James Constable hit a hat-trick as Oxford recorded their first league win of the season by thrashing Morecambe 4-0.
Two goals in four minutes midway through the first half spurred the U's to victory.
Midfielder Simon Heslop hammered in a 30-yard drive after 21 minutes that left goalkeeper Barry Roche helpless.
And from Heslop's corner four minutes later, skipper Constable headed powerfully into the roof of the net.
Oxford, without a goal in four games before this match, seemed to have a shoot-on-sight policy as Matt Green, Heslop and Tom Craddock all fired in efforts from distance.
Struggling Morecambe, also looking for their first victory in League Two, were dealt a big blow when striker Phil Jevons went off injured after just eight minutes.
Overrun in the first half, the Shrimps gave it more of a go after the break. Craig Stanley struck an angled shot into the side-netting and Mark Duffy's drive deflected just wide.
Morecambe left-back Laurence Wilson was sent off for a second yellow card for bringing down substitute Alfie Potter, and they were punished by a third Oxford goal after 82 minutes when Constable drilled in his second.
Constable then completed his hat-trick from Potter's cutback in stoppage time.
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