Jaguar announced pricing for the new XK today following the official unveil of the convertible model at the Detroit Motorshow. Customers can now place an order for the new model with prices starting from 102991$ for the coupe and 113442$ for the convertible.

The launch of the new XK marks the beginning of an exciting era for Jaguar in terms of design and engineering, and reinforces the marque’s reputation for building beautiful, fast cars that are as rewarding to drive as they are gorgeous to look at.

All new XK models offer drivers exceptionally high levels of standard specification with further opportunities to personalise a car by adding features from the extensive portfolio of optional equipment.

Standard equipment in the UK includes a 300 bhp 4.2 litre V8 engine, a 6 speed automatic gearbox with paddle gearshift, 7" touch screen satellite navigation, keyless start, Reverse Park Assist, 10 way adjustable heated seats with driver & passenger memory, bluetooth telephone connectivity,18" Venus alloy wheels, dual zone automatic air conditioning, metallic paint, cruise control with Active Speed Limiter (ASL), electronic park brake, in-dash 6 CD autochanger, rain sensing wipers, Trac Dynamic Stability Control, Antilock Braking System (ABS) Electronic Brake force Distribution (EBD) and Emergency Brake Assist (EBA),

Complementing the competitive pricing structure, the affordability of the new XK is further enhanced with class-leading insurance ratings of 19E for the coupe and 20E for the convertible.

"With the new XK, we have developed the most advanced Jaguar sports car ever - lighter, faster and better equipped than the model it replaces, delivering a balance of superb performance, driving dynamics and Jaguar sophistication. ", said Phil Popham, managing director, Jaguar UK. "The new XK takes the Jaguar sports car line to another level, regaining its status at the forefront of the desirability stakes. In looks it pays homage to the legendary Jaguars of the past but there has never been a more fitting representation of how Jaguar’s sports cars offer cutting-edge technology to match their unparalleled appearance."

Jaguar UK also launches today a new brand communications campaign developed in conjunction with its newly appointed advertising agency, Euro RSCG Fuel. The new campaign reflects the new brand positioning and exciting new advertising direction that Jaguar will now be adopting.

This marketing and communications strategy will present Jaguar in a way unlike anything seen before within the automotive sector and moves the brand into a new area not currently occupied by any other car manufacturer.

"Jaguar has been making beautiful fast cars for decades and will continue to do so. The ‘Gorgeous’ campaign perfectly captures our trademarks of style, power, luxury and performance", commented Jaguar Cars’ Managing Director Bibiana Boerio. "This is an important moment for the company as we move into a new era with a marketing direction that we think will stand out from anything that anyone has ever done before.”

Starting this month, the Jaguar ’Gorgeous’ campaign will be progressively rolled-out across Europe, with advertising in television, print and electronic media. The first executions of the new campaign will appear tonight on UK national television (22.30 on Channel 4), with a 6 week burst of brand advertising alongside an additional print campaign for the Jaguar Diesel vehicles.

"This is more than simply an advertising campaign," stated Bibiana Boerio. "It is a communications direction that will become integral to Jaguar’s long-term future".

"We will use this approach globally across all areas of our marketing strategy, reflecting the fact that Jaguar customers worldwide are well-travelled and share similar views, interests and expectations".

"The world we live in today has become too dominated by function over form, by efficiency over enjoyment," commented David Jones, CEO of Jaguar advertising agency, Euro RSCG Fuel Worldwide. "This is a world where ’gorgeous’ is in danger of dropping off the agenda and for a company like Jaguar that would be unthinkable."

What do you think?
Show Comments
Car Finder: