If at first you don’t succeed, try again. That seems to be a definite line of thought for Jaguar at the moment – the company is more than merely toying with the idea of developing a D-segment sedan to compete with BMW’s 3 Series and Mercedes-Benz’s C-Class, by the sound of it.

According to a report, the boys at Whitley are considering a small sports car that can also be offered in sedan guise. Adrian Hallmark, the company’s new global brand director, said that Jaguar needed different – and lower priced – models in order to expand its horizons.

The company, he added, was at the beginning of the process, and it would be another four years or so before anything arrives, reiterating that the sports car would be for image and the sedan, for volume.

The company’s previous outing in the segment didn’t take off as expected – the wishy-washy X-Type of a decade ago never caught buyers’ imagination, to put it mildly.

The company states it isn’t going to make the same mistake with the new one, and that if it did venture into the compact executive segment, the offerings should not only be elegant and have great technology, but must have a sense of occasion and position itself above the competition, which is where Jaguar should be, Hallmark said.