JAGUAR AT THE NEW YORK AUTO SHOW

Heading to New York for the auto show this week? I'll be there. Wouldn't miss it for the world. Same as I didn't miss L.A., Detroit and Geneva. Same as I won't be missing Beijing next month, writes Mike O'Driscoll, Managing Director, Jaguar Cars.

You could say I'm a little addicted to auto shows. For me, they provide a terrific opportunity to connect with so many people in so short a time. Journalists, dealers, friends in the industry, my executive team, customers. On a press day, I reckon I'll talk to at least 100 people. Maybe more.

It may be a quick 'hello' and a hand shake, an on‑camera sound‑bite, or a sit‑down interview, but it's a connection. Which is what so much of this business is still all about.

And for me, in the space of an hour, I can sharpen my product knowledge by walking the show floor and seeing and touching all the key new model introductions. Looking at pictures on a computer screen, or in a magazine, is just not the same.

During the past two years there has been much talk in the industry of brands backing out of major auto shows to save the financial outlay. And make no mistake, running a stand at any auto show requires a considerable investment.

But ultimately, we don't see backing out as an option, especially now. For the Detroit Show this year we made the decision to exhibit our all new full lineup alongside some of the biggest displays in the industry. Our exhibit had a smaller footprint, but our message was clear: Jaguar is back. The cars are what people come out to see, and everyone came by to see the new XJ.

New York is one of the most important global shows for Jaguar. It gives New York luxury car buyers an up‑close look at not only the most exciting new luxury vehicle on the market, the all‑new XJ, but also the complete new Jaguar 'showroom', with our award‑winning 2010 XF and our beautiful high‑performance 2010 XK.

So stop by and see the new Jaguar lineup. I'll be there. Wouldn't miss it for the world.