Success of XKR-S and XJ Ultimate paves the way for more limited-run, high-power models
Jim Holder
11 September 2012

Jaguar will offer more extreme and more luxurious versions of its products as part of its expansion plans, global brand director Adrian Hallmark confirmed.

The move follows the sales success of £100,000-plus models such as the XKR-S, the most powerful mass-produced Jaguar ever, and the XJ Ultimate edition, with its highly opulent cabin. More modest upgrades, such as Speed Pack styling for the XF, have also been a success, particularly in Russia and China.

“It’s clear from our research that Jaguar has a strong enough brand name to participate in more of this sort of business,” said Hallmark. “We’ve proven that we can build £100,000-plus cars that sell, and these projects are one way of pushing the brand further upmarket.”

Hallmark wouldn’t give specifics, but emphasised that creating higher-priced cars was a prerequisite to expansion into new areas like the mooted small saloon and crossover.

“Whatever we do must expand the brand and protect the brand,” he said. “We must push what we have into the areas where we can gain sales and then look at what else is out there.”

Our Verdict

Jaguar XK

A smooth, svelte all-rounder of a grand tourer, which can equally cosset and thrill in equal measure when called upon

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11 September 2012

You can start by not forgetting your home market, and give us 4wd XF's saloons and estates in the UK, Audi sell enough Quattros over here to prove they will sell, oh and a new X Type,  the high price luxury items are all well and good, but you need the bread and butter models to sell well enough to allow it.

11 September 2012

Jaguar needs to get the aluminium 3 series car into production. They are losing millions upon millions of revenue by not having this model.

The cross over is interesting but they have Range Rover and Land Rover for this market.


11 September 2012

What Jag needs is a 3 series / C class / A4 competitor. Badly!

11 September 2012

I think Jag is doing a fantastic job right now.  First off I love ALL of their models, I would certainly buy an XJ over a Merc S class, A8, and 7 series BMW.  And I would also buy an XF over a Merc E class, A6, 5 series, and Panamera.  Thats saying a LOT, because just a few years ago I wouldn't have gone near a Jag.  The only thing that has Jag at a big disadvantage to the Germans is the lack of AWD option, and they are fixing that.  If I'm reading this article correctly than they are possibly considering some kind of production supercar, and I think they should go for it.  I won't be able to afford it but I'd love to see what they come up with...

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