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Discussion Starter · #1 ·
The car registration statistics for November was published recently. They sold 3 Jaguars in Denmark in November, bringing the total for 2011 up to 28 (another source says 29). That's a very small number. Normally Jaguar sells 50-55 cars a year in Denmark. A few years ago, when the cheaper X- and S-types were new, the sold up to 110 cars a year. Most cars in that price range are sold as company cars. If taxation rules change, and they often do, that really influences the sale of Jaguars. The dealer says, they hardly sell any Jaguars to private persons.

Of the 28 Jaguars sold this year, 18 are XF's. Then there are 5 XJ's, 2 XK's, 1 XJ8, 1 S-type and 1 unspecified. Those are the statistics of new registrations. I don't know, how older models can figure there. Perhaps they are private imports of used cars.

Jaguar sold 2 XF's in November, and one was mine. You can see, that Jaguars are quite rare here in Denmark. There was a recent article in the newspaper about my dealer (who is also importing Jaguars). They even mentioned, that I had bought a Jaguar BTW. Small country ;-) The dealer said, they hoped to sell 65 Jaguars this year. They'll have a busy december, if they are going to reach that number. I saw 6 MY2012 XF's in the harbour in November. Mine arrived in another shipment the week before, but I don't know, if it was alone. Never the less, there must be a few MY2012 XF's at the dealer's ready to be sold.
 

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Isn't it simply a case of previous model Jags were cheaper and therefore more readily accessible? The starting price of the Jaguar XF is a lot higher and that is always going to put people off, especially in the current climate?

110 cars a few years ago to 28 this year is not good but it isn't surprising surely?
 

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Discussion Starter · #3 ·
Of course the cheaper models were important. That's why I mentioned them. But that's not the only reason. The dealer has told us, how much the tax laws affect sales. Remember, my father has been driving Jaguars since the sixties. There is only one dealer in Denmark, so we know him very well. My oldest son, my father and I have often been to car shows and presentations of new Jaguars. So my family has often talked to the dealer (or actually changing sales people through the years), and we have of course also talked about the sales, and which factors affect sales. Naturally, the ongoing crisis doesn't help sales either.

Still Jaguar sold 55 cars in Denmark each of the two recent years, so 28 this year is a big reduction in sales. I thought, people were perhaps waiting for the facelift XF or the 2.2. That doesn't seem to be the case. Perhaps they are waiting for another importer, who begins next year. It's the importer of Land Rover, who has several dealerships around the country. The old importer and dealer continues until March 2013, when their contract is going to expire.
 
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Do you have the statistics for the number of Audi A5/6 or BMW 5 series sold this year....and if so...were more or less cars sold last year than this year?
 

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Discussion Starter · #5 ·
Do you have the statistics for the number of Audi A5/6 or BMW 5 series sold this year....and if so...were more or less cars sold last year than this year?
I'll try. My son told me to include the Mercedes E-class. They are very popular as taxis, so they sell very well. I hope this table works:


New cars sold in Denmark...2010.......2011 (Jan-Nov)
Audi A5.....................369........303
Audi A6.....................447........583
BMW 500.....................821........770
Jaguar XF....................38.........18
Mercedes E class..........1,030........893
 

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There is no mystery to the numbers. The same is happening in every mature market. Jaguar sales are heading down by large percentages, in the face of strong competition. All the cars in the table above, the BMW 5 and A6 are brand new (body and engine), the E-class is newly refreshed with new engines throwout, etc, the A5 got a refresh with new engines. The 2011 XF is getting old, its basically the same car since 2008, though it got new engines in 09. The XK is the same since late 06. The XJ is 18 months old and is selling worldwide at less than half the rate the old XJ used to sell 18months into its release.

Jaguar needs both new models and improvements to the current models to recover. It has nothing to do with the economy. Luxury car makers are all breaking sales records. It has to do with lack of fresh product and poor marketing and sales execution - poor financing options, no winning presence in motor-sports.

It is really quite sad that under Tata, Jaguar is not capitalizing in the record sales (by volume and $$$) in the history of premium cars. Quite concerned for the brand.
 

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Discussion Starter · #7 ·
There is no mystery to the numbers. The same is happening in every mature market. Jaguar sales are heading down by large percentages, in the face of strong competition. All the cars in the table above, the BMW 5 and A6 are brand new (body and engine), the E-class is newly refreshed with new engines throwout, etc, the A5 got a refresh with new engines. The 2011 XF is getting old, its basically the same car since 2008, though it got new engines in 09. The XK is the same since late 06. The XJ is 18 months old and is selling worldwide at less than half the rate the old XJ used to sell 18months into its release.
It's amazing, how fast time passes. IIRC the XF was presented in 2008 as a MY2009. Is that really considered old already?

Jaguar needs both new models and improvements to the current models to recover. It has nothing to do with the economy. Luxury car makers are all breaking sales records. It has to do with lack of fresh product and poor marketing and sales execution - poor financing options, no winning presence in motor-sports.
I read not long ago, that the problem is, that there are many more choises in the luxury segment. In the good old days, the people who could afford an expensive car were businessmen or higher public servants. They would prefer a saloon og even a limousine, and they often wanted to be driven buy a chauffeur.
These days the rich people are young computer geeks or the like. The don't want a boring old saloon or a limousine. And they certainly don't want a chauffeur. Now they can afford the Ferrari, they always dreamed about as children, they certainly want to drive it themselves. If they don't want a sports car, they want some four-wheel drive thing like a Porsche Cayenne.
On top of that, there are also more brands competing in the luxury segment. Even Audi is quite new there, and then there is Lexus, Infinity etc. And the other brands broaden their product line. Sports car makers like Porsche now also make SUV's and saloons.

It is really quite sad that under Tata, Jaguar is not capitalizing in the record sales (by volume and $$$) in the history of premium cars. Quite concerned for the brand.
And no-one is safe. SAAB has just closed down definitely. I think, that it's more than obvious, and has been for years, that Jaguar doesn't have much money. I have been to the auto saloon in Frankfurt twice. Audi, BMW and especially Mercedes are showing a lot of projects, they are working on. They are developing night vision, auto-braking, new lighting technologies, environmetally friendly cars and a lot of other things. What does Jaguar have? A gear lever, that comes up from the center console, and which has to be turned. Oh, and the ventilation grills turn around, when you start the car. Those things look great, but we can all agree, that they don't really move automotive technology forward. You can also see, how hard it is for Jaguar to get low consumption and pollution from the cars. Jaguar's driveline just isn't cutting edge.
But Jaguar has some very talented people. They can really do things about the feel of the car, the roadholding and such. And the look of course. I think they are doing a great job with the new models for what must be a quite limited budget. If we don't support them, they will never catch up. I read here, that Jaguar will start building a new engine plant. Hopefully, they will be able to make some more modern engines with low consumption and pollution.
Oh dear, this became a rather long post. Merry christmas to all.
 

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What does Jaguar have? A gear lever, that comes up from the center console, and which has to be turned. Oh, and the ventilation grills turn around, when you start the car. Those things look great, but we can all agree, that they don't really move automotive technology forward. You can also see, how hard it is for Jaguar to get low consumption and pollution from the cars. Jaguar's driveline just isn't cutting edge.
Not all the innovative work done by Jaguar , Electric - Green technology, is obvious but it is going on beyond the gear lever, that comes up from the center console and the ventilation grills :)


“We have around 3,500 engineers working in the UK and invest over £1 billion per year in engineering, research and development. We will be filing for registration of more than 100 patents per year for our developments and many of our specialists are global leaders in their fields. We work with over 40 academic institutions, as well as with Government, in the pursuit of new scientific and technological solutions to improve the performance and efficiency of our cars and manufacturing processes."
More on this Here
 
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I'll try. My son told me to include the Mercedes E-class. They are very popular as taxis, so they sell very well. I hope this table works:


New cars sold in Denmark...2010.......2011 (Jan-Nov)
Audi A5.....................369........303
Audi A6.....................447........583
BMW 500.....................821........770
Jaguar XF....................38.........18
Mercedes E class..........1,030........893
Umm...not good...in fact the figures are frighteningly bad when compared to it`s comppetitors.....The sales figures sadden me because having driven the latest BMW`s and Audi`s the XF imo is a better drive.....Even BMW and Audi fans who have driven the XF like the car(check out the relevant forums).

One observation I`v noticed reading other forums is the younger customers with a bit of cash to spend on a new car are really into their technology....they want the latest all singing and dancing Sat Nav`s with google maps etc...etc.....Another observation is the perceived unreliability of Jags....which makes me laugh because BMW and Audi forums are full of threads complaining about reliability/fit/finish etc..etc....Infact they are no different to this forum...So the reality is that the competing cars are as reliable as each other.....but the perception is that Jaguars are more likely to give you grief....when the stats tell a different story.
 

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Discussion Starter · #10 ·
Not all the innovative work done by Jaguar , Electric - Green technology, is obvious but it is going on beyond the gear lever, that comes up from the center console and the ventilation grills :)


More on this Here
I know, there is more to it than just the visible stuff. Still, I can read, that e.g. BMW's have better MPG and pollute less. That tells me, that Jaguar is a little behind the competitors in some fields. Jaguar is also doing very well in other fields. I'm not criticizing. I really like Jaguar, and I wouldn't dream of driving one of the German competitors. I'm just not blind to reality.
Those are some impressive numbers, you quote. 3,500 engineers! Does it really take that many people to construct the very small model lineup, that Jaguar has? It makes the future seem brighter for Jaguar. It's very important to invest in R&D. Jaguar has just recently been rescued by Tata. Even if they started to develop new cars and new technology at once, it takes years before we see those products on the roads. Let's hope for a bright future for our preferred make of cars.
 

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It has nothing to do with the economy.
Couldn't disagree more, to say it has nothing to do with it is nonsense but I agree it isn't the only factor. Increased competitor sales could also be because in this climate the XF is out of their price range and has therefore opted for a cheaper car. Add that to that fact that just because competitor sales have increased (in some areas) does not mean they haven't been affected by the economy as their sales MAY have been higher. I think it is fair to say that Jaguar hasn't faired as well during the economic climate as some of it's competitors, why? could be multiple reasons some of which you mention.

Let's hope for a bright future for our preferred make of cars.
For me it isn't a preferred make of car but rather a preferred model of car, I do not feel an allegiance to Jaguar. If they make the best car that I can afford I will buy it, hence the XF
 

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As one of the other handful of Danish registered XF's in 2011, would like to contribute with my thoughts to the discussion:
- The dealer network for Jaguar in Denmark is definitely more thinly spread than for the main German brands, this is also reflected in the after market. Which i imagine has an influence on the overall sales figures, or the propensity to choose a Jaguar over a BMW or the like.
- The engine range for the XF has definitely been a limiting factor in the Danish market as the best selling BMW and Audi models are the smaller diesel and petrol engines, due to the large tax disincentives to buy a big, non-green engine. This is probably somewhat addressed by the 2.2D, however they are entering the market quite late and it will therefore be difficult to change brand alliances.
- The 'upfront' price of the XF in the showroom reflects all of the standard equipment that is non-standard in Audi and BMW. Which means at first looks the XF seems more expensive, but when you start adding in all the extras the price is more equivalent, however by this stage the buyer is already in the showroom and half sold on the Audi or BMW.
- As others have noted, brand perception is definitely a factor and it seems to me that the Danish mentality is very focussed on the reliable but understated (bland even) brand image of the 5 series and A6. Jaguar is seen as more upmarket and also a bit more show-off, which is not in keeping with Danish values (although this does seem to be changing)
- Biggest factor is still the economy. The market share is proportionally decreasing and this is normal when the luxury brands are pressed in a downturn, of course Jaguar is a bigger loser as it has proportionally a smaller market share in the first place.

Anyway, just a few thoughts from Copenhagen :)
 

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- The 'upfront' price of the XF in the showroom reflects all of the standard equipment that is non-standard in Audi and BMW. Which means at first looks the XF seems more expensive, but when you start adding in all the extras the price is more equivalent, however by this stage the buyer is already in the showroom and half sold on the Audi or BMW.
This is surely a matter for the advertising and marketing effort by Jaguar's distributor in Denmark to address. It seems that they have a great story to tell, it just needs telling :)
 

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This is surely a matter for the advertising and marketing effort by Jaguar's distributor in Denmark to address. It seems that they have a great story to tell, it just needs telling :)
I suppose this might be why Jaguar has changed the approach in Germany.
As I already mentioned in other threads: The brochures/price list of Jaguar in Germany (and some other countries) has been changed with the MY2012. There is no more SE / L / PL any more. There is a base model (different prize according to engine size) and spec it with the extras you like/prefer. Just like the german brands offer their cars. First time buyers like me tend to prefer this, regular Jaguar drivers/customers tend to dislike it.
 
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