Motoring: Bold marketing manoeuvre by Jaguar supremos
JAGUAR’S XE has already proved a runaway success for the company but there’s always room for more sales.
To demonstrate its faith in its entry-level executive offering, Jaguar UK has announced a bold campaign offering car buyers the chance to pit the multi-award-winning saloon against its main rivals in a magazine-style road test.
More than 250 examples of the XE’s three main rivals (BMW 3 Series, Audi A4 and Mercedes C Class) are being delivered to Jaguar dealers around the country this weekend so that buyers can make direct comparisons.
Jeremy Hicks, Jaguar Land Rover UK’s managing director, said: “Our offer is simple: if you are interested in test driving a Jaguar XE, but are uncertain about how it will compare against its key rivals, then contact your local Jaguar retailer and arrange your own personal group test.
“It’s a bold move, never done before by a manufacturer in the UK, but the Jaguar XE speaks for itself. It is the best looking car in its class, appealing to the heart but with class-leading running costs that add up to a shrewd financial purchase.
“It’s a class leader across the key measures of efficiency, performance and cost of ownership and absolutely holds its own in the most hotly contested sector of the market against the most established players in the world. We know it, the critics know it, now it’s time for car buyers across the UK to know it – and crucially, experience it – for themselves.”
The award-winning car has played a crucial role in JLR’s record-breaking sales in 2016, with almost 30,000 XEs finding their way to new owners so far this year.
The XE is fast approaching its 50th award, and was shortlisted for the coveted European Car of the Year award.
While still a new car to many, Jaguar has not rested on its laurels since its launch last year and has already introduced a series of updates for the 2017 model.
The car now comes with key specification additions; including an all-wheel drive (AWD) system, which is available to order on the 2.0-litre Ingenium 180PS diesel variant.
The AWD system enhances vehicle dynamics and improves traction, while Adaptive Surface Response (AdSR) optimises the AWD system by changing the powertrain and Dynamic Stability Control system mapping according to the conditions.
The Wolverhampton-made Ingenium engines are said to make the XE the most efficient non-hybrid car in its class with fuel economy of up to 75mpg and CO2 emissions as low as 99g/km.
The 2017 model also comes with a state-of-the-art InControl Touch Pro infotainment system with a 10.2-inch tablet-style touchscreen. The system offers a Wi-Fi hotspot for up to eight devices, and is compatible with an Apple Watch app, that offers remote functions including fuel level check, lock and unlock, and even remote engine starts.
Prices start at £26,990 on-the road (OTR) and models can be configured to whatever specification is required.
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THE greatest car chase ever committed to film is undoubtedly the one featuring Steve McQueen at his iconic Ford Mustang in Bullitt.
The fast-cut scenes in the cramped streets of San Francisco as the detective is pursued by a menacing Dodge Charger live long in the memory.
The result was a marketing man’s dream as Mustangs were snapped up in their thousands by fans eager to look as cool as the film’s hero.
As the 1968 film proved, movie success sells cars so it’s not surprising that Ford has long been keen to have its cars featured in exciting situations – both on the big and small screen, and on both sides of the Atlantic.
With this is mind, the organisers of this year’s FordFest festival are trying to establish which Ford is the nation’s favourite.
And the choice is a lot bigger than you might think.
Bullitt aside, how about the tyre-screeching Consul 3000GT from The Sweeney, or Bodie’s flash Capri 3.0 from The Professionals? Then there’s Gene Hunt’s Mark Three Cortina from Life on Mars or the flashy Escort Cabriolet from Dempsey and Makepiece. If you hanker for a little action Stateside, then how about the Gran Torino that made Starsky and Hutch such a runaway success.
Fancy something a little more low-key, how about the high-flying Ford Anglia from the Harry Potter films that made the trip to Hogwarts look so amazing?
The outlandish pink Thunderbird adopted by Lady Penelope as her Fab 1 in the film version of kids classic, Thunderbirds might be another choice or even Del Boy’s ‘Pratmobile’ Capri when he looks to take a step up for the Reliant Regal van in Only Fools and Horses.
All will be revealed at the FordFest event at Santa Pod raceway on September 18.
The show will give fans a chance to see classics like the ones in their favourite shows, with everything from Anglias to Zodiacs, via Mondeos and Mustangs, on display.
Last year’s event attracted more than 170 car clubs and a similar response is expected this year.
Full details of the show together with how to vote for your favourite Ford are on the FordFest website.
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A 1973 Ferrari 246 Dino GTS first owned by the most formidable man in rock music, Led Zeppelin’s legendary manager Peter Grant, could fetch an eye-watering £400,000 when it goes under the hammer later this month.
Purchased at the height of the band’s success in 1973, the car then retailed for £6,620.39 plus delivery charges, number plates and road tax. Additionally, the car was optioned with non-standard non-metallic paint at £63.16 and leather upholstery at £210.93.
Auctioneer COYS is selling the car at its next sale at Fontwell House on Thursday (September 8). It has estimated the car’s current value at £350,000 to £400,000.
Ahead of the auction, COYS drove the Dino to 484 Kings Road in Chelsea, once the headquarters of Swan Song Records, the band’s record label.
Chris Routledge, CEO of COYS, said: “London is filled with mythical places reminding us of the city’s rock n’ roll and music legacy. Swan Song Records was Led Zeppelin’s own record label, overseen by Peter Grant and used by the band to promote its own products as well as sign new upcoming artists. It’s not hard to imagine Peter Grant driving the Dino around Chelsea and parking it outside the studio back in the day, before meeting with the band.
“The GTS has all the intrinsic qualities of the Dino 246, but offers in addition the extraordinary sensation of hearing the machinery come to life all around one. That is why it is not just a car with a sporting appearance; it is an authentic sports car through and through and, combined with its wonderful provenance and history would certainly grace any collection.”
Sixty other classic and sports cars will be going under the hammer, including a 2010 Lamborghini Reventon Roadster, estimated at £900,000 to £1,000,000, a 1975 Iso Lele Sport, estimated at £58,000 to £65,000 and a 1954 Aston Martin DB 2/4 Mark 1, estimated at £160,000 to £190,000.
