Jaguar XF show debut

Published: 12 September 2007

The Jaguar XF makes its debut – but haven’t we seen it already?

You’ve already been treated to advance pictures and details of Jaguar’s crucial new 5-series rival in CAR magazine and on CAR Online, but the troubled Midlands firm has chosen BMW, Mercedes and Audi’s home motor show for the official launch of its new XF. A bold move, but a wise one; its bigger rivals – including Lexus – have little new in this sector at Frankfurt, leaving the XF to steal the headlines and – Jaguar hopes – some sales too.

So why the crowds?

We might have seen the pictures already but this is the first chance most have had to get close to the new XF, and in particular its interior with the rotary Jaguar Drive Selector. The XF is one of the highlights of the Frankfurt show and has drawn huge interest from the world’s media on press day. The car was unveiled by outgoing managing director Bibi Boerio and design director Ian Callum. Both focused solely on the new car and made no mention of the firm’s impending sale. Likely bidders will be gauging the public reaction to the XF carefully, and altering their bids accordingly. 

Did Jaguar announce anything new at the launch?

Prices have already been confirmed, and will start at £33,900 when the XF goes on sale in March. But Jaguar revealed that it has already taken 1000 orders for the XF in the UK before its official unveiling. ‘I’m nervous right up to the point at which I stand up and talk,’ Callum told CAR Online just before revealing the XF. ‘But then you realise that it’s about the car and not about me. It’s only just dawning on me that this is quite an important moment. We’ve lived with the car for two or three years now – but this is a huge moment for Jaguar.’

By Ben Oliver

Contributing editor, watch connoisseur, purveyor of fine features