent Jaguar from adding such a vehicle.
"Just because we are part of a family doesn't stop any one brand where there is room for growth," he said.
If Jaguar were to get a crossover or SUV, the vehicle likely would share a platform with Land Rover, he said. The brands are trying to reduce their number of platforms and share more engines.
"If we were to enter a crossover segment, then it would be more road-oriented rather than off-road," Hallmark said. "It would not be cut-and-paste. It would be using that core global competence."
You can reach Diana T. Kurylko at dkurylko@crain.com. -- Follow Diana on 
