Jaguar Pins Future Sales Hopes On Forthcoming 2011
XJ
14 Apr 10, AUTOMOBILE MAG Online, Benson Kong
Jaguar expects a big sales boost when the redesigned 2011 XJ sedan is released next month. The Tata
Motors-owned British automaker needs the XJ to be its “shot in the arm.”
The Coventry-based automaker expects it new flagship luxury sedan to drum up interest and draw more
followers looking for “sporty, stylish, and exclusive cars,” according to Managing Director Mike O‟Driscoll.
Jaguar brass are aiming for as much as a 50-percent increase in sales worldwide.
Last year, Jaguar sold just 51,855 vehicles (down 21 percent versus 2008) around the globe, with 11,955
(down 19 percent) of those originating from U.S. dealers. Jaguar stopped producing the 2009 XJ last
summer, and after primarily relying on the XF midsize sedan and niche XK coupe for the better part of 2010,
new product is a breath of fresh air. Gary Temple, president of Jaguar Land Rover North America,
acknowledged the departure of the previous-generation XJ made the brand nearly “a one-model company.”
The upcoming 2011 XJ bows next month, and despite sharing underpinnings with the last-gen model, this
version features all-new, modern bodywork. Available in short and long wheelbases, the XJ will be
competing with the Audi A8, BMW 7 Series, Maserati Quattroporte, and Mercedes-Benz S-Class. Pricing
starts at $72,500, including destination, and runs as high as $115,000 for the long-wheelbase XJL
Supersport.
For the first time in its history, Jaguar will be launching a car in four major markets simultaneously: China,
Germany, the United Kingdom, and the United States. With the 2011 XJ in its arsenal, Jaguar currently has
its sights set on selling 75,000 cars this year.