Even though the local newspapers are full of stories about the Chinese economy slowing down, it’s by far and away the world’s biggest luxury car market.
It’s fair to say too that Jaguar has been slower than some to take full advantage. But it’s now coming out all guns blazing: selling a lot more cars, recruiting dealers and, crucially, it will be making XFs here by the end of the year – a must to get round the punitive import taxes.
This evening in a venue in the Chaoyang district of Beijing I witnessed part of the sales assault. The room was packed with dealers, prospective customers and the Chinese media. What we all watched was a 90-minute show designed to showcase the Jaguar brand.