Jag one while you can
The new Jaguars will cost more than double, writes PAULGOVER
BUYING a new Jaguar in Australia is about to get a lot more expensive. More than double, in fact. The jump will come at the end of the year when today’s startingprice Jaguar, the X-Type, dies.
The move means the cheapest Jaguar will be the XF V6, from $108,350, against a 2.1-litre X-Type around $50,000.
The head of Jaguar Land Rover Australia, David Blackhall, says: ‘‘You are not going to get a $49,990 driveway X-Type for much longer. It’s just one of those things.’’
The X-Type is being killed despite strong sales around the world including Australia — where it sometimes makes up as much as half the numbers — as Jaguar clears space to reintroduce a sports car that will revive the spirit of the 1960s E-Type.
It also helps that the X-Type was really only ever a Ford Mondeo clone with a Jaguar’s leaping cat on the bonnet.
‘‘It has worked for us. In terms of the image, I’m not sure it damaged us dramatically,’’ Blackhall says.
‘‘They saw it as truly a Jaguar. Many of the owners felt they truly got their hands on a Jaguar.
‘‘It’s been somewhere between 30 and 40 per cent of the sale volume. To sum everything up, it’s worked for us.’’
The X-Type was an introduction to Jaguar in many countries, but Blackhall says it worked at the opposite end of the scale Australia.
‘‘It’s a self-reward for someone coming out of their mortgage. They are going to retire and buy their life’s dream,’’ he says.
‘‘The average age skews higher than the XF. The XF is around 49 and the X-Type is in the 60s.
‘‘Our sales pattern shows it has brought people to the brand. But I don’t see a lot of those people buying the next Jag and the next Jag and the next Jag.’’
Blackhall is trying to get extra supplies before production ends.
‘‘We’ve known for a long time the X-Type would fade away. And now it’s happening,’’ he says.
‘‘We’re basically out of stock. The earliest production we can get now is September and we have about 100 coming. If we could get our hands on 300 that would be great, and that’s what we’re hoping for.’’
Blackhall says Jaguar will now shift focus to the XF in Australia, as well as laying the groundwork for the new XJ flagship.
‘‘XF will be the beginning car and it’s going to be about $109,000 and we don’t expect that to change a lot,’’ he says.
‘‘The reality is that when the new XJ comes along we’ll have a franchise heading more towards Bentley than BMW. We have to manage that transition.’’
There is no plan for a successor to the X-Type and Blackhall believes a born-again E-Type sports car is much more likely.
‘‘There is a lot of internal discussion and debate. I’ll say this, that the idea of another traditional three-box sedan is not that appealing,’’ he says.
‘‘Why wouldn’t we do something more interesting?’’