The Jaguar XF continues to close the gap to the BMW 5 Series in the race to become the second-best selling medium-sized luxury vehicle in Australia.
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Year-to-date there have been 427 Jaguar XF models sold locally, just 21 fewer than BMW’s 5 Series and 94 units ahead of fourth-place Audi A6 – a big achievement considering the once-dominating trio of Germans. The Mercedes-Benz E-Class easily leads the sales tally with 791 sales.

Sales of the XF are almost on par with this time last year (down 0.05 per cent), while 5 Series sales have dropped by more than 13 per cent.

The Jaguar XF’s resurgence in Australia is driven by a pricing restructure and the addition of an entry-level model powered by a four-cylinder turbocharged petrol engine that brings its entry price down to $68,900.

It may also be a change in taste for consumers seeking something "not German", according to Jaguar Land Rover Australia chief Michael Winkler.


“I think that there’s an appetite in the market for having something slightly different then what has almost become premium mainstream,” Winkler said at the local launch of the new Jaguar F-Type Coupe this week.

Winkler said being slightly different to the Germans is where “Jaguar as a brand is going to find its niche going forward”. Case in point is the upcoming C-Class and 3 Series competitor, the Jaguar XE, set to launch midway through next year.

“XF is clearly differentiated from those [German rivals] and will be going forward; by the same token XE as an entry-level Jaguar will be differentiated from other models in that segment with unique features and styling.”

Winkler admitted that while he can’t predict the XE’s sales success against the well established Germans, it will be a defining model for the brand.

“It will propel Jaguar to another dimension in the Aussie market,” Winkler claimed.


The brand itself has seen sales growth of around 12.1 per cent year-on-year, with the addition of the F-Type convertible - and newly added Coupe - helping the cause.

But despite XF sitting a very close second in the race to number two against the BMW 5 Series, Winkler is adamant it’s not all about volume.

“The attempt is to never dominate that market but to have a good sizeable portion for people that what something slightly different from what is a standardised offering in that market.”

Sister brand Land Rover (and Range Rover) has seen a similar 10.2 per cent growth in Australia year on year.