Chances are, the driver of that sleek Jaguar S-type in the lane ahead is an Internet user. In fact, 90 percent of such owners have Net access-a finding that has since become a cornerstone of Jaguar Australia's online strategy.
The company has no plans to sell its cars over the Internet-an experiment that fellow manufacturer Toyota recently abandoned. Jaguar prefers to forge an ongoing relationship between the buyer and the dealer.
Yet Jaguar believes as many as a quarter of S-Type owners have purchased items online, according to the company's research. So, when Jag enthusiasts log into the appropriately sleek www.jaguar.com.au-crafted by developer Monde Online and based on Allaire ColdFusion-they have plenty of opportunity to buy cat-themed merchandise.
A "Virtual Showroom" provides a slick sales tool and potential buyers are encouraged to e-mail dealers to arrange test-drives. This will be expanded in future, according to Monde Online's Justin Flynn and Liane McGrath, Jaguar Australia's strategic marketing manager. Jaguar plans to add a marketing and sales resource centre for dealers.
