Jaguar Global Brand Director: We need a BMW 3-Series rival

Jaguar C-XF Concept

This isn’t the first time we’ve heard of Jaguar wanting to compete with the BMW 3-Series or the Audi A4, but this time the British brand seems more serious than ever before. Adrian Hallmark, Jaguar’s new global brand directory, said that the company is considering a small sports car in the form of a sedan.

“We need different models. We need lower priced models,” said Hallmark. “We need to play in that world.”

Hallmark emphasized the need for a small sports car to increase volume sales and said that he envisions the model to be a competitor to the BMW 3-Series, Audi A4 and Audi A5.

“We have to do both,” he said. “Whether we do one, two or three body styles, we can still decide. But we have to be in the lower price.”

Hallmark said that the model is still in the beginning of the process and we may have to wait 4-plus years before we see a something like that.

– By: Omar Rana

Source: AutoWeek