JAGUAR is relaunching itself in a bid to shake off its elitist boardroom image and attract younger buyers to the new X-type. Fleet managers saw the new compact executive saloon for the first time at a special event in London.

The car will make its UK show debut at this year's Fleet Show from May 1-3 at Alexandra Palace, three weeks before it goes on sale. Jaguar managing director Jonathan Browning, said: 'The X-type is perhaps the single most significant launch in Jaguar's history. We are very keen to develop our business relationships in the corporate market and we believe the X-type will provide the opportunity for both sides to work together. We are launching not just a new car, but a new company.'

He said the X-Type and the F-Type roadster, to be launched in three years' time, signalled a new direction for the company, and predicted annual worldwide sales rising from 90,000 in 2000 to 200,000 by 2004. 'We aim to become a major player in the premium sector as we attract new customers Jaguar hasn't seen before in both the corporate and retail sector,' he said.

Jaguar designers used the BMW 3-series - one of the X-type's key rivals - as a quality benchmark, and the Audi A6 to compare fit and finish. Andrew Lester, director of UK operations, said: 'We are entering a fiercely competitive sector of the market with some excellent cars.' He said as well as its traditional rivals, Jaguar hopes Saab and Alfa Romeo drivers will also be persuaded to move up. 'Jaguar has to be relevant, contemporary and sexy. Younger customers have nothing against Jaguar, but don't see themselves driving it,' Lester added.

X-Type on-the-road prices: 2.5 V6, £22,000; 2.5 V6 Sport, £24,000; 2.5 V6 SE, £24,750; 3.0 V6 Sport, £25,500; 3.0V6 SE £26,250.