Throughout the week preceding the awards ceremony, viewers watched Formula 1’s Louise Goodman test drive the 16 vehicles on the UK TV channel where she highlighted the various attributes of each car. The vehicles were then divided into four categories for viewers to make their selection. The categories were Sport, Family, Luxury and 4x4.

Jaguar’s UK Managing Director Geoff Cousins, said of the award: "We are delighted that the XK came out top of the bunch in what was an extremely strong and competitive short list. This recognition is especially pleasing as it was voted for by the public. I am also delighted for everyone responsible for the car''s production here in the UK; they should all feel very proud that Jaguar came out top."

Loris Vigiani, Production Manager for UK TV said: "The competition was tough but the performance, shape and sheer beauty of the Jaguar XK Coupe obviously won the hearts and minds of the viewing public, beating Volvo, Mercedes and Maserati to win the ‘Luxury’ category; as well as Lotus, BMW and Porsche amongst others to win overall."

Fifth Gear’s Vicki Butler-Henderson and Adrian Simpson hosted the live awards. Viewers were invited to make their choice by text message on their mobile phone or via the UKTV website.

Since the Jaguar XK went on sale in March this year, Jaguar has taken more than 9,000 orders and delivered 5,000 vehicles worldwide. The XK has won eight awards in total since its launch, including ''Car of the Year'' at the Auto Express Awards 2006. Prices start at £59,995 for the XK Coupe and £65,995 for the Convertible.