Jaguar World Magazine XJ-S V12 Ultimate Buying Guide Vorige editie

Car awards: a waste of time, or signifi cant
marketing tools? Well, while true car
enthusiasts will doubtless pore over
spec sheets, prices lists and automotive
magazine road tests as part of the process of
choosing a car, the reality is that the buying
public at large has neither the time nor the
interest to go to such lengths.
So, if in addition to all its carefully thought out
marketing campaigns a manufacturer can splash
across an advertisement the words ‘Car of the Year’
– or any similar attention grabbing title with a little
weight behind it – that’s a big help. Which is why
Jaguar must be particularly proud of the XF’s award
tally. In fact, the model has won so many awards the
ad men must be struggling to decide which titles to
boast about the most.
Even before it was launched the XF had grabbed
the What Car? ‘Most Exciting car of 2007‘ award,
and after it went on sale the same magazine
was quick to proclaim the XF its 2008 ‘Car of
the Year’, as did What Diesel and Auto Express.
To date, 20 months after we fi rst road tested an
XF in our February 2008 issue, the
model has won approaching 25
international awards, and some
of them more than once
– Auto Express recently
announcing the XF had
won its ‘Best Executive
Car’ award for 2009
as well.