New model helps Jaguar to pick up speed in US

JAGUAR'S sales in the US soared by 137 per cent in July to 1,083 cars from 457 a year earlier, exceeding the company's expectations, writes Mary Fagan.

A spokesman said peformance had been helped by strong sales of the new V12 saloon, launched in the US earlier this year, and by the introduction of a 30 day money-back guarantee scheme.

The US is Jaguar's most important market, accounting for more than 40 per cent of sales. Although the luxury sector in North America continues to be difficult, the company said that US sales in the seven months to 31 July were up by 30 per cent to 6,828 in the first seven months of 1992.

Sales in the UK domestic market are showing a less spectacular growth of 10 per cent in the first half of the year. However in Germany, where the luxury car market has seen a 50 per cent slump in the year so far, Jaguar increased sales by 19 per cent in the first half.

Again the company cites the success of the top-of-line V12, which sells for up to pounds 50,000 depending on the model, as an important factor in its German growth.

Jaguar said it was on target for a total car output of between 29,000 and 30,000 this year, up from 21,000 in 1992.