James Constable hit a hat-trick as Oxford recorded their first league win of the season by thrashing Morecambe 4-0.
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.
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.