Dubai: Projecting its name across the Burj Khalifa for its Middle East launch sure makes a statement — but Jaguar’s first ever SUV has already cut it deep with prospective buyers here. Demand for the F-Pace — the 3.0 litre version of which is available now from Dh233,000 — has already touched the highs, according to a top official with Jaguar Land Rover. (A base model featuring a 2.0-litre engine is due later.) The level of interest is on par with what was “seen when the current-generation Range Rover had its debut in 2013 and that’s something,” said Bruce Robertson, regional Managing Director. He does have a point — the UAE and the rest of the region has had a sustained demand for the flagship model through the decades. In fact, the region is among the top global markets for both Range Rover and its Sport version.
Much the same is likely to happen with the F-Pace. Robertson declined to mention the sort of pre-orders generated regionally. But at the given pricing — stretching up to Dh290,000 — and the fact that there is already such a build-up of anticipation should ensure a smooth passage in the coming weeks. And giving quite a bit of intensity in a category where the Germans — BMW, Merc and Audi — have had it their way for a long time now. And Infiniti too is making a determined push with its many QX versions, as is Porsche with the Macan.
The razzamatazz accompanying the F-Pace launch — with the Burj Khalifa background, it can’t scale up any further — will have helped. Which is why when Robertson says it will be a “real game-changer”, there is a ring of truth to it.
The F-Pace can also help out the manufacturer gain marketshare in these markets. “We are out to beat the market average for this category,” the official added.
“Ahead of the SUV launch, we have had an increase in marketshare — by 1 per cent — in the last three months in the categories we compete in. We are getting to see the full-year benefits from the (entry-level) XE and six months with the XF. Both cars are competitively priced and they need to be in a category where the competition is intense.
“On the Land Rover side, the Range Rover is still very strong, though the Sport is passing through a more challenging environment. And then we had the Discovery Sport launch at the back end of last year.”
The UAE remains the best performing market in the region for JLR, with the other markets rated as “challenging”. Sales in Morocco too have offered a bright spot.
Fast facts about the F-Pace
• The moment Jaguar revealed the C-X17 Concept in 2014, the manufacturer had built up a following for what was to be its first stab at a SUV. Then came the big reveal at last year’s Frankfurt show to a universally favourable response. Apart from the Middle East, Jaguar will be hoping to score in the US — where the brand did exceptionally well last year — and China, among key overseas markets.
• As has been a feature with its other models, the F-Pace is built on the maker’s “lightweight aluminium structure”.
• It’s powered by a 3.0-litre V6 (shared with the F-Type sports car), available in both 335hp and 375hp, and an 8-speed transmission. The latter can do up to 100-kmh in 5.5 seconds.
