2013 Audi A3

Jaguar won’t follow rivals with high volumes

 
3 281 views Jun 6, 2007

Jaguar won’t follow rivals with high volumes

Jaguar won’t follow rivals with high volumes

Enlarge Photo
The Jaguar label has always had a little more flair and prestige than its rivals, a trait its management would like to maintain by reducing the volume of cars it sells. Jaguar won’t be following brands like Mercedes-Benz and BMW, which have been creating new models to fill niches not normally associated with premium labels.

“Some of our competitors act like volume brands with contract hire rates, incentives and money off up front,” said Jaguar marketing manager David Lewis, speaking recently with Business Car. “We've taken an alternative route. We're looking at niche premium and making more money from less cars,” he said. “We don't want to be selling huge amounts of cars without making money.”

To help move its more expensive models, standard equipment across the range will be improved. For example, all S-type saloons will now be offered with full leather and an automatic gearbox.

The current X-type is one car that doesn’t fit in with Jaguar’s goals. Volume for the entry-level sedan has already been cut, and Lewis admits that a replacement model is still under consideration, which means the X-type could be dropped altogether.



Posted in:
 
Contribute
Send us a tip Comment Contact the editor
Follow Us

 

Have an opinion?Join the conversation!

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (3)

  1. By biturbo Posted: 6/6/2007 8:34am PDT

    Jaguar "always HAD a little more flair and prestige than its rivals". Right...
    Until they came with the lousy X-type 2.5 ...
    That killed the cat :)
    It may be already too late...
     
    Post Reply
    Vote
    Bad stuff?

  2. By admin Posted: 6/6/2007 10:41am PDT

    I did say little...

    In my mind they have always been more elegant and exclusive than a BMW or Merc, which are the "obvious" choices. Jaguar focusing on the high-end market can only be a good thing.
     
    Post Reply
    Vote
    Bad stuff?

  3. By HECTOR Posted: 6/6/2007 11:29am PDT

    I agree with admin. Jaguar's dip into the mass market was as ill advised as VW's trying to go upmarket. I still love the Phaeton, though. The X-type? Not so wild about it.
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion?Join the conversation!

Connect with Facebook

Motor Authority. Now with your friends.

Discover stories your friends read.
Share stories more easily.
You control what you share.
Learn more

Research New Cars

Go!


More from High Gear Media

 
 
MotorAuthority
  • Follow Us
  • Twiiter
  • Facebook
 
 
© 2011 MotorAuthority. All Rights Reserved. MotorAuthority is published by High Gear Media. Stock photography by Homestar, LLC. Send us feedback.