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Most car web sites are pretty similar, akin to the styling of many

modern cars. I was expecting something different from Jaguar, given the

retro styling of its recent model. Sadly, the graphic design is dated

and dull.

’Don’t dream it, drive it,’ it advises. If only the same could be said

of the site.

First off, why is there an enormous statement about the the site’s

creators on the home page? You could read the credit and assume that web

shop X had designed the latest Jaguar.

The copy was written by someone who believes that the two-word sentence

is actually meaningful. I quote: ’The 3.2 litre XJ Sport is the Jaguar

saloon at its most essential.

High-performance. Unagingly graceful. Superbly finished.’ Yuk. In the

obligatory safety section, I discover the car is ’formidably well

defended’.

Not from poor copy, apparently.

Arriving at the Jaguar guest book, you’re informed that ’by entering

your details and answering a few simple questions you can download the

new Jaguar screensaver’. Why? I tried the SS Sidecars heritage site (the

cars were called SS before Jaguar). At last, some interesting stories,

but the text is illegible.One redeeming feature is the used car section,

but there is no obvious explanation of how to obtain one.

The Jaguar marque has a superb heritage, but this site fails to do it

justice.

Site: Jaguar

Address: www.jaguar.com/uk/