Jaguar Australia's December sales result was the strongest for three years. According to VFACTS, Jaguar delivered 104 vehicles in December 2005, thus putting a positive spin on the year's sales results.

"Jaguar's 2005 full-year volume at 975 units is exactly in line with our business plan," said David Blackhall, Jaguar Australia General Manager.

"When we set about restructuring this business almost two years ago, we wrote down some very specific internal goals and targets covering every aspect of our operation – sales, marketing, customer satisfaction, parts, service, selling expense – you name it. I am pleased to say the team, including most importantly our dealer partners, has delivered on every single one of our commitments."

Jaguar does not publish sales by segment; however, Blackhall referred to significant improvements in the business mix sold by the dealer network. Referring to the results he said: "It's a cardinal sin in the car business to look just at the headline numbers and attempt to draw useful conclusions. We like to understand the business mix and measure it against our goal of optimising volume and margin."

In terms of evaluating annual sales volumes, Blackhall said, "You have to ask the question: are these numbers real? Is annual sales volumes being bolstered by companies doing business with themselves on demonstrators and company fleet cars? Is the mix of business profitable?”

"Without quoting specific figures, I am enormously encouraged by the change in Jaguar's business mix in 2005. Dealers increased sales to actual retail customers by 14 percent, and realise the luxury market declined 2 percent overall. Conversely, Jaguar's demonstrator, capitalised fleet and rental cars sales were reduced by around 38 percent," said Blackhall.

These two important shifts in Jaguar Australia's business mean the company grew its business in the most profitable way possible, in their view – by selling real cars to real people.

An analysis of VFACTS 2005 full-year result shows 22 volume-selling marques improved their year-over-year volumes and 11 declined. Jaguar Australia's decline of 3.9 percent in 2005 annual sales volume was less than all but three of those 11.

"Considering we don't offer an SUV and bearing in mind my comments about business mix and the overall decline in the traditional luxury sedan segments in which Jaguar competes, we're very pleased with our 2005 result," he said.

Blackhall is expecting 'about line ball' for 2006. That's not to say this year won't be exciting for Jaguar.

The twin-turbocharged S-TYPE Diesel arrives during April at $101,490.

And later in the year, Jaguar will unleash its all-new sports coupe and convertible. The all-aluminium XK Coupe and XK Convertible will grace dealerships in June.

2006 Jaguar XK

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