Skip advert
Advertisement
Opinion

'The Jaguar F-Pace lives up to the hype, and is a fitting tribute'

The new F-Pace stands out but we're reminded that it's people who make the car industry great

We’ve driven one of the most eagerly awaited cars of recent times this week, Jaguar’s much hyped entry into the thriving SUV market, the F-Pace. And the exciting news is that according to our news editor Richard Ingram, who put it to the test, it’s extremely good indeed. 

“Beautifully controlled on a twisty road, and cleverly packaged, too,” was his verdict, which will come as a relief to those of us who love the sporty Ian Callum styling and have fervently hoped the car will prove its worth on the road.

Advertisement - Article continues below

Of course, one of the reasons this car has been so keenly anticipated is the masterful pre-launch campaign orchestrated by Jaguar.

In a digital age where news breaks every minute on Twitter, the company has expertly maintained interest over a long period of time with a series of well judged stories, pictures and stunts tracking the F-Pace from concept to production car reality. It’s been a wonderful tribute to the innovation and planning of the Jaguar public relations team.

One of the people heavily involved in this process was a man very well known to us here at Auto Express, Jon Morgan. Regular readers may remember how deftly Jon edited our consumer news pages in 2012 and 2013, making a lot of friends along the way, before deciding his career lay elsewhere and ultimately landing a well deserved role in Jaguar’s PR team.

Tragically, just prior to this most important of weeks for Jaguar, Jon lost his life in a ski-ing accident in France, bringing into sharp focus yet again that it’s the people who make this industry special, not the cars. While we salute the brilliance of the F-Pace, we also remember the warmth, wit and intelligence of a colleague who enriched the life of everyone he came into contact with. 

Skip advert
Advertisement
Skip advert
Advertisement

Recommended

Exclusive: Jaguar Land Rover boss sets the record straight on thefts, insurance, parts supply, electrification and more
JLR interview
News

Exclusive: Jaguar Land Rover boss sets the record straight on thefts, insurance, parts supply, electrification and more

JLR’s UK managing director, Patrick McGillycuddy, talks to us about the issues facing the business and its big future plans…
3 Feb 2024
Jaguar Land Rover CEO hits back over Range Rover theft issues
Range Rover action
News

Jaguar Land Rover CEO hits back over Range Rover theft issues

Insurance companies are “not using the data” according to CEO Adrian Mardell
2 Feb 2024
Range Rover offers in-house insurance scheme to fight theft fears
Range Rover Sport - front
News

Range Rover offers in-house insurance scheme to fight theft fears

JLR-owned brand continues its battle against a wave of car crime hitting luxury cars
19 Dec 2023
TWR reveals big plans to reimagine the Jaguar XJS
Magnus Walker and Khyzyl Saleem standing in front of a Jaguar XJS
News

TWR reveals big plans to reimagine the Jaguar XJS

TWR will look back in its history with the Jaguar XJS for a “reimagined” sports car
13 Nov 2023

Most Popular

‘Dacia Zen’ seven-year warranty brings added peace of mind
Dacia Duster - tailgate
News

‘Dacia Zen’ seven-year warranty brings added peace of mind

The value brand’s new warranty is also available on used cars, as well as for existing Dacia customers
16 Apr 2024
Car Deal of the Day: Mercedes EQC offers luxury EV motoring for £327 a month
Mercedes EQC - front cornering
News

Car Deal of the Day: Mercedes EQC offers luxury EV motoring for £327 a month

Mercedes’s EQC showed that the German firm was serious about electric cars and it’s our Car Deal of the Day for Monday 15 April
15 Apr 2024
New 2024 Audi A3 takes the fight to BMW and Mercedes with £32k price tag
Audi A3 Saloon - front action
News

New 2024 Audi A3 takes the fight to BMW and Mercedes with £32k price tag

The updated Audi A3 is available now, with the hot S3 version due from May
16 Apr 2024