The S-TYPE marketplace: style aware, cost-conscious

In a highly competitive segment, the new S-TYPE builds on rock-solid foundations. When the original S-TYPE was introduced in 1999, it launched Jaguar into a wider market, and a new era of modern design and technology. As Jaguar's first all-new compact, luxury sports saloon for three decades, it made the brand more accessible and more appealing to a younger generation of buyers. At the heart of the premium mid-size segment, head to head with rivals such as the Audi A6, BMW 5 Series and Mercedes E-Class, the S-TYPE created a real alternative for astute, confident, image-conscious individuals.

From its launch it defined a new spirit in Jaguar, and its immediate success virtually doubled Jaguar's worldwide sales. Into a sector dominated by similarity, the S-TYPE brought a unique combination of performance and style, all wrapped up in trademark Jaguar character. Its buyer profile is led by independent professionals who are successful, active and style-conscious, but also practical and realistic. These are buyers who have the confidence to stand out from the crowd rather than blend in anonymously.

They can reject the S-TYPE's competition because it's the norm, not in spite of it. And they are happy to reward themselves for their own success, to enjoy their individuality through the S-TYPE's unique personality, with spirited performance, contemporary luxury and outstanding refinement, all wrapped in bold and expressive styling.

The S-TYPE is now heading past 200,000 sales worldwide since launch, but it has never rested on its laurels. Recent research shows that awareness of the S-TYPE is higher in 2003 than it has ever been – even higher than at the time of the model's launch.

"The introduction of the S-TYPE in 1999 marked the beginning of a significant product expansion at Jaguar, bringing with it greater choice and new customers. This new generation, which builds on the strengths and attributes of a car that was extensively upgraded only two years ago, will ensure the S-TYPE continues to compete with the best-in-class." Joe Greenwell, Chairman and CEO, Jaguar Cars.

In 2002, Jaguar's luxurious mid-sized sports saloon forged ahead with revised powertrains, including the new entry-level 2.5 litre V6 and the all-new supercharged 4.2-litre V8 of Jaguar's most powerful saloon car ever, the 400bhp (DIN) S-TYPE R. Jaguar also introduced the first ever six-speed automatic transmission in the executive segment, an innovative and effort-saving Electronic Parking Brake, plus a completely restyled interior, blending traditional Jaguar luxury and craftsmanship with advanced technology. When combined with automatic transmission, the Electronic Parking Brake features a drive-away function, which automatically releases the parking brake when the driver selects Drive, but holds the car until the throttle is applied – even on gradients of up to 1 in 3.

The 2002 revisions also introduced suspension changes to deliver exceptional ride comfort with poised, agile handling fully in keeping with Jaguar's peerless tradition. And of course it had the benefits of Jaguar's rational use of advanced design, from Computer Active Suspension Technology (CATS) and Dynamic Stability Control (DSC) to the company's standard-setting Adaptive Restraint Technology (A.R.T.S.).

And now the S-TYPE moves on again.

Styling and Design – Less is More

Style has always been a major consideration for Jaguar buyers. The sleek lines of the new S-TYPE have been redrawn, to be more athletic, contemporary, leaner and with more obvious muscle definition. The new S-TYPE has changed dramatically by changing subtly – pursuing the classic design philosophy of less is more. All that changes as the new S-TYPE tones up.

As Jaguar Director of Design Ian Callum says, “Too much detailing becomes too confusing, with no focal point. This car has a focal point and it's clear what it is – the front grille and twin headlamps. But to make it work, everything around that focus has to be as simple as possible, and the extensive changes for 2004 are designed to achieve precisely that.”

A new aluminium bonnet (previously steel), not only improves weight distribution and handling balance, but also introduces a more defined vee shape, drawing the eye forwards to the revised grille and giving the whole front of the car a crisper, more powerful look and stance. The way the curvaceous bonnet meets the complex curves of the headlamp apertures changes too, giving much tighter fit lines and emphasising Jaguar's fine build quality. Overall, the front of the new S-TYPE displays a stronger, more dominant character.

A simpler, cleaner front bumper gives more volume and more visual strength with less fussiness. Reshaped bumper inserts look less bulky, and the bumper is visually deeper. The only breaks in the pure lines of the front bumper now are for the air intakes, fog lights (now standard on all versions except the R) and the smoother covers for parking and Adaptive Cruise Control sensors. Taking styling cues from the sportier R bumper, the standard bumper lets the grille stand out more strongly, strengthening the overall “face”. And the R bumper takes an even more dynamic look, with its larger central air vent and additional side vents, with mesh inserts – which take the place of the front fog lights – to feed the S-TYPE R's twin oil coolers.

On all models, the grille itself is totally re-proportioned, to be subtly lower and broader, and to sit more upright. Now sitting on the same plane as the signature twin headlamps (rather than on two very slightly conflicting planes) it looks simpler, more modern and more assertive. It has a new, round Jaguar growler badge, and its vertical vanes are slimmer and neater.

The addition of slim horizontal vanes for the first time emphasises the lower, broader look and, of course, the new S-TYPE R still has its distinctive and sporty mesh grille style with body-coloured surround. And there are now three solid and no fewer than 11 metallic body colours to choose from.

The prominent sills of the original have been reshaped to blend seamlessly into the side contours. One less curve and one less deep horizontal line below the doors returns visual emphasis to the strong, sweeping styling line through the centre of the car, where it should be, making the new S-TYPE longer and leaner between the wheels, while balancing the stronger proportions of the nose.

That signature sideline is now far better resolved because, most dramatically of all, the rear of the new S-TYPE has been made more consistent with the rest of the body line. Again, bumper side details are simpler, while the rear wing line, upper and lower rear bumper surfaces and the rear lip of the bootlid are all raised by a significant amount, and subtly reshaped to continue the sweeping sideline right through the profile. That lifts the original drooping curves, in profile and across the tail, so the new S-TYPE lifts its shoulders and rises up from its haunches, giving a far more powerful, forward-pushing stance and producing a younger, fresher, more athletic shape without losing its unmistakable Jaguar identity. The new S-TYPE also features a new boot ‘signature blade' which gives added presence to the rear of the car.

In keeping with Jaguar's new styling direction, there is a more technical look to the distinctive round tail lamps. These now blend smoothly into the new curves of the tail and have more complex shapes behind their clear lenses, giving a jewel-like appearance. The wider boot finisher, or signature blade (in either chrome or body colour, depending on model) is simplified, running the full width between the new rear lamps and losing its centre boot-push button to adopt an uninterrupted Jaguar script in line with other new Jaguars. Even the shape of the licence plate recess has changed subtly, toning down the oval theme, reducing the number of conflicting lines and – again – adding new muscle tone.

The new lines improve aerodynamics and enhance performance, helped particularly by the revised upper surface of the bootlid, which reduces rear lift. And, as at the front, the new S-TYPE R has its own distinctive signature at the rear, with a discreet but effective spoiler along the boot lip which adds aerodynamic stability at maximum speeds and gives a more assertive, muscular stance.

A choice of five new alloy wheel designs, in sizes up to 18-inch diameter, confirm the sophisticated, sporty image. Sport models now have 18-inch rather than 17-inch wheels as standard, while SE versions move from 16-inch to 17-inch as standard. And the S-TYPE R has maximum visual impact with that trademark mesh grille, new unique wheels, dark tail lamps, a discreet boot spoiler and twin tail pipes – all subtle ways of saying ‘performance'.

Interiors – More Style, More Choice

Like the exterior, the new Jaguar S-TYPE's interior styling has been moved forward by close attention to detail, concentrating on taking away what wasn't necessary and adding or improving what is desirable. The result is a combination of more contemporary style and improved practicality. The strikingly new instrument layout features round chronograph dials and two message centres, which now allow clock, odometer, trip and warning information to be displayed concurrently and at all times. A new aluminium facia finish option is a first for a production Jaguar saloon, allowing buyers to choose a more “technical” finish.

The new palette of interior colours and trims offers more choice and stronger differentiation between models. It also offers subtly enhanced material quality, echoing the improved body quality. Trim choices now include cloth, Classic leather, perforated leather and the unique R leather. There are four trim colour options – Champagne , Warm Charcoal, Dove and Ivory – and three new two-tone trim colour combinations, depending on model – Granite and Dove for Sport models, Warm Charcoal and Light Sand for Sport and R, and Warm Charcoal and Dove for the R only. There are also three wood veneer choices: Bronze Madrona, Grey Birds Eye Maple and classic Burr Walnut. Topping the list is the High Luxury pack, with extensive use of classic walnut veneers (including a half-walnut, half-leather steering wheel), softgrain leather, premium floor mats, heated seats with subtle chrome highlights on the headrest bezels and rear cup holders.

Externally there is the option of chrome or body-coloured highlighting to define the new S-TYPE's personality (except on the R, which is body-colour only). Inside, there is a similar choice and, with that sporty aluminium dash finish on the Sport and R (a much-loved feature of some of Jaguar's greatest sports cars) even a revolutionary touch. The S-TYPE now also offers a completely wood-free trim, which handsomely underlines the contemporary message.

“The emphasis of this engineering programme has been very much on enhancing and evolving the inherent qualities of the S-TYPE.

For the interior, we listened carefully to our customers to create a more contemporary cabin feel, combining craftsmanship with leading-edge technology.

The exterior of the car is noticeably different with an all-new rear design, while a new aluminium bonnet brings a fresh look to the front. The S-TYPE just gets better and better.” Paul Walker, Chief Engineer, S-TYPE, Jaguar Cars.

S-TYPE Equipment – A Broader Catalogue of Advanced Technologies

The new S-TYPE's comprehensive list of standard features and options includes enough practical and comfort equipment to place the sporty Jaguar ahead of its premium saloon rivals in many areas, while still competing aggressively on price. Depending on model, the list encompasses heated and electrically adjustable driver and front passenger seats with two-position memory, a split-folding rear seat with three head restraints and Isofix child seat brackets, automatic dual-zone climate control air conditioning with air filtration, variable-ratio power-assisted steering, an electrically adjustable steering column with tilt-away entry and exit action, twin-function trip computer, cruise control and high-level audio equipment options. Satellite navigation, TV, electrically adjustable foot pedals and built-in telephone systems are all on the options list, and so are automatic, self-levelling xenon headlights and rain-sensing wipers. The wipers also feature an improved washing system, with the washer jets now incorporated into the wiper arms for better full windscreen coverage.

The new S-TYPE adds the option of Front Park Assist to the Reverse Park Assist that is already available across the range. It is a sophisticated speed-sensitive system which helps the driver to avoid unseen obstacles such as hidden kerbs or low bollards, and it switches off automatically at speeds above 9mph (15km/h). It is also less sensitive than the rear system, so that it does not, for instance, pick up cars ahead in slow-moving traffic.

A radar sensor mounted under the smooth new bumper cover is used in addition to the new S-TYPE Adaptive Cruise Control and Forward Alert. Conventional cruise control is now standard across the new S-TYPE range, with Adaptive Cruise Control optional. Adaptive Cruise is an additional feature which, like normal cruise control, allows the driver to set and maintain a cruising speed, but is also able to detect slower-moving vehicles ahead and will slow the new S-TYPE below the set speed as necessary. When the traffic ahead speeds up, Adaptive Cruise will return to the driver's chosen speed.

Forward Alert uses the same sensors to detect obstacles ahead of the car even when it is not in Adaptive Cruise mode, and alerts the driver with an audible signal and a dashboard light. The driver can adjust its sensitivity to cover a preferred range and can switch it on or off as desired. As with Front Park Assist and Adaptive Cruise Control, it is available across the full model range.

Avoiding technology for technology's sake, Jaguar prefers to apply advanced systems only where they are relevant and useful, as these customer-orientated devices demonstrate.

“The new S-TYPE continues to challenge existing perceptions of Jaguar, broadening the appeal and the accessibility of the marque. Jaguar's world-wide sales success with this car signals the company's growth strategy and the outstanding strength of our unique brand. Jaguar is offering world leading technology in a superior driving environment for our customers in a competitive value for money package.” Mike Wright, Managing Director, Jaguar Cars.