The reputed £4 million spent on the lavish launch of the Jaguar XE looks set to pay divideds in the business market for the brand.
Research by AM's market intelligence agency, Sewells Research and Insight, ahead of the car's launch but after its reveals this week shows it is already on company car drivers wish lists, if it isn't yet on choice lists.
Questioning 4,250 businesses and company car drivers in the largest and most comprehensive survey of its kind, the Jaguar XE has proved to be a highly aspirational choice for company motorists looking to change their car in 2015, achieving the highest future consideration score of any model.
Of those drivers who tend to choose executive or luxury company cars, 88% of those questioned expect to at least consider the car.
Sewells is expecting the buzz around the launch to convert into a long order book for dealers, with almost half of drivers questioned (47%) saying they will ‘definitely consider’ the new XE and one in 10 already stating it is going to be their first choice of company car.
John Maslen, brand director at Sewells Research and Insight, said: “The official reveal of the new XE is only likely to increase interest from drivers.
"The challenge for Jaguar is to meet this anticipated level of demand at a brand and dealer level as it moves into a higher volume part of the premium market.”
The launch event