Jaguar’s U.S. volume more than doubled in 2016, rising to a 12-year high thanks to the launch of an all-new entry-level sedan and the brand’s first-ever SUV.
The XE and F-Pace, which now account for nearly three-quarters of Jaguar’s U.S. volume, have taken the brand to a high-volume place (relatively speaking) Jaguar hasn’t visited since the X-Type roamed dealer forecourts.
One year ago, those models didn’t exist, and Jaguar was selling fewer than 50 cars per day in America.
Now Jaguar’s on fire. Year-over-year growth is explosive, with Jaguar’s U.S. volume more than doubling in each of the last ten months and more than tripling in each of 2016’s final three months.
That level of growth can’t be sustained. Jaguar Land Rover North America’s CEO Joachim Eberhardt told Wards Auto, “We have to continue to grow, but we are not looking to grow at the pace we have been.”
All that growth “still does not make us a giant luxury brand,” Eberhardt says. “It makes us a bigger luxury brand that now has scale but is still special and exclusive.”
There’s the key word. Exclusive. “I think that is part of our appeal and something to focus on maintaining,” claims Eberhardt.
What a revolutionary approach for a premium auto brand. Read More >