Tuesday 19 August 2014

Jaguar in danger of over-hyping XE

Jaguar is in grave danger of over-hyping its new XE passenger car with its latest pronouncement even before the car has been judged by the public.

“A smooth, supple ride, exceptionally sharp steering, quiet, luxurious cabin and seamless connectivity – the new Jaguar XE delivers in all respects and is equipped with a wide range of state-of-the art technologies designed to make every journey an even more enjoyable experience,” is the beginning of the company’s latest pronouncement.

The company adds: “The new XE’s InControl infotainment system is designed around an 8-inch touchscreen. A clear, intuitive user interface gives quick, easy access to all features and functions, and voice control using plain speech means that drivers can keep their eyes on the road at all times.”

“In-car technologies in this ever-more connected and fast-paced world are an integral part of your driving experience. With the all-new XE we’re introducing an entire suite of cutting-edge driver aids and entertainment systems. Designed and developed from scratch, they will ensure that every journey you take is simpler, more relaxing, safer, and effortlessly enjoyable,” enthuses Dr Mike Bell, Jaguar’s global connected car director.

“Smartphones are changing the way people interact with the world around them – the new XE ensures that drivers stay connected. Jaguar InControl Remote allows users of iOS and Android smartphones to connect to the car from wherever they are and control a range of vehicle functions. These include seven-day timed pre-setting of the XE’s climate control system, locking or unlocking the doors, or starting the engine,” trumpets Jaguar.

“Jaguar InControl Apps allows users to seamlessly access smartphone apps through the vehicle’s touchscreen, making it easy to do everything from make a conference call, find a parking space or book a hotel room. The XE also functions as a Wi-Fi hotspot, enabling multiple devices to connect to the internet – the vehicle antenna provides the best possible signal,” the company adds extravagantly.

“The sophistication of the infotainment system is matched by the array of advanced driver assistance systems available in the new XE: the laser head-up display (HUD) is an industry-first. Projecting sharp, high-contrast colour images onto the windscreen, the technology provides the driver with information such as speed and navigation instructions with maximum clarity and minimum distraction. As well as better image quality, the laser HUD is smaller and almost a third lighter than existing systems,” Jaguar continues to warble.

Jaguar appears to have forgotten that arriving on the same platform as greater in-car technology is in-car distractions which can divert the driver’s mind for a millisecond from the physical and mental practice of driving what can be a very danger missile. Inattention and lack of concentration kills as much as does excessive speed.

JaguarLandRover PR scriptwriters all too often become carried away on the wave of their self-generated enthusiasm. As is the case here.

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