Jaguar F-Pace to Roar Soon

The Jaguar F-Pace, the increasingly popular small SUV that makes one want to drive it like a sports car, will make its entry into the fledgling Cambodian luxury car market soon.At a pre-launch ceremony last Friday, RMA Cambodia CEO Ngon Sang said the demand for luxury cars was rising in the capital Phnom Penh.



“It’s a lifestyle change and those who can afford it need a new car to match that change,” said Mr. Sang.


“More and more people now want new cars compared to those who still preferred used ones,” he added. “We have an increasing number of customers who want new and safe cars with style. And they can afford to pay for them.


RMA Cambodia is the authorized dealer for Jaguar, Land Rover and Ranger Rover. Jaguar is partly owned by Britain-based Land Rover and the new F-Pace is a strong contender to similar compact SUVs like the Audi Q5, BMW X3 and Mercedes Benz GLC.


The quoted price for a new Jaguar F-Pace is between $140,000 and $160,000, according to Mr. Sang and he expects new models to be available in the country in early August. The F-Pace is available in five models ─ Prestige, Portfolio, R-Sport, F-Pace S and F-Pace First Edition.


Car reviewers claim that the Jaguar F-Pace is lean in fast corners and makes one want to drive it like a sports car.


“The Cambodian luxury car market is beginning to mature,” said Mr. Sang. “Previously car buyers only knew of Toyota Camry and Lexus brands. They never wanted to know of vehicles made in Europe or the United States. But now, all that is changing,” he said.


RMA Cambodia’s car sales increased by 30 percent in the first five months of 2016 compared to last year, Mr. Sang said, without giving details of the number of vehicles sold.


In March 2014, RMA Cambodia became the Kingdom’s sole authorized dealer for Land Rovers and Jaguars. BMW was the first luxury car company to start a dealership in Cambodia in November 2013. Audi then opened its showroom in Cambodia in early 2014. It was soon followed by Porsche, which opened its showroom near the Phnom Penh International Airport.


According to the Nikkei Asian Review, premium brands are entering Cambodia to “tap the growing ranks of the wealthy in urban areas.” The magazine quoted Japanese research company Fourin that estimated that between 30,000 and 40,000 cars were sold in the Kingdom every year. Most of them, however, were used or second-hand ones.