DBA Speedback GT price announced
New-start coachbuilder David Brown Automotive has revealed the price of its Jaguar XKR-based Speedback GT.
Excluding local taxes, the retro-styled grand tourer is going to cost a whopping £495,000 (around €601,650 or US $831,200 at current exchange rates). To get a sense of how high that figure is, a similar amount would buy two Rolls-Royce Wraiths or five Jaguar XKR-S Coupés.
+Front+Side.jpg "David Brown Automotive Speedback GT (2014) Front Side")
Denouncing such a bold pricing strategy as ridiculous would be very easy, but ultimately the market is going to decide whether it’s valid or not. Presumably the company’s research has determined that there are enough people who will want to buy a Speedback GT.
For those target customers, guaranteed exclusivity and the chance to own a bespoke, hand-crafted car are probably more important considerations than the cash outlay involved. That’s not to say their spending shouldn’t represent decent value to them, though.
+Front.jpg "David Brown Automotive Speedback GT (2014) Front")
Restricting supply of the Speedback GT to just 100 examples will undoubtedly help the situation. While that particular tactic makes a lot of sense anyway, Jaguar’s recent decision to end XK production must have been an influencing factor.
Related post:
David Brown ‘Project Judi’ teased
Excluding local taxes, the retro-styled grand tourer is going to cost a whopping £495,000 (around €601,650 or US $831,200 at current exchange rates). To get a sense of how high that figure is, a similar amount would buy two Rolls-Royce Wraiths or five Jaguar XKR-S Coupés.
Denouncing such a bold pricing strategy as ridiculous would be very easy, but ultimately the market is going to decide whether it’s valid or not. Presumably the company’s research has determined that there are enough people who will want to buy a Speedback GT.
For those target customers, guaranteed exclusivity and the chance to own a bespoke, hand-crafted car are probably more important considerations than the cash outlay involved. That’s not to say their spending shouldn’t represent decent value to them, though.
Restricting supply of the Speedback GT to just 100 examples will undoubtedly help the situation. While that particular tactic makes a lot of sense anyway, Jaguar’s recent decision to end XK production must have been an influencing factor.
Related post:
David Brown ‘Project Judi’ teased
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