JAGUAR X-TYPE SPORTWAGON MARKETPLACE

The premium compact sport wagon market is sophisticated, well-established and very competitive. Dominated by the German makes, the Jaguar designers' brief for Jaguar X-TYPE Sportwagon was not to be the same as its competitors, but to stand apart from them.

The core target customer is an extension of Jaguar X-TYPE core customer: someone that may use their car for business during the working week, then for active leisure-time pursuits on the weekends, such as skiing or mountain biking.

These customers see their car as an extension of themselves. They want the load space and carrying capacity of a wagon, but they do not want to compromise driving dynamics or quality and craftsmanship.

Styling is also a very important part of their purchase decision - there is strong evidence to suggest that far from choosing a wagon on the basis of practicality, many people buy them because they prefer the styling to that of a sedan.

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