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Jaguar wants to double sales using F-Type halo effect

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The most powerful Jaguar sports car for a generation is unleashed today as the car-maker seeks to make a quantum leap in sales.

Ambitious Jaguar boss Adrian Hallmark hopes the F-Type will help Jaguar sales more than double within a few years.

As spiritual successor to the E-Type of the 1960s, the new sports car, costing from £58,500 to £79,950, will be the trail-blazer for this stellar performance.

Gloves are off: Adrian Hallmark said: 'With the F-Type, we¿re back with a vengeance'

But it is a forthcoming ‘baby-Jaguar’ saloon – a rival to BMW’s 3-series – which will really drive the massive expansion.

And though Hallmark declines to discuss in detail ‘potential future products’, it is, in truth, this more volume-led luxury saloon on which Jaguar is betting the house.

I joined Hallmark in Northern Spain – on the road, on the race-track and, after a hard day’s driving, over dinner – for the first global test-drive of the stunning British-built F-Type roadster, which is leading his company’s charge for growth.

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He hopes the two-seater sports car will help his firm make even more noise than the crackling crescendo of the F-Type’s specially tuned exhausts.

 

He concedes that the F-Type itself will not sell huge volumes – probably around 7,000 a year, or 10pc of the world market for that type of niche vehicle. But it was never meant to. He is betting the impact, or ‘halo effect’, it will have on buyers of all of Jaguar cars will be huge.

Hallmark said: ‘Jaguar Land Rover’s aspiration is to be the fourth premium car company in the world.

‘To do that, Jaguar needs to pull its weight. We need to multiply volumes over the next few years.’

With Jaguar sales last year at under 60,000, but on track for 70,000 this year, he says: ‘I am talking multiples – not percentage increases. We’ve already seen increases of up to 30 per cent. But we need multiples.’

That’s a doubling or more with Jaguar sales alone of around 150,000 or higher.

Last year, total Jaguar Land Rover’s total sales topped 357,773 vehicles, up 30 per cent, and it recently clocked up record monthly sales.

It adds to the perception that the UK motor industry is bucking the gloomy economic trend at home and abroad, with the Society of Motor Manufacturers and Traders just reporting an increase in sales of nearly 6 per cent – an encouraging sign consumer confidence may be returning.

As to Hallmark, he stressed: ‘The importance of a sports car to Jaguar is paramount. We [Jaguar] defined the sports car segment for 30 years. Then we walked away from it.

 

‘With the F-Type, we’re back with a vengeance. F-Type has an emotional value that far exceeds its sales volumes.

‘It resonates. Even German rivals say F-Type is a worthy competitor.

‘For Jaguar, it is the essence of the brand. With it, Jaguar makes sense.

‘Without it, Jaguar is simply not Jaguar. It is highly valuable in creating awareness of the Jaguar brand.’

Pressed on the ‘baby Jaguar’ project, he said: ‘If we do go into a segment below XF, we still have to create a Jaguar. It has to have Jaguar DNA.’

He said: ‘The F-Type will get us onto the radar. But it will still take us years to make up the lost ground.’

Jaguar Land Rover is owned by Indian industrial giant TATA which bought it from Ford for £1.2billion.

After a wobbly start it is now expanding rapidly and employs 25,000 people in the UK with factories at Castle Bromwich and Solihull in Birmingham, Halewood on Merseyside, as well as design and engineering centres in Coventry and at Gaydon in Warwickshire.

Hallmark said that TATA, which is this year investing more than £2.5billion in JLR was ‘empowering’ adding: ‘It’s more than just giving us our head. We are generating in profit more than they paid to buy us.’

As part of its global ambitions it is manufacturing in India, with China and Saudi Arabia to follow.

Wolverhampton-born Hallmark, 50, who studied metallurgy and manufacturing production, has been in his current post since December 2012.

Married with two children, he lives near Oxford and counts cycling, ski-ing, motor cycle trials-bikes among his hobbies but stays loyal to the brand, driving a top of the range Jaguar XJ all-wheel drive and two Land Rover Defenders.

If Hallmark can now steer Jaguar with anything like the handling, power, performance and finesse of the new F-Type, he’ll be onto a winner.

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