We'd say that makes it a hit. Wouldn't you?
The F-Pace has really lit a fire under the Jaguar brand. Over the last six months—the first monthly sales report to feature the SUV was May 2016—6,669 units have been sold. Put another way, over one third of Jaguar’s sales in that time span have been F-Paces. (If you’re a stickler for detail the exact figure is 38%. Hurray, calculators!) We often hear about how SUVs and crossovers are cash cows but rarely do we see one make such an immediate impact on the sales report so shortly after its release.
Before we go into why the F-Pace has had such a powerful effect on Jaguar’s sales reports let’s make one thing clear: there was no place for the brand to go but up. This time last year the automaker didn’t even crack 1,000 sales on the month (October 2015). In 2015 Jaguar’s sales were a dismal 14,466 units, a figure which the F-Pace would easily eclipse if given a full year on dealer lots. OK, now that we’re done trashing Jag let’s talk about why the F-Pace is such an attractive offer. Simply put, with a base MSRP of $41,990 it’s one hell of a deal. That money buys you a diesel-powered inline-four making 180 horsepower. You also get all-wheel drive standard. (It’s standard across the range.)
Spending an extra $1,400 gets you a supercharged V6 shared with the F-Type S that makes 340 horsepower. For reference, a Porsche Macan starts at $47,500 and you get 252 horsepower from a turbocharged inline-four, with power sent to all four wheels. If you can get a more powerful SUV that’s just as capable and roomier, and in our opinion prettier, for thousands less why wouldn’t you? Jaguar’s pricing of the F-Pace is brilliant and should attract consumers who normally wouldn’t think of themselves as luxury car owners. Spending $43,390 on an SUV isn’t all that much when you consider the fact that a Toyota Sequoia bases for more. Yeah, it’s bigger, but Toyota…
The question really isn’t if the F-Pace can maintain its momentum. Given the current state of the industry all signs point straight to “yes.” No, the real question is how much of Jaguar’s sales will its lone SUV account for. Is it crazy to think that one model out of a lineup of five could make up 50% of the company's sales every month?