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Article: Confidential.(Jaguar Deutschland GmbH marketing its new sport car 'Jaguar XK')(Peugeot S.A. plans to launch new minicar 'Peugeot 308' in 2008)(General Motors asking university students to create marketing campaign for Chevrolet Aveo)
- Article from:
- Automotive News Europe
- Article date:
- April 17, 2006
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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See the boss, buy a Jag
Jaguar had a novel idea to kick-start sales of its new XK sports coupe.
The XK debuted at last September's IAA in Frankfurt, but didn't reach market until last month. Rather than let customers wait six months to buy one, Jaguar asked selected enthusiasts to its Castle Bromwich plant to discuss the XK one-on-one. Not with some smooth salesman but a top manager, even Managing Director Bibi Boerio.
"Our executives got a chance to sharpen their sales skills," says spokesman Ken McConomy. "And we got a good idea of the strengths of our product."
Jaguar had 2,000 orders before the XK went on sale, including some the ...