Jaguar launches new corporate strategy

Blue chip business will take centre stage, while traditional jaguar buyers in the SME sector will continue to be catered for through its dealer network.

“We want to cater for different types of corporate businesses in different ways,” said David Lewis, national sales director at Jaguar.

“The Jaguar corporate team is also aware that the business is about developing and sustaining relationships, as well as offers, and will be working to reflect this.”

A revitalised line-up over the past four years and production of the X-Type coming to an end has helped instigated the move.

The change in strategy has also been reflected in the corporate sales team, which originally consisted of five corporate sales managers deployed on a geographical basis.

Three of these will now become national account managers to look after the blue chip business, while the remaining two will focus on around 20 dealers which handle between 70-80% of its fleet business.

“Where we’ve got a relationship and bespoke terms in place with blue chip businesses, they are buying a significant number of cars and that’s where we believe the most organic growth is,” said Lewis.

“So instead of trying to look after everybody, we’re trying to focus on the right people wherever they may be.”

In addition, the manufacturer is appointing a contract hire and leasing manager to improve relationships with that section of the industry.

However, Lewis remained tight-lipped about what level of growth he is expecting in fleet sales following changes to both terms and personnel.

Its total fleet business in 2010 was up by more than 25% compared to the previous year, but Lewis acknowledged not having a sub160g/km model was holding it back.

“I’m incredibly aware of the sub-160g/km policy of many fleets, but we are looking very, very closely at what we need to do,” he said.

The XF at 179g/km has the lowest emissions of the Jaguar line-up.

“If you look at that segment in its entirety we’re probably only competing for 40% of the market right now,” added Lewis.

“We’ve got to get at that remaining 60% and how we do that is something that we’re really mindful of.”