The Jaguar XF is a mid-size luxury car sports saloon made by Jaguar Cars. It was launched in the UK in 2008 and replaced the S-Type in the company's lineup. The production version of the Jaguar XF debuted at the 2007 Frankfurt Motor Show,and customer deliveries commenced in March 2008. In January 2008, the XF was awarded the prestigious What Car? Car of the Year award, as well as taking away the prize in the executive car category. The Jaguar XF was also awarded Car of the Year 2008. The Jaguar C- XF was a concept car which indicated a new design direction for Jaguar Cars. It was revealed at the North American International Auto Show in Detroit, Michigan. The C- XF concept was a preview of the forthcoming Jaguar XF model. The current and previous generations of Jaguar cars were notably "retro" in design, being heavily influenced by styling cues from classic Jaguars from the 1960s. The C- XF represents a departure from that design strategy. Although the Jaguar C-XF has four doors, its shape is very much that of a coupé, following a design trend started by the already successful Mercedes-Benz CLS-Class. Jaguar knows that this approach could limit the potential market for the car, but the thinking within Jaguar is that its current woes are down to an overly ambitious, poorly conceived and executed plan to turn Jaguar into a large-volume rival for BMW, Mercedes-Benz and Audi. So now, instead of building the 200,000 cars per year, mooted at the turn of the century it will aim for somewhat less than 100,000, turning Jaguar into an exclusive, low-volume manufacturer of high-quality premium sporting cars. Hence, before Jaguar's exit from the Ford group, the role of the large-volume rival against the established luxury German brands will be have been played by Volvo, the most successful and profitable company in now-defunct Premier Automotive Group, Ford's stable of luxury brands. The Jaguar XK was the first tentative step in this direction — the XF is the giant leap, as Ian Callum puts it: "Jaguars should be perceived as cool cars, and cool cars attract interesting, edgy people."