MARKET Jaguar competes solely in the premium car market which is predominantly associated with prestige European manufacturers. This segment of the market has steadily increased market share over the past few years as consumers trade up from volume into premium branded products. Up until 1999, Jaguar was a niche manufacturer competing only in the Large Premium Saloon and Sports sectors with the XJ and XK series respectively. Its growth as a company has come primarily with the recent addition of new model lines – the S-Type and the X-Type – which allow Jaguar to compete in the higher volume Medium and Compact sectors. The Jaguar brand continues to grow from strength to strength. The Regional office in Dubai is responsible for the marketing activity of the brand and for supporting the importing dealers in eleven markets across the Middle East and North Africa. Jaguar has witnessed a 24.4 per cent increase in sales in the Gulf during 2003 The UAE and Kuwait remain the strongest markets in the region in terms of sales volume, with the UAE in total marginally ahead of Kuwait. Significant increases have also been reported in Saudi Arabia
and Lebanon. The rich heritage and supreme luxury of the Jaguar brand continues to foster its appeal in the region and the recent launch of the seventh generation XJ flagship model during the year has resulted in regional sales growth for the model of a phenomenal 65 per cent.
ACHIEVEMENTS Jaguar has won numerous awards and accolades worldwide in recent years across each of its model lines – some of the most recent being when the flagship XJ model was voted “The Best Luxury Car” by the Scottish Car of the Year Awards and “The Most Satisfying Car to Own” by the BBC’s Top Gear programme. Earlier in 2003, in a series of head-to-head tests organized by Autocar, the authorative U.K. motoring magazine, the Jaguar S-Type beat the new BWM 5-Series and the Mercedes E320. Jaguar has also won prestigious industry awards for vehicle design and manufacturing best practice and, in 2002, it won the Green Apple Award for Environmental Best Practice for its water monitoring system at the Browns Lane Plant, Coventry.
HISTORY The current Jaguar range has a heritage which includes some of the most famous cars in 62
SUPERBRANDS
motoring history. Designs like the XK120, the E-Type and the Mark ll saloon established a reputation for power and performance, but above all, it is their sensuous styling which has set Jaguar’s cars apart. Always long, low and elegant to emphasise their sporting character, this design philosophy remains essential to the marque. It was established very early on by Jaguar’s founder, William Lyons. Knighted in 1956 for his services to the automotive industry, he led the company for almost 50 years. Sir William is the most important figure in Jaguar’s history and his legacy is still felt profoundly today. In 1922 William Lyons started the Swallow Sidecar Company in Blackpool, Lancashire with his friend William Walmsley. They were both motorcycle enthusiasts and as soon as Lyons had reached his 21st birthday, the partners borrowed 1000 pounds from their parents to rent a small factory. They were soon producing distinctive aluminium sidecars for a booming market. From the start, Lyons showed his flair for line and style and by 1927 he had moved on to motor cars, designing his own coachwork for an existing chassis. The Austin Seven Swallow – a two-seater sports car – was soon followed by designs based on other manufacturers. The business grew quickly and in 1928 it relocated to Coventry; the heartland of the British motor industry. Jaguar’s headquarters is still in the city today. In 1931 Swallow Sidecars introduced its first car under the SS brand name and soon Lyons was producing a whole range of new models. In a country gripped by economic depression, the cars were very popular because, as well as being stylish and fast, they also represented exceptional value for money. The SS Jaguar of 1935 was the first to bear the name that the company would use exclusively after World War ll. As well as being a skilled stylist, Lyons was highly aware of the power of advertising and publicity. He chose ‘Jaguar’ because it represented power and grace and in the 1930s, he entered cars in international rallies to ensure that
the company had a high profile. This thinking was continued after the war when XK120s, followed by C-Types and D-Types, dominated sports car racing. Jaguar won the Le Mans 24-hour endurance race five times in the 1950s. William Walmsley left the company in 1935 and from then on, until the 1960s, Lyons remained at the helm. In the post war years Jaguar became a major U.K. exporter – especially to the all important North American market – and it acquired an increasingly glamorous image as the so-called ‘Car of the Stars’. Clark Gable, Tony Curtis and Frank Sinatra became enthusiasts of the marque together with many of their Hollywood contemporaries. By the 1960s, however, Sir William had decided that Jaguar would be too small a company to survive in an industry becoming increasingly dominated by the large mass producers.
He took Jaguar into a merger with the British Motor Corporation which subsequently became British Leyland. The XJ6 saloon introduced in 1968 was Lyon’s crowning achievement but Jaguar’s reputation suffered under British Leyland and it wasn’t until 1984 that the company regained its independence. Even then there were successive fuel crises to contend with and Jaguar needed the protection offered by the Ford Motor Company when it acquired the marque in 1989. Considerable investment in capital equipment and the adoption of new working practices saw quality and productivity improve markedly in the early 1990s. This paved the way for the current Jaguar range, starting with a new XJ saloon and then the introduction of the XK sports car. In 1999, Jaguar launched its first entirely new model for three decades – the S-Type medium size sporting saloon – and this was followed in 2001 by the addition of the X-Type compact saloon range. Jaguar is now once again a major force in the premium car market.
PRODUCT Jaguar competes across the Premium and Sports car markets with a four car line-up. All models feature an advanced Jaguar (AJ) engine in a V6 or V8 configuration. The flagship of the range is the new all-aluminium design XJR which has won accolades from all over the world for its design, style and sheer performance. William Lyons’ first sidecar used the same material and for the same reason – its exceptional lightness and strength. The elegant syling is distinctly Jaguar and “under the skin”, the car benefits from a new air suspension system and new technological features to enhance safety, convenience and enjoyment. It also receives new engines ranging from a 3.0 litre V6 up to a 4.2 liter supercharged V8. The Jaguar range consists of four distinct models: Jaguar X-Type, S-Type, XK Coupe and the XJ flagship. Each model has its own styling, personality and presence. Beneath the graceful stylish bodywork lies fine engineering offering exceptional levels of power with luxurious and comfortable interiors to ensure that when you own and drive a Jaguar, you enter a new world.
RECENT DEVELOPMENTS The new X-Type Estate: Mirroring the X-Type saloon, the availability of permanent all-wheel drive allied to a choice of powerful V6 petrol engines is complemented by the new 2.0 liter diesel engine announced in June 2003. In all cases the new Estate builds on the craftsmanship, style and technological leadership of the X-Type saloon with exclusive detailing and numerous intelligent features including integral roof rails and a rear screen that opens independently of the tailgate. Jaguar’s latest concept car, the RD6 luxury Coupe was revealed at the Frankfurt Motor Show this year. Powerful, sporty and aesthetic in its design and looks, the new RD-6 truly defines Jaguar’s vision of the future. The RD-6 showcases the latest technology in
lightweight vehicle structure, as pioneered in the all-new XJ flagship model. The RD-6 weighs just 1500kg and has the potent new bi-turbo, common rail V6 diesel engine. With a 2.7 litre engine, horsepower in excess of 230bhp and a massive 500Nm of torque, the V6 diesel engine endows the RD-6 with the pace to match its looks and R-performance rating. The RD-6 is a true four-seater compact Coupe that has all the road presence as well as all that a Jaguar vehicle embodies in that the RD-6 represents the pure, sensuous and sporting design matched with the impeccable performance that is featured in all new Jaguars. The RD-6 is not intended for production but it embodies themes and ideas that may find their way into future Jaguars.
PROMOTION It was the desirability of the cars and the loyalty of customers which kept Jaguar alive during difficult times in its history but in the 1990s, the company set about building foundations for the future. In design and manufacture, what are called “the rational reasons for purchase” - like durability and reliability - became the priority. Today Jaguar can justly claim to be totally competitive on this basis, the Jaguar XJ comes with a five year manufacturer’s warranty, whilst retaining its emotional appeal. These twin pillars form the basis of Jaguar’s promotional activity when promoting brand awareness. In the Middle East, Jaguar have a rich programme of sponsoring events and promotions and tend to look for long term relationships rather than one off events. Amongst these long term relationships are the Dubai World Cup, Dubai Tennis Championship and the Jaguar Golf Championship. The Dubai Airshow 2003 saw a strong participation by Jaguar as did the marques presence at the annual Dubai International Motorshow.
2003 was a particularly busy year for Jaguar with the launching of the all new Jaguar XJ range which has taken the motoring industry by storm.
BRAND VALUES The template for the marque was set down by Jaguar’s founder - Sir William Lyons – “Grace, Space and Pace”. He also positioned Jaguar as a brand that people could genuinely aspire to own. Distinctive styling and refined, powerful performance lie at the heart of the brand’s appeal. The famous leaping Jaguar symbol expresses these dynamic qualities together with a sense of assured agility and control. The use of wood and leather to create contemporary, luxurious interior design is another Jaguar trademark. Traditional craft skills feature alongside the relevant modern technology that enhances driving safety and enjoyment. Most importantly, today’s Jaguars also enjoy an excellent reputation for product quality.
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Things you didn’t know about
Jaguar
The Jaguar brand is 83 years old. Saad & Trad in Lebanon is the longest serving Jaguar importer in the world. They have been selling Jaguar cars for 54 years. The XJR is the quickest model in the Jaguar range. It launches from 0-100km/h in just 5.3 seconds and has a top speed of 250km/h. September 2003 was the best month ever in the 83-year history of the company. The new XJ flagship is the most advanced production car Jaguar ever built. It has an aluminium monocoque body, resulting in the car being 40% lighter and 60% stiffer.