The S-TYPE marketplace: style aware, cost-conscious
In a highly competitive segment, the new S-TYPE builds on rock-solid foundations. When the original S-TYPE was introduced in 1999, it launched Jaguar into a wider market, and a new era of modern design and technology. As Jaguar’s first all-new compact, luxury sports saloon for three decades, it made the brand more accessible and more appealing to a younger generation of buyers. At the heart of the premium mid-size segment, head to head with rivals such as the Audi A6, BMW 5 Series and Mercedes E-Class, the S-TYPE created a real alternative for astute, confident, image-conscious individuals.
From its launch it defined a new spirit in Jaguar, and its immediate success virtually doubled Jaguar’s worldwide sales. Into a sector dominated by similarity, the S-TYPE brought a unique combination of performance and style, all wrapped up in trademark Jaguar character. Its buyer profile is led by independent professionals who are successful, active and style-conscious, but also practical and realistic. These are buyers who have the confidence to stand out from the crowd rather than blend in anonymously.
They can reject the S-TYPE’s competition because it’s the norm, not in spite of it. And they are happy to reward themselves for their own success, to enjoy their individuality through the S-TYPE’s unique personality, with spirited performance, contemporary luxury and outstanding refinement, all wrapped in bold and expressive styling.
The S-TYPE is now heading past 200,000 sales worldwide since launch, but it has never rested on its laurels. Recent research shows that awareness of the S-TYPE is higher in 2003 than it has ever been – even higher than at the time of the model’s launch.
"The introduction of the S-TYPE in 1999 marked the beginning of a significant product expansion at Jaguar, bringing with it greater choice and new customers. This new generation, which builds on the strengths and attributes of a car that was extensively upgraded only two years ago, will ensure the S-TYPE continues to compete with the best-in-class." Joe Greenwell, Chairman and CEO, Jaguar Cars.