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.