Jaguar is now entering the third stage of three in its growth strategy according to global brand director Adrian Hallmark, a phase that includes new models and replacements for its existing line-up.
The second step was increasing the appeal of these models with downsized powertrains, all-wheel drive and different bodystyles, a stage that’s now complete.
Phase three said Hallmark was to “replace nameplates and to add to them. The F-type is the first not the last”. Hallmark would not be drawn on specific future models or bodystyles, but admitted “lower segments are where we’ve got to go”.
“We’re in the eye of a positive storm at the moment,” he said in reference to recent drivetrain and bodystle additions to the XF and XJ line-ups. “We’ll be exiting the eye of the storm over the next six months, and we have to deliver tens of thousands more cars.”
Jaguar sales were around 50,000 units last year, and it only covered 25 per cent of the premium market with its line-up. Hallmark said that, with new four-cylinder petrol and diesel engines, a new 3.0-litre V6 petrol engine with all-wheel drive optional, the XF Sportbrake and the F-type, its market coverage was now up to 48 per cent. A second shift has been added to Castle Bromwich to cope with the added demand.
“This won’t quite double sales, but it shows the scale of potential [with its existing models]”, he added. “It takes five years minimum for a ground-up new product, so we’ve looked at what we can do to fill the massive gaps in our existing line-ups.