To say it?s been a couple generations of a rough ride for Jaguar would be an understatement. The British car brand that in the 1950s and ?60s virtually defined what a luxury car should be has spent much of the past four decades trying to recapture its former glories.
Today in New York, Jaguar ? which has been on a slow but ably-managed upswing since its skeptically-viewed purchase by India?s Tata Motors in 2008 ? laid out a comprehensive product, ownership-experience and marketing blitz that the company believes will by early next year utterly transform the brand?s influence in a market dominated by larger, mostly German makes such as Mercedes-Benz, BMW and Audi.
Jaguar thinks the initiative has the potential to triple its sales, which at 81,570 globally last year made for the brand?s best performance in a decade. But it sold just 15,773 vehicles in the U.S. with three-car lineup oriented towards the upper end of the luxury price spectrum ? and no crossover or ?entry?-priced models, which for several years have represented the real growth opportunity for luxury brands.
The XE sedan, coming to Jaguar’s U.S. showrooms next spring, is vital for Jaguar in the entry-luxury price point. (Courtesy Jaguar North America)
The XE sedan, coming to Jaguar?s U.S. showrooms next spring, is vital for Jaguar in the entry-luxury price point. (Courtesy Jaguar North America)
Jaguar?s initiative announced today aims to change all that with two new vehicles ? the entry-priced XE sedan and desperately-needed F-Pace compact crossover ? coming in short order, as well as more aggressive pricing for its existing models and a longer warranty and comprehensive no-charge maintenance program aimed at alleviating lingering concerns about British-car quality.
Vital New Models
In an interview with Forbes prior to today?s announcement, Joachim (Joe) W. Eberhardt, president of Jaguar Land Rover North America, said the new XE sedan and F-Pace crossover are crucial to finally expanding Jaguar?s reach.
Read more at?FORBES