Lexus and Infiniti have been gunning for it for years now. Cadillac is working on its answer to it. And now, Jaguar says that it wants to take on the nameplate that every luxury brand wants to replicate: the BMW 3 Series. Jag’s Adrian Hallmark tells Autoweek
We need different models. We need lower priced models. Whether we do one, two or three body styles, we can still decide. But we have to be in the lower price. We don’t want to be fighting it out in the fleet business with little engines and small wheels and discounted 25 percent. If we go into the smaller car market, we want to build elegant cars with great technology that give a sense of occasion and position us above that competition — where Jaguar should be.
And no wonder everyone is out to get Mr 3: moving 100k+ units with a starting price over $35k in the US market is the holy grail of every luxury brand… and even the Chevy Volt is shooting for that lofty goal. But the Dreier has been building its market position for decades… and it won’t give up its throne without a fight. And if Jaguar and Cadillac jump into the fight at the same time, they could end up simply taking share from each other. But then, there’s no easy way to spin cars into gold.