Jaguar XE built for vital conquest
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The all-new Jaguar XE sedan, which is being launched to the international media in Spain this week, is expected to attract up to a 95 per cent conquest rate – that is, new buyers to British luxury brand.
“It’s the first time, certainly for many years, that Jaguar has had an entrant in this segment, so we’re talking to a whole new group of consumers that have never been able to afford a Jaguar, therefore consider a Jaguar," said the company's global PR director Richard Agnew.
“We’re looking at people 35-45 in age – up and coming and aspiring managers who will now be able to consider a Jaguar." The success of this car isn’t just important (given the billions of pounds Sterling Indian-based owner Tata continues to pour into the JLR Group (rumoured to be 3.5 billion each year) – it's fundamentally critical to the brand’s ongoing survival.
In the last five years, Jaguar has placed within the top-five spots in the J.D. Power Quality and Ownership surveys – even beating off the likes of Lexus on occasion. The XE is, quite clearly, the most important Jaguar in years, and one that is charged with forging a sustainable future for the 80-year-old brand. But it won’t be easy. The XE will go up against the formidable German luxury trio comprising the Audi A4, BMW 3 Series and Mercedes-Benz C-Class.
There’s also a new range of highly efficient ‘Ingenium’ turbocharged petrol and diesel engines, designed and developed in-house. The XE is also the lightest, stiffest and most aerodynamic Jaguar sedan ever built – with a Cd 0.26. It’s also the first Jaguar to get Electric Power Assisted Steering (EPAS), which Jaguar says has been tuned to deliver the same kind of feel as previous hydraulic systems.
Complete pricing and specifications haven’t yet been announced, though according to JLR Australia’s general manager of communications and marketing Tim Krieger, the XE will be “very, very, competitive and offer a compelling proposition against rival brands”.