Jaguar World Magazine XFR meets M5 Feb 2010 Back Issue

As was the case with this column in the
February 2009 issue, the whirlwind of
fun that is the end of year production
schedule means that I’m writing this in
December, but beyond that fact there are some
interesting parallels to be drawn.
In December 2008, and while Jaguar would
eventually see out the year with global sales of
65,000, seven per cent more than in 2007, things
were starting to get tough. Figures released by the
Society of Motor Manufacturers and Traders for UK
registrations in November 2008 (the last fi gures
available as that February 2009 issue went to press),
showed a decline in Jaguar sales for the fi rst time
in several months. The recession was really starting
to bite, and I fi nished that column by saying: “Tata
Motors indicated it was ‘in it for the long haul’ when
it purchased Jaguar Land Rover – I have a feeling that
its mettle will be well and truly tested in 2009. I hope
it has plenty of it…” Happily to report, twelve months
on, that has very much proven to be the case.
There’s no doubt, of course, that Jaguar Land
Rover has endured a hugely diffi cult year, but as
that year ends there is much to be positive about
too. On the pure product side of things
2009 has seen the revitalisation
of the XF and XK ranges
through the introduction
of new powertrains
and associated
technologies then,
signifi cantly, the new
XJ was unveiled. The
latter is due to go on
sale early in 2010 and
on the whole it has been well
received by press and public alike, all
of which bodes well for its fortunes.
Of course, 2010 will also see Jaguar become a
three-model company again, as X-TYPE production
has now ceased. The dropping of Jaguar’s ‘small’ car,
though a great shame, was the outcome of one of
many diffi cult discussions that have gone on behind
the scenes.