Jaguar shoots for "refinement and rarity" over volume

Refinement and rarity will drive the success of the new XK coupe and convertible, according to Jaguar managing director Bibiana Boerio. Boerio said the company last year decided to improve unit profitability. While this had seen a decline in sales, particularly in the U.S., it has lead to improved earnings and meant its models acquired a greater rarity value as well, reports Just-Auto. "We believe there is something beneficial in being exclusive and this car will provide that."