Jaguar hopes to attract younger drivers with cheaper car
19/09/2014
Sales at Jaguar Land Rover rose 19% last financial year, and the XE sports sedan, at £27,000 in Britain, will be the first model in the series.
Nick Miller, chief programme engineer of the series, said: "We think the customers are likely to be younger, earlier in their life stage, they are more likely to have children, they are more likely to be female.”
He said Jaguar's return to the entry-level luxury market, which it exited in 2009, was possible through economies of scale and a purpose-built new frame using some recycled aluminium.
The group has hired 1,100 people recently at its UK-based production plants, with a further 2,000 jobs to be filled this year.
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