When did Jaguar go cool?!!
That being said, we do try to engage with customers on the product and help them to understand some of the key features, designs and benefits. One manufacturer we have definitely struggled with in the past is Jaguar (and not because it is bad product!).
Some manufacturers just get a reputation; sometime justified and sometimes not.
With Jaguar, it has very much been seen as the reserve of the older middle-class gentlemen or, put more frankly, it’s an old-man’s car.
Is this stigma truly justified? Since the Land Rover and Jaguar brands converged to form the “JLR” group, the sharing of design, technology and branding has seen considerable improvements for both parties. In particular, Jaguar had very little to offer other than some saloon and coupe models – think Morse and his Jag!
This narrowed the customer database to a select demographic and provided little entry to the company car markets and the younger-driver market.
One of the first changes which has had a resounding impact, was the introduction of the Jaguar XE and Jaguar XF; the former is a business-driver focused alternative to the BMW 3 series and Mercedes C-Class and the latter being a BWM 5 series and/or Mercedes E-Class competitor. With the latest ingenium engines, some of the CO2/MPG statistics are hugely impressive. Added to that, is more sporty and sleek designs which have done more to push the product from its past.
The second, and perhaps more important, change has been the entry to the SUV market. In the UK, the crossover/4×4 has become the main market, in particular for anything petrol. Almost every manufacturer is burrowing resources into making the most aesthetically pleasing and well-spec’d SUV on the planet. With the Land Rover connection, Jaguar’s introduction of the E-Pace and F-Pace has opened up a considerably big market.
With a smaller and bigger SUV product, Jaguar has a recipe for success.
The third, and final, change has been the introduction of “luxury performance” cars. This is a good reaction to the petrol vs diesel debate which is currently ongoing in the UK automotive market. With more drivers, particularly on low-mileage contracts, looking for petrol options, a previously un-tapped part of the market is emerging. Many customers also want something a little bit sporty – if you are covering 8,000 miles per annum or similar, the running costs on a performance vehicle are a little less punitive than you would think.
With Jaguar now offering a “300 sport” option in the XE and XF Saloon/Sportbrake, a luxury performance car is available to fans of the Jag.
To take an example, the Jaguar XF SALOON 2.0i  300 Sport 4dr Auto AWD, this offers a great level of standard specification – 10-way electric front seats, 8” colour screen, InControl SD card, cruise control, ambient lighting, xenon headlamps, 19” alloys, climate control, electric adjustable door mirrors, heated front seats, heat insulated glass, rain sensor windscreen wipers, black brake calipers, emergency brake assist, hill start assist, traction control, sports carpet mats, Bluetooth, front parking aid, lane departure warning, rear parking sensor, traffic sign recognition, auto dimming rear view mirror, DAB radio, in-control wi-fi, dark satin grey features, automatic headlamps, LED tail lights, gearshift paddles, multifunction steering wheel, perforated grained leather upholstery, anti-whiplash front headrests, Jaguar sense, perimeter alarm, keyless start, immobiliser and sports seats.
On the technical-side, for company car and business drivers can note the P11d at £46,330.00 and CO2 at 174g/km. The 1997CC 8 speed auto engine delivers 36.7 combined MPG, 300ps and 0-62 times of 6.9 seconds. Service intervals are set at every 12 months or 16,000 miles, whichever lands sooner.