Jaguar Owners Feel Lucky, Special and Envied but are also Slightly Sad

Share Article, the UK’s biggest car review site, surveyed Jaguar owners who thought the car maker had ‘massively improved’ and they felt great about themselves and loved their dealers. Change of ownership isn't important but they did feel 'slightly sad'.

WeLoveAnyCar Jaguar Survey

Jaguar Infographic

38% of Jaguar owners thought they were ‘lucky,’ carried out a special online survey sent to 3,896 Jaguar owners on 27th May 2014 revealing some interesting results for Jaguar, their dealers, and even some politicians.

Tata ownership does not seem to have caused any issues with Jaguar owners. Whilst 5% said they were less likely to buy a Jaguar, 77% thought it made no difference or had no relevance. Indeed, 80% thought Jaguar had ‘improved’ or ‘massively improved’ in the last three years.

Since Tata acquired Jaguar, 44% of owners thought it meant a ‘better future’, 32% said there were ‘better cars’ and 22%, a ‘bigger range’. However, 26% of Jaguar owners thought that the company coming under Indian ownership was ‘slightly sad’.

Overall, 32% of owners rated Jaguar 10 out of 10 with 84% rating the company 8, 9 or 10 out of 10.

Jaguar owners are a class of their own; 86% are aged 50 and over and the respondents were overwhelmingly male – 94%. Jaguar owners are loyal with 30% having owned 4 or more Jaguars.

Asked what they felt like owning a Jaguar, 38% of owners thought they were ‘lucky,’ 28% felt they felt ‘very special’ and 26% ‘advantaged.’ Some also felt ‘wise’ and ‘intelligent’ in owning a Jaguar and a significant proportion (22%) felt ‘envied’ and ‘I have arrived’ (14%).

In an indication of their mind-set, 27% of Jaguar owners would vote UKIP, the British right wing political party, at the next UK election with 37% intending to vote Conservative. Jaguar owners are not liberals with less than 1% intending to vote for the beleaguered party. That said, 25% of respondents would ‘rather not say’ or are ‘unsure’ who they would vote for at the next election.

Jaguar dealers are clearly helping the luxury car company’s cause with 67% rating the last dealer they visited 4 or 5 out of 5. 46% said they felt ‘welcome,’ 33% ‘comfortable’ and 26% ‘appreciated.’ Jaguar owners were also happy to recommend their dealer but, tellingly, only 44% of them had their car serviced there ‘all the time’.

Surprisingly, given the older age profile of the Jaguar owner, 12% said they would be interested in buying an all-electric Jaguar with a range of 300 miles and 26% would seriously consider buying one. Now that the American Tesla has entered the UK with a premium all-electric car with the same range Jaguar should take note.

The car review site continually collects owner views for all makes and models. The Jaguar marque scores highly with an ‘overall rating’ of 4.34 out of 5 which combines ratings given to ‘comfort,’ ‘reliability,’ economy and a series of ratings helping users of the site assess owners’ opinions on how ‘great to drive’ and ‘exciting to drive’ a Jaguar is. Jaguar has a ‘recommended’ score of 4.53 out of 5 – one of the highest on the car review site.

A spokesman said of the specially commissioned survey, “Jaguar has clearly got it right. Their models, their dealers and their image have all been rated highly by Jaguar owners. Clearly ownership is not an issue. As ever it is the cars a manufacturer sells, and how they treat customers, which really counts.”

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David Titmuss
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