Jaguar dealers across the Middle East have begun their launch events for the new XK sports car but targets have already been exceeded for this year.
Marwan Halabi, General Manager Marketing for Jaguar Middle East said pre-launch publicity and the TV advertising campaign based on the 'Gorgeous' theme has been well received.
"Our original aspiration was to sell 200 units this year but all these models have already been sold before they even arrive in the Middle East. We've now achieved just over 200 customer orders, so we've effectively got a one year sell-out," added Halabi.
The 'Gorgeous' TV campaign currently running for the XK on pan Arab satellite TV channels is aimed at marketing Jaguar as a luxury brand rather than as a luxury car manufacturer. "It is taking a common message that we term as 'new fashion luxury' - luxury, but in a modern way. Our research has found that the new positioning is being recognized and liked," says Halabi
Jaguar wants the XK to appeal to the "young-at-heart" rather than to a more youthful demographic, although it does want younger people to aspire to owning the car. The video shown at launch events emphasizes the car's sporty driving dynamics, and one third of the UK orders specify a modern aluminium interior trim, rather than the wood traditionally associated with Jaguars.
Recently voted as the ‘The Most Exciting Car to be launched in 2006’ by What Car magazine, the new XK is available as Coupe and Convertible with latest generation 4.2-litre V8 Jaguar developing 300bhp. Reaching 60mph from standstill in 5.9 seconds, the car completes a quarter mile sprint in 14.4 seconds – less than half a second off the pace of the previous 400bhp supercharged model. It’s 90 per cent stiffer and 180kg lighter than key rivals.
© 2006 Al Bawaba (www.albawaba.com)
