SOURCE: AMOnlineXK exceeds Jaguar’s sales target
24 March 2006
Jaguar dealers began their launch events for the new XK last week, yet the manufacturer has already exceeded its target for UK sales this year.
James Drake-Lee, Jaguar UK product manager, says pre-launch publicity and the TV advertising campaign based on the ‘Gorgeous’ theme has been well received.
“Our original aspiration was to sell 1,800 this year but we put that up to 2,000. We’ve now achieved just over 2,000 customer orders, so we’ve effectively got a one year sell-out.”
Drake-Lee says he is monitoring whether further production can be secured for the UK. However, he recognizes that Jaguar needs to keep the car “hot” and avoid over-exposure.
The ‘Gorgeous’ TV campaign currently running for the XK is aimed at marketing Jaguar as a luxury brand rather than as a luxury car manufacturer. “It is taking a common message that we term as ‘new fashion luxury’ – luxury, but in a modern way. Our research has found that the advert is being recognized and liked,” says Drake-Lee.
Jaguar wants the XK to appeal to the “young-at-heart” rather than to a more youthful demographic, although it does want younger people to aspire to owning the car. The video shown at launch events emphasizes the car’s sporty driving dynamics, and one third of the UK orders specify a modern aluminium interior trim, rather than the wood traditionally associated with Jaguars.
Although the XK has a high standard specification, Drake-Lee says customers are keen on personalizing their car, giving dealers a good opportunity for extra revenue. Average spend on the XK’s options list is £6,500.
Ian
SOURCE: AMOnline
Seems strange Jaguar should only go for 2k first year sales with all that advertising.
It's not every day a new Jag comes out, and luxury cars always have a load of pre-orders, so I can't see how they weren't going to sell 5k at least.
I reckon this was the plan so they could say 'didn't we do well!', but is it that great?
It's not every day a new Jag comes out, and luxury cars always have a load of pre-orders, so I can't see how they weren't going to sell 5k at least.
I reckon this was the plan so they could say 'didn't we do well!', but is it that great?
They've already had 6000 advance orders already, which isn't bad going considering 99% of those people have never driven the car. Once it hits the showrooms in May, I reckon the orders will continue to build. People will certainly turn around when they hear the burble it makes - it sounds awesome!
Having been one of the fortunate people to be involved in some of the homologation approval work for Jag on the new XK, I can happily say that they have an award winning car there. It is a very nice bit of kit. it drives well, looks great and the finish is (or certainly was on the cars I have been in) of a very high standard.
It's streets ahead of the "old" XK8 and I hope that it exceeds their expectations. We need some good news for "British" manufacturing this year and here's hoping that the XK leads the way. They have great presence on the road and certainly turn heads.
I really enjoyed my drives in them so far and they were good even with bits of gaffer tape holding them together or disguising the bodywork!
It's streets ahead of the "old" XK8 and I hope that it exceeds their expectations. We need some good news for "British" manufacturing this year and here's hoping that the XK leads the way. They have great presence on the road and certainly turn heads.
I really enjoyed my drives in them so far and they were good even with bits of gaffer tape holding them together or disguising the bodywork!
Well done Jag. The new XK is absolutely stunning and a step in the right direction for the company. They have proved they can produce a car that still look like a Jag without any of the contrived retro styling that blights the other models, all in a high-tech cutting-edge package. If I had £60k to spend on a luxury sports GT, it certainly wouldn't be heading abroad.
I thnk the X-Type certainly has potential and needs a facelift of A4 proportions to make it competetive again. As it is the entry level model, it is most likely to be bought by younger buyers, for whom the X-Type is their first Jag. This should be reflected in the styling which should be a lot less olde worlde and more dynamic and sporty. The front end on the X-Type is awful and looks slightly caved in. A whole new sleeker front end with leed chrome and one piece headlights like those on the RD-60 concept would bring it bang up to date. The bodies of the saloon and estate are nicely proportioned so need a simple reskin to lose that dated groove copied from the S-Type and get a simple crease like the new XK to enhance the shape.welshMGman said:
From what I've heard, the new S-Type won't be that new! Auto Express reported a while back that the car will little more than a new front end and interior. I really hope they're wrong and the next S-Type will be an all-new carLiam Olf said:
I do understand what you mean, I just think that in some colors, from some angles, the car can seem a bid malproportioned. A neighbor has one in burgandy, and the front end does have kind of a stunted look to it when driving past. That said, its still a lot better looking and more individual than most other cars in its class, besides, which other car has an interior like that for under 30 grand?
rlxs said:
And make the front look like just about every other car on the road.... Quad headlights make the car along woth the classic lines along the bonnet. Keep the styling cues from the XJ and prodice an X type R with a supercharger or similar.
Maybe Bob S should qualify his comment on the interior to cars still available to order new.
It was reported elsewhere that J Mays (Ford's global design boss) "annoyed" a few Jaguar people at the XK's launch by saying that the XK was only a foretatste of what was to come with the new S-Type. So expect next year's S-Type to follow the XK away from the familiar lines of the XJ/X-Type.rlxs said:
Because of all their curves and crinkles it is rather difficult to facelift a Jag in any meaningful way. Going to one-piece lights would look out of place. The straightening of the tail on current S-Type's is about as radical as it will get. Besides BMW et al just give their cars the smallest of adjustments during their lifetime - helps keep values. Whatever happened to the 'radical' overhaul rumoured on the current 7 Series? Of course there was nothing of the sort and now that the rest of the BMW range follows Chris Bangle's style all the fuss has died down and BMW is as healthy and wealthy as ever.
Jaguar do realise that the retro and conservative styling they signed-off in the 1990's is one reason why they are stuck in a rut in this decade. The XK looks as though they're starting to move in the right direction but it is only the most niche model from a very niche manufacturer and will not be enough by itself to save the company.
That task will fall to whatever is going to replace the X-Type in 2 or 3 years time. If that in turn should fail relative to its plan then expect further contraction at Jaguar and within PAG.
Meanwhile the good news about the XK8 is really welcome and I for one cannot wait for the XKR to carry this on!
rlxs said:
It ain't what AE reported.....the pictures in the mag are clearly a cooling prototype (i.e new front end onto exisiting car to test engine cooling and performance. There's an XJ running round with an XK front stuck on it, I seem to remember some idiot magazine reporting that that was an indication of a new coupe too.:shake:
AE aren't exactly well informed most of the time are they? More of a comic than a serious news story paper!
Yeah Auto Express don't have a reputation for being too precise so it's up to you on what you believe the new S will look like 
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