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Jaguar Land Rover releases the Jaguar F-Type

The latest model to bear the Jaguar marque is beginning to roll out of the factories and into the showrooms.  The model is called the Jaguar F-Type and fits into the two-seater luxury sports car category. It has so far been suggested that the model is designed to put pressure on some of the biggest players in this section of the market. Some of the F-Type’s key rivals are suspected to be the BMW Z4, Mercedes SLK and the Audi TT. It is also believed that the model is expected to challenge some higher end marques such as Porsche and Aston Martin. The F-Type is retailing in the UK for £58,520, with more advanced versions such as the F-Type S and F-Type V8 S retailing for £67,000 and £79,000 respectively.

The Jaguar Land Rover story has been chequered in recent years. The company has changed hands a number of times, most recently moving from Ford to Tata Motors, the Indian conglomerate. During this change the company has seen a major revival and is now growing strongly in European, North American and Asian markets. Of the two component companies it is Land Rover which is producing the most impressive growth, but Jaguar has been gaining momentum with some of its newer models and it looks like the F-Type is likely to be a success judging by the quality of its automotive reviews so far.

Traditionally the Jaguar marque has been synonymous with comfort and luxury and has been aimed in the past at a discerning and usually older customer, with priorities being comfort over style. The company does have a long sports car heritage however and occasionally produces some sports models which turn out to huge successes. This model represents that change in direction in the target market for Jaguar as its fiery F-Type’s styling and powerful engines (a three liter V6 and a five liter V8) mean that the car is perhaps aimed at a younger and more style conscious type of consumer. Another indicator of this change has come from reviewers, who describe the suspension settings as very firm and the handling as sharp, which again hints at the plan to make this vehicle a serious sports car.

Jaguar Land Rover has proved itself to be a strong and stable business in spite of the economic downturn, with good sales results in both developing and developed markets. Despite some difficult years and some changes in ownership the company has managed to retain its traditional customer base and expand into new markets capitalizing on strong market trends. China, North America and Europe are the key markets. In China the company has been expanding strongly and is soon to begin producing vehicles in the country under a partnership with Chinese company Chery. Land Rover is the company’s strongest brand, but Jaguar is soon to release new models which have received rave reviews.

For more, please read our business case study Jaguar Land Rover: Providing remarkable growth throughout the economic downturn.

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