Increase in new Jaguar sales
There was evidence of Jaguar’s resurrection as it reported increased new car sales figures for all three of its current models. In the UK, 12,687 Jaguar XF models were sold in 2010 compared to 10,112 the previous year, which is an increase of 25%. Sales of the new Jaguar XK in West Sussex grew more than double its sector trend with 1641 cars sold in 2010 compared to 1430 units in 2009, a year on year improvement of 15%. The all new Jaguar XJ released in 2010 was awarded Top gear’s “Luxury Car of the Year”, a great achievement for Jaguar.
Geoff Cousins, Managing Director of Jaguar UK said: “The all-new XJ has achieved segment leadership despite only going on sale in May 2010. Meanwhile, our volume model the XF, which was launched in 2008, has seen its best ever sales year and is up 25 per cent versus 2009.
The XK is up 15 per cent in 2010 – double that of sector growth.”
Jaguar has taken a slightly different approach with its new cars, not only are they designed with a new philosophy in mind but they are also marketed to a slightly younger demographic. Geoff Cousins said, “Desirable new models, competitive offers and a cut-through TV advertising campaign for XF and XJ are helping to drive retail sales.
Geoff Cousins also spoke of the partnerships and sponsorships they have taken part in to raise Jaguar’s brand awareness, “We have also undertaken some incredibly successful partnerships in 2010, most notably with the ECB and the Ashes-winning cricket team. Since we started our association with the team they have been on a winning streak and the response from dealers and customers has been incredibly positive. We look forward to welcoming them home.”
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