During an interview with Adrian Hallmark at the Frankfurt motor show last week, I asked Jaguar’s brand director whether he was concerned by reports that young people appeared to be less interested in cars, chiefly because they couldn’t afford to buy or run them.
In the main, Jaguar’s current product range appeals to buyers in the more mature categories. The average age of the XJ buyer is about 58, says Hallmark, and the XF’s buyers average out at around 54. There’s a fairly straightforward explanation: Jaguar makes premium vehicles that are, by and large, not affordable to lower age groups.
However, with the manufacturer planning to introduce a range of products that should appeal to younger buyers, such as the forthcoming sports saloon and proposed SUV, I was interested to know whether he was worried about where the Jaguar owners of tomorrow would come from.
In light of the informed debate sparked by Jay Nagley’s article on the subject, it seems relevant to share his response.
“I worry a little bit about the industry talking itself down,” Hallmark said. “I’m more inspired today about the future of our industry than I have been for the past 20 years.