Crouching Jag

Tunes were blaring at Baker Jaguar last week as promoters showcased the high-end Jaguar XJ models for 2011, still months from sale.

While the music sounded like it was emanating from the showroom, the songs were actually bellowing out of the Bowers & Wilkins audio system and up to 20 yellow-coned speakers of the top-of-the-line model, which had the doors open.

That’s the kind of ear-perking response Jaguar is looking for with the completely redesigned XJ, which will be available for sale April 1.

“This is such a dramatic change from the previous model,” said Jake Miller, sales manager at Baker Jaguar. The manufacturer is pitching the model against such luxury stalwarts as the BMW 7 series, Audi A8 and Lexus LS.

“There will be a lot of new buyers,” he said, noting that the manufacturer figures 70 percent of its sales will be to motorists who don’t now own a Jaguar.

One attraction, Miller said, is price. The model’s most chic trim, the XJL (for long wheelbase), is still $10,000 to $25,000 less than the competition, he said.

“You can get an XJ for $79,500 with the only price options (being) the 20-inch wheels and 1,200 watt sound system.” The fully loaded supercharged XJL is $115,000.

Jaguar “trainers,” marketing representatives who travel the country showing off new models, visited Baker Motor Jan. 14 to display an XJ and XJL.

Miller said the dealership lined up at least four prospective buyers from a presentation in the day and evening reception.

Beginning in November, the carmaker’s representatives have toured the country championing the new XJ.

What’s most appealing about the reconfigured Jaguar is that customers won’t despair if they eschew extras. Many of those perks, such as spiffy wheels, leather seats and rear business trays, are standard. So are safety features such as a blind-spot monitor, rear-parking camera and LED lights.

The only thing to decide is whether to go with the extra juice of the supercharged edition, which has 470 horsepower and 510 hp choices. But even the base 385 hp V-8 has plenty of get up and go.

The XJ is one of the first retooled models since Indian carmaker Tata Motors bought Jaguar and Land Rover.

Among the highlights is a more streamlined look, the work of an eight-member design team headed by Ian Callum. The luxury four-door has at least 19-inch alloy wheels, wood veneer finishes, push button start, a lighter-weight body that’s 50 percent aluminum and included equipment such as air conditioned seats in the back row.

There are a few available extras, such as a DVD player with screens built into the headrests and carbon fiber door highlights. The trunk, which can be opened automatically, is a solid 15.2 cubic feet.

The insignia of a growling or leaping cat is built into the grille.

With the XJ changes, Jaguar is committed to including as many push-button gadgets as it can as standard equipment, while permitting buyers to add custom touches if they want.

“There are so many ways to personalize it,” Miller said.

Reach Jim Parker at 937-5542 or jparker@postandcourier.com