Passport to Service Program Report
BOD/AGM Meetings,  Denver March 20/21, 2009
Sherman D. Taffel, PTS Coordinator

Overview:
Jaguar North America has continued their support of the JCNA PTS Program
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PTS Activity Volume
Activity the past few years has been as follows:
2005-2006: 55 envelopes, 560 respondents, 135 JJ mailings
2006-2007:70 envelopes,  487 respondents,  144 JJ mailings
2007-2008: 57 envelopes, 277 respondents,  81 JJ mailings
2008  since Pittsburgh AGM: 77 respondents total,  43 JJ mailings

As reported at the 2008 Pittsburgh BOD/AGM Meetings, and at the Fall 2008 San Antonio BOD meeting, there has been a  substantial decline in PTS submissions since the fall of 2007.   Some increase has occurred since January 2009.

Jaguar Journal Paid Requests 
Regarding the PTS respondents who authorized or paid for a sample Jaguar Journal.
In 2005 we had  135  or 24.32% ; in 2006 we had 144 or  29.6% & in 2007 we had 79 or  29.2%.
Since the 2008 AGM, we have had 43 JJ requests,or 55.8%, so those percentages increased, despite the recent overall respondent decline (a good measure of interest in JCNA I would think).
Additional JJ samples were/are sent to individuals who may become Jaguar owners (most already  in other British Car Clubs), and/or  young enthusiasts interested in the Marque.

Implications for JCNA/Affiliate Club Membership
Surely, affiliate clubs have a significant ‘new pool’ of potential members from the PTS program that, according to Pascal and Nelson’s analysis - have not been significantly encouraged to join*.

PTS Respondent Jaguar Model Purchases:
I reported  previously that based upon  2006 -2007 PTS style card submitted :
51.6% purchased 'identifiable' Select Edition vehicles. Purchases were pretty much evenly distributed among 2002, 2003, 2004, 2005 , 2006, & 2007 Models, the newer years@  ‘holiday season’.:
- X-Types comprised about 50% of respondents, (including some ‘estate wagons’)
- S-Types 30% (about 1/4 R’s)
- XK8 or XJ8 vehicles  20%, (about 1/3  R’s)
-New XK’s  10%. (Mostly R’s)
 Several respondents of the non X-types (about 25%)  indicated they  had purchased S Type R’s, XKR’s or XJR’s, demonstrating that  Jaguars Contemporary Performance Legacy is still a significant factor for many purchasers of Contemporary Jaguars.

My observation of the 2007-2008 data is that those trends had continued! 
The distribution of respondents has pretty much followed the pattern of previous cycles.  With the exception that 15% were purchasers of NEW XK’s or XJ’s; 50% of which were VP, Portfolio, or R models.
One could say that the Sexy & Fast ‘refocus strategy’  Jaguar articulated in 2007 in their  BOD/AGM Jaguar Report can be observed - through these PTS respondent submissions.
I have seen ‘relative respondents’/ cards from purchasers of XJ ’s and XK’s (Mostly R’s). 
 I have just begun to see a few cards from purchasers  of  the XF.

Synopsis & Implications of PTS card owners supplied data
Given the marketing strategy for the ‘future’ expressed  by Jaguar at the Seattle BOD & AGM, and refined at the Pittsbuurgh 2008 AGM, 

The fact remains that the MAJORITY OF PTS RESPONDENTS ARE ‘previously-enjoyed’/used market X-TYPE ,S-TYPE, and XJ  Purchasers.
As I stated before,  It seems that Jaguar did accomplish what it set out to do with the X-TYPE.  Should (Since) Jaguar  decide to cancel X-TYPE  production, based on PTS enthusiast responses, JCNA MUST continue outreach to X-Type owners in its activities.  As these cars are beginning to have ‘quite substantial mileages, and PTS respondents are a significant percentage of X-Type buyers.

Passport to Service Program Report        BOD/AGM  Denver  2009    page two

For several years now, I have stated my perspective, based upon the PTS data,  that JCNA needs to outreach to owners of these cars for both membership potential, club involvement, as well as offer more X-Type and S-type technical support.  My home club, NCJOC, has done that in both our recent dealership and member-sponsored tech sessions.  JCNA also needs, as well, to develop teams to address the newest technologies incorporated into the XK’s and the new 2007 new release XF’s.  These are the cars that will ‘save Jaguar’ and they are quite sophisticated, reportedly selling ‘well’, despite the fact that many dealers say they don’t have the cars to sell.

In recent years (since the Seattle AGM), The Board, through the coordination of the Executive Committee, the PTS Coordinator, the Webmaster, and Administrative Manager, have followed through on the recommendations made during the previous years, however, PTS ‘new members’ seem to be low, according to Pascal.

In Summary
The PTS program became more effective than ever before in the timeliness of responding to submissions supporting affiliate clubs, and developing a database for analytical research. This effectiveness  is due to the implementation of contemporary technology in the administration of the program, and the determination to use the submitted data for the benefit of the club. I have had more communication from various affiliate club membership chairs since the initiation of the Web-based information sharing within the affiliate clubs system, than I have had in the previous year and ½ again greater than I had with postal mailings.  (especially when I have made an ‘zip code input error’) 
 This says to me that Membership Chairs ARE receiving PTS electronic communications that are beneficial to JCNA’s overall program, but the extent to which ‘significant follow up is made, is still undocumented..

However, the decline in PTS submissions does impact the overall PTS/Individual Club membership ‘source for new members’. Hopefully, Jaguar sales will become strong again, and JCNA will have more info on ‘truly new’, non-JCNA member, Jaguar owners.  Also, the Membership Committee again needs to review how to entice PTS Respondents to join JCNA Affiliate Clubs. While this is still the primary responsibility of the Individual 64 JCNA Clubs, I will work more closely with the Membership Chair to address this issue.

With respect to ‘Modern Jaguars’, Delegates from Individual Clubs will be encouraged to look within their own clubs  membership to the diversity of Jaguar  owned models,  and  contrast that to  the breakdown noted above.  I believe results would be insightful for programmatic planning/and implications for future Concours Guides, Rallye, Slalom , Technical Support, and Touring activities. 

 
Respectfully submitted:
Sherman D. Taffel, PTS Coordinator
March 2009

PTS ACTIVITY April-September 2008

(Usually have 200- 250 respondents between BOD mtgs)

17 Envelopes , 57 respondents total
(both from: Mike Cook-NJ and Barb Grayson Portland)

APRIL= 6
3RD	2		0JJ		
10TH			1JJ	BG
29TH		-	3JJ		

May= 16   	
6th		5	1 JJ		
22nd		7	3JJ		

JUNE=4
3rd		2
6TH			1JJ 	BG
10th		2 JJ

July = 17   
8th		-		3JJ
17th		-		3JJ
22nd		-		3JJ
24th		5		0JJ
29th		-		3JJ

AUGUST= 15
12th		-		4JJ
13th		1		0	BG
14th		2		4JJ
28th		1		3JJ

September= None as of 21 September 2008