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The new Jaguar XF sedan was unveiled in Auckland yesterday, priced to compete in a new-vehicle market full of confidence, despite the effect of a tighter economy in other sectors.
Sales last month of new cars (5551) were up 13.6 per cent and new commercials (2022) up 16.8 per cent on a year ago.
"This was the best April for commercials for 26 years and the best April for new cars since 1990," said Motor Industry Association chief executive Perry Kerr.
"The first four months of the year have produced 5.8 per cent more new car sales than the same period last year. The increase for commercial sales is 10.7 per cent."
Toyota continued to lead the market for cars and commercials but the surprise was second-placed Hyundai, boosted by its new i30 hatchback.
Corolla continues as the country's favourite new car, although Commodore took the honours for April.
The Jaguar XF enters a luxury market dominated so far this year by Audi and BMW, with sales of about 650 units between them.
Jaguar NZ managing director Wallis Dumper said he kept the price of the four-model range secret from customers and dealers until yesterday as a "vote of thanks to the many customers who pre-ordered cars". The 2.7-litre V6 turbodiesel and the 3-litre V6 petrol unit are $114,990. The naturally aspirated 4.2-litre V8 is $139,990 and the supercharged version of the engine is $169,990.
"The comparative pricing to other markets is favourable and signifies a leading position against the competitive set of the XF in New Zealand," said Dumper.
"This is the beginning of a 'no haggle' price philosophy for Jaguar . Customers need not fear there will be different prices from customer to customer or region to region.
"Ultimately, as the new Jaguars arrive here, this pricing philosophy will deliver rewards for customers with better residual values and less depreciation over time."
The XF represents a departure from traditional Jaguar design, where styling cues from classic Jaguars of the 1960s influenced the retro look. It is a four-door with coupe-like cues, a design trend started by the Mercedes-Benz CLS.
The future of Jaguar largely hangs on the success of the XF.
The marque has struggled for many years, its woes blamed on a poorly conceived plan to become a large-volume rival for Mercedes-Benz, BMW and Audi.
Now it aims to become a specialised low volume-maker, producing about 100,000 premium sedans and sports cars a year.
The Jaguar two-door XK is the first step in that direction. The XF is the next.
Jaguar design director Ian Callum says: "Jaguars should be perceived as cool cars and cool cars attract interesting, edgy people."
