Jaguar has explained the strategy behind the price of the new F-Type. The 3.0 V6 costs £58,500, the V6 S £67,500 and the 5.0 V8 £79,950, sparking debate as to whether it is too expensive.
But in an exclusive interview at the Geneva Motor Show, Adrian Hallmark told Auto Express that he was comfortable the car is priced at the correct level.
"The product is absolutely outstanding," he said. "This car is not a Porsche Boxster." The Boxster starts at just £37,589.
"For the money there is nothing that can do what the F-Type does in terms of performance, design and technology. In fact, if you look at the Boxster S, it's possible to exceed our entry price for the F-Type if you fit a PDK box and add a few extras."
"I think what we have done [in terms of pricing for the F-Type] is what Porsche would do if it didn't have the 911 to worry about. The F-Type can do everything [an £81,000] 911S can do."
And as excitement mounts prior to the launch of the F-Type later this year, Hallmark says it has already achieved its key aim of raising brand awareness.
"Absolutely, yes in terms of awareness, familiarity, relevance and consideration," he said. "And it's even been particularly so in markets with no sports car heritage like China, India and Russia. It is critical in this respect as it sets the stage for next step."
That is likely to be a Jaguar SUV/crossover and a sub-XF 3 Series rival.
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The fact that Jaguar feel they need to come out and defend the pricing policy of the F-Type, tells you all you need to know, its priced too high, whilst it might well be a fantastic car, its still expensive. I suspect they might have had some feedback from customer focus groups stating the same thing.
Sounds to me like the V6 speed will be comparable to a Boxster S but priced just short of a 911. Personally in the real world i would take a 911s over a big thirsty V8 Ftype any day.
Disappointed! I was looking forward to placing an order but not at these prices. If I had the money it would be a Porsche every time.
Typically British approach I'm afraid
Right, because the German opposition have always been well priced and affordable... You either want one or you don't and if you do, you'll likely pay for it - assuming you have the money of course. And if you don't then don't comment on it as you have no intention of buying one anyway. Personally I find Rolex watches massively overpriced, but I never intend to buy one so I don't go about moaning about it.