Jaguar dealers began their launch events for the new XK last week, yet the manufacturer has already exceeded its target for UK sales this year.

James Drake-Lee, Jaguar UK product manager, says pre-launch publicity and the TV advertising campaign based on the ‘Gorgeous’ theme has been well received.

“Our original aspiration was to sell 1,800 this year but we put that up to 2,000. We’ve now achieved just over 2,000 customer orders, so we’ve effectively got a one year sell-out.”

Drake-Lee says he is monitoring whether further production can be secured for the UK. However, he recognizes that Jaguar needs to keep the car “hot” and avoid over-exposure.

The ‘Gorgeous’ TV campaign currently running for the XK is aimed at marketing Jaguar as a luxury brand rather than as a luxury car manufacturer. “It is taking a common message that we term as ‘new fashion luxury’ – luxury, but in a modern way. Our research has found that the advert is being recognized and liked,” says Drake-Lee.

Jaguar wants the XK to appeal to the “young-at-heart” rather than to a more youthful demographic, although it does want younger people to aspire to owning the car. The video shown at launch events emphasizes the car’s sporty driving dynamics, and one third of the UK orders specify a modern aluminium interior trim, rather than the wood traditionally associated with Jaguars.

Although the XK has a high standard specification, Drake-Lee says customers are keen on personalizing their car, giving dealers a good opportunity for extra revenue. Average spend on the XK’s options list is £6,500.