Jaguar Land Rover's sales director Phil Popham tells how the car maker achieved its best ever sales performance in 2012, as the company creates 800 new jobs in the UK.
Jaguar Land Rover achieved its best ever sales performance in 2012, selling 30 per cent more vehicles than the previous year.
The Range Rover Evoque made a significant contribution to our growth.
It has been a global success story. Around 80 per cent of Evoque buyers are new to the brand and we have sold more in its first year on sale than any other previous Land Rover model in our 65 year history.
In 2012 we also revitalized the Jaguar line-up with new fuel efficient engines and new models like the XF Sportbrake and this helped Jaguar put in a strong performance last year.
Our vision is to be a significant global player in the premium automotive market. To achieve this we have a long-term investment plan to develop new products and technologies and invested £2bn in productc reation in 2012.
We have spent millions of pounds on our UK factories and created thousands of new jobs to meet demand, with two of our factories now working 24 hours a day.
Our leadership in lightweight technologies has meant that we have delivered the fuel efficiency improvements that we need to compete, without compromising the performance and luxury attributes our customers expect.
Our quality and reliability has also markedly improved.
A key factor in our success is the growing global appetite for British luxury brands. The British take on luxury differentiates our products and has helped us appeal to more and more affluent people in both the emerging and mature markets.
China is now Jaguar Land Rover’s largest market and delivered its best ever sales performance in 2012, up 71 per cent.
While the market is competitive, we have a very desirable range which has clearly captured the public's imagination. We will capitalize on this by launching eight new or refreshed models in 2013.
Phil Popham is group sales operations director at Jaguar Land Rover. He writes as the company announced it will create 800 jobs at its Solihull plant, driven by China sales .