Jaguar F-Type video review
British brand's drop-top roadster takes the fight to the Germans.
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Jaguar is evaluating adjusting the price and position of its F-Type roadster just months after it went on sale.
The British brand admits it was caught on the hop when Porsche slashed the price of its range of rivals just weeks before the F-Type arrived in Australia and is now looking to react.
"We are evaluating what to do with F-Type in the market place at the moment," Jaguar Land Rover Asia Pacific boss, David Blackhall, told Drive during the launch of the all-new Range Rover Sport in Tasmania.
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Jaguar F-Type S
2013 Jaguar F-Type V6S
"I can't say what [Porsche] thought when they looked at our car but clearly they have decided to protect their turf. We have to respond to that."
Jaguar is confident its first two-seat roadster since the legendary E-Type has the performance and style to match both the Porsche Boxster and 911 Convertible and has priced its three variants between the two German icons with the base-model V6 starting at $139,900 and the range-topping V8 S topping out just over $200,000.
It says early demand for the car has exceeded it expectations with the initial shipment of vehicles already sold out, and has doubled its next order to meet further demand.
But it recognises that it may need to adjust the pricing and/or specification levels by including some of the long list of optional extras as standard equipment to compete on more even ground. None get a reversing camera or dual-zone air-conditioning as standard, for example, while things like heated seats and rain-sensing wipers also cost extra.
Blackhall has called on Jaguar to draft a review of the F-Type's position and is due to make a call on any future adjustments soon, although he admits any such move is unlikely to happen until 2014.
"We thought the car justified its price and performance but the goal posts were moved," Blackhall added.
"We're not resting but I am evaluating it at the moment."
To further boost the British brand against its German rival, Jaguar Land Rover Australia is set to announce that it has appointed former Porsche Australia boss Michael Winkler to the newly created position of managing director for Australia.
Blackhall, who has been running both the local and entire South-East Asian operations for the two brands, said Winkler's arrival will bring renewed focus for the British brands to build on their recent growth on the back of a product-led revival with vehicles such as the Evoque, F-Type, new Range Rover, Range Rover Sport and the imminent launch of Jaguar's small car range as previewed by the CX-17 concept car at the Frankfurt motor show in September.
"Michael brings a wealth of knowledge to our business, particularly in the key segments we are represented in; sports cars, luxury sedans and premium SUVs," he said.
"His experience at Porsche will be a key asset I'm sure, but he will not tell us anything he won't be able to. It is a good expansion base for us."
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