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Speaking with CarAdvice at the launch of the Land Rover Discovery Sport, Jaguar Land Rover Australia's managing director, Matt Wiesner, denied the new Jaguar SUV would cannibalise rather than grow the group's current total SUV sales.

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"We need to better understand the role it plays within the range," Wiesner said.

"We purely look at F-Pace as being a statement it makes around Jaguar and the relevance it creates around Jaguar as being arguably more important than XE, as we suddenly open up Jaguar to a whole new growing market trend that it has never had a foot in."

The Jaguar F-Pace will be Porsche Macan-like in terms of its size and competitor set, which would put it up against not only the Range Rover Evoque but also likely the Range Rover Sport.

Wiesner believes that the buyer group for Jaguar and Range Rover is different enough that there's enough room for both to exist concurrently.

"All indicators are that there's certainly plenty of space for us to enter the [SUV segment] with a Jaguar but also with additional Range Rover products as well.

"It creates an opportunity for us to bring people in who would never have considered a Jaguar if we hadn't been in that premium SUV space. It has to be Jaguar and it has to be a dynamic driver's SUV."
 

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Jaguar is referring to the new F-Pace model as a "performance crossover" as opposed to an SUV. The name is designed to align it with the F-Type sports car and distance it from those more rugged products offered by sister-company Land Rover.
 
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