Sales of 2013 Jaguar F-Type Soar image

Jaguar said sales of the F-Type convertible have rocketed, already selling half of the first year’s production.

Therefore, customers who order an F-Type convertible now, will be happy if they get the car by the end of the year, according to global brand director Adrian Hallmark. Still, the model is aimed at offering the brand an image boost and not a sale increase.

“Sports cars have a global annual volume of about 75,000 units and a market share of 0.1 percent but the F-Type’s boost to our brand’s image will be phenomenal,” said Hallmark.

The F-Type is expected to account for 15% -20% of Jaguar’s total annual sales, with production set at 60,000 units. The base price for the vehicle is $69,895, placing the F-Type between the Porsche Boxster and 911 Carrera convertible. Steven de Ploey, Jaguar product manager, said that he expects almost 90% of the model’s buyers to be new to the brand, as there is no predecessor for the car.

Jaguar targets especially Germany, China, the UK and the US, and aims towards younger customers. The F-Type comes with three gasoline engine options: a 3.0-liter V-6 with 340 hp or 380 hp and a 5.0-lter V-8 with 495 hp, all supercharged and fitted with start-stop system.