Fleet News

Jaguar keeps faith in policy

Taking the opposite approach to other premium manufacturers by ignoring volume sales was a “ballsy decision” that will pay dividends for the Jaguar brand, its UK managing director Geoff Cousins has claimed.

Speaking at the launch of the 2008 XJ, Mr Cousins said the firm’s new Premium Niche strategy, which he claims requires the firm to “think more like Porsche and less like BMW” and sell fewer cars but at a higher profit, was helping to shore up residual values across the range.

So far this year, Jaguar has only sold 3,600 units in fleet, about half of its total sales, compared to Audi’s 22,000. The XJ saw sales climb last year from 2005’s 1,800 figure to 2,300.

  • 2008 XJ TDVi first drive – in Roadtests on Thursday.
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