Jaguar XF – the sales success

Sales of Jaguar’s XF continue to power forward with sales up 63% year on year.

When the Jaguar XF was launched it was a good car. In fact it was probably the most credible car Jaguar had built in a generation (or two). Stylish and contemporary but with enough inherent Jaguar-ness to to please the die -hard Jaguar loyalists.

At launch the XF pretty much had the measure of the German competition. But not quite. But that ‘Not Quite’ situation didn’t last long as Jaguar updated the XF with new engines. And they’ve transformed the XF from a good car to a great car.

The 3.0 litre diesel V6 the XF now sports is an absolutely cracking engine. Torquey (as you would expect from a diesel), economical (it averages 42mpg) and powerful. It will crack the 0-60mph in 6.5 seconds and on up to a top speed of 15omph. The only question is why Jaguar bothers with the 3.0 litre V6 petrol anymore.

But it’s the halo of the XF range that is most remarkable. When we did a review of the Jaguar XFR back in the Summer we came away deeply impressed. Not only did we feel the XFR had the measure of the German super-saloon competition – the E63, M5 and RS6 – but it is a more complete package. It manages menacing, snarling supercar-eating saloon with just a twitch of the right foot, but is equally at home poodling around town. A huge achievement.

And these improvements to the XF have made it a huge sales success story for Jaguar. December saw sales of the XF up 63% year on year. 19,000 XFs have been sold in the UK in the last two years. But probably most appealing to Jaguar is that 60% of XF owners are new to Jaguar.

If Jaguar can achieve half as much with the new XJ when that hits the roads this year they are going to be very happy bunnies.