AutoTrader reports growing interest in used Jaguars, thanks to the automaker’s bold new ‘Copy Nothing’ campaign.

One of the world’s most iconic automakers has sparked controversy with its recent brand relaunch. Jaguar, the Coventry-based firm founded by Sir William Lyons, divided the internet last week with the launch of its new ‘Copy Nothing’ campaign. It teased a futuristic brand direction and a new electric vehicle, giving Jaguar fans a taste of what’s to come. 

“Since Jaguar’s campaign launched last week, we’ve seen a significant surge in interest for used Jaguar vehicles on AutoTrader,” said George Mienie, CEO of AutoTrader. “Searches for the iconic British luxury brand have risen by 17%, with individual ad views increasing by 15%. Notably, the F-Type and F-Pace models have seen standout growth, with searches up by 28% and 24%, respectively.

Known for its rakish grand tourers, luxury sedans, and iconic sports cars, Jaguar intends to go all-electric by 2025. The first sign of this was the futuristic I-Pace, which arrived in 2018 and has scooped up 62 international awards, including the prestigious 2019 European Car of the Year and World Car of the Year accolades. 

Due to be discontinued later this year, the I-Pace has paved the way for Jaguar’s next-generation all-electric models. The first in this revitalised range is rumoured to be a Bentley-rivalling grand tourer, signalling a return to Jaguar’s roots, albeit in the electric era. Those hoping to get into an electric Jaguar can find a great deal on the I-Pace, with the luxury SUV selling for an average price of R1,012,613 on AutoTrader, with an average mileage and registration age of 28,949 km and three years. That’s a significant saving when considering a new I-Pace retail for R2,465,000. 

More traditional Jaguar customers, particularly those who prefer the exhaust note of a supercharged V8 over the silence of electrification, will likely gravitate toward the automaker’s SVR models. The F-Type SVR and F-Pace SVR are powered by one of the best-sounding V8s ever made—a sound so evocative that when the engine was discontinued, Jaguar archived a recording of it in the British Library to be preserved for future generations.

The F-Pace SVR and F-Type SVR are powered by a 5.0-litre V8, delivering up to 423 kW and 700 N.m of torque in certain configurations. Those eager to experience this exhilarating engine can opt for the F-Type SVR, available at an average price of R1,235,750, with an average mileage of 37,596 km and a registration age of seven years. For a more family-friendly experience, the F-Pace SVR offers the same performance, priced at an average of R1,185,538, with 47,383 km and a registration age of four years. 

Arguably, the most iconic Jaguar of all time is the E-Type. Rumour has it that Enzo Ferrari described it as the most beautiful car in the world, and it’s not hard to see why - the timeless design has captivated enthusiasts for decades. Naturally, something this desirable comes with a hefty price tag, averaging R2,627,906 on AutoTrader. Despite an average registration age of 57 years, average mileages are 56,506 km. 

While Jaguar is embracing a new direction, the automaker still has some iconic vehicles in its back catalogue for traditional enthusiasts to select from. At the same time, it also has cutting-edge EVs like the I-Pace to choose from, which has paved the way for the automaker's future. 

AutoTrader Used Car Sales Data

Source: AutoTrader Used Car Sales Data: 1 - 31 October 2024