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Jaguar/Land Rover To Shift From Niche Vehicles to Mainstream With 5 Year Product Offensive

News | May 6th, 2011 by 8
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In the past years, Jaguar has been taking an offensive stance in the premium automobile market and with the launch of new, compelling products, the …

In the past years, Jaguar has been taking an offensive stance in the premium automobile market and with the launch of new, compelling products, the now Tata-owned company, managed to draw customers’ attention.

Now British automaker has more ambitious plans in the work along with its sibling Land Rover brand. Senior company officials told TheDetroitBureau.com that the two brands will jointly be launching a major product assault over the next five years with the goal of lifting Jaguar and Land Rover out of their low-volume niches and planting them much more firmly in the luxury mainstream.

Jaguar/Land Rover To Shift From Niche Vehicles to Mainstream With 5 Year Product Offensive

Adrian Hallmark, Jaguar Global Brand Director, said the compamy will be launching 40 new cars, derivatives and (major) technologies from Jaguar/Land Rover in the next five years. To gain more traction in the premium market, the company will break down the products into three categories.

  • Products that slot above and below the current Jaguar and Land Rover line-up, as well as those that broaden the current line-up’s appeal;
  • Products that can expand the appeal of the two brands in markets where they currently don’t have a presence;
  • Technologies that expand the capabilities of the two brands — possibly including new diesels, hybrids and other advanced propulsion systems.

As we announced in the past also, a new vehicle will be slotted below the XF model as a competitor to the smaller offerings from BMW, Audi and Mercedes.

Jaguar/Land Rover To Shift From Niche Vehicles to Mainstream With 5 Year Product Offensive

But the company won’t stop here. Seeing the continuing growth of the crossover market, Jaguar is planning to build a competitor for the BMW X5 and Audi Q7. “Just because we’re part of Jaguar/Land Rover doesn’t mean we can’t look at crossovers,” said Hallmark.

But the company has no plans to develop a product that will overlap with the offerings under the Land Rover brand. “We will not overlap,” echoed Dr. Ralf Speth, the Jaguar Land Rover CEO.

At one point, former Ford CEO Jacques Nasser laid out plans that could push Jaguar sales to 200,000 a year and beyond. Today, however, it is barely at the 50,000 mark. The product offensive could transform the maker from a niche player to something more on a par with its German rivals, though “We won’t be selling 1 million Jaguars a year,” Hallmark cautioned. “But we want to sell big multiples” of the current numbers…a lot more than today.”

[Source: TheDetroitBureau ]

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  • Badger

    The British are coming!

  • Manny Antunes

    About time other OEMs figured out what BMW has known for decades.

  • britperfidy

    The British aren’t buying!:

    Jaguar sales down 58% year-on-year in April ( http://www.smmt.co.uk/2011/05/new-car-registrations-ahead-of-expectations-despite-challenging-conditions/ )

    Land Rover doing much better (sarc.), down only 29%.

    Jaguar’s cramped-in-rear, lardy, thirsty, electrical gremlin-prone S-type-in-drag XF was being murdered by the E-class from ’09, and is now being cremated by the 5-series since ’10, and it falls to the new A6 to scatter its ashes. The XF was the most overhyped, overrated car by the Brit auto press, but the paying/leasing/company car user-choosers saw through the bilge put out by the corrupt Brit hacks, Haymarket’s Autocar publication foremost, obviously in thrall to Tata’s bottomless ‘entertainment’ budget.

    Land Rover, having had a minor boom in sales in 2010, off the back of some moderate product facelifts and again stomach-turning, arse-licking puff pieces by the Brit and Yank auto hacks and Tata’s largesse, has been brought crashing back down by £6/gal./$4/gal. petrol/gas and its effect on its near-3 tonne behemoth, at-best 20mpg gas guzzlers and the runaway success of the new X3 and the buoyant sales of the Q5 and GLK. Land Rover’s near-term prospects look now as bleak as Jaguar’s.

    Pay no heed to this spoiler by Tata/JLR and its compliant hackerati, released with news of Jag’s intention to build its £750k sports car in UK this morning, to divert from Jaguar’s and LR’s appalling UK and continental Europe sales figures in April and year to date. Tata’s intention is to feed BS stories about £5bn investment plans, new £3/4m sports cars, Williams Formula One, … blah, blah, blah, but then try to sell the whole kit and caboodle next year to some to some other poor sucker, after the UK taxpayer, Honda, British Aerospace, BMW, Ford Motor Co., the Chinese? and so on. It’s just a pump and dump operation by Tata to try and get the best price for JLR in 2012. Ain’t gonna work.

  • Giom

    The British are coming? They used to lead – with manufacturers like Jag and RR. The big British problem are the brits themselves. They once made great cars, so they said, lets not change anything, obviously you can’t improve on our best!
    Well, they did. They all did, not just the Germans. Lately, the Koreans are catching up fast while the Brits hardly even own any of their once great marques. It takes a giant company from India to make something of Jag, cause the Brits are STUCK in a paradigm. Sure they critizise EVERY other manufacturer – especially those from Germany, but can’t seem to do one thing right themselves.
    Now, for Jag to sell more cars – simple. They follow. Time to copy the Germans because they obviously do everything wrong. Soon, you will be hearing those pompous british journos on how they turned the motoring world up-side-down. Because Jag is British!

  • Otto

    Jaguar Cars announced today that it will produce 250 C-X75 supercars. It will be developed by Williams F1, feature a petrol engine + 2 electrical ones, reach 320 kph and produce less than 100 g/km of CO2 and be priced at 790K Euros (1M $) and compete with the upcoming Porsche 918.

    RIP i8.

    • http://www.facebook.com/profile.php?id=1842858183 Ahmad Haziq

      Well you do know the that the i8 is different than those two right?

      • Otto

        No I don’t.

        In what way?

  • Otto

    Jaguar Cars announced today that it will produce 250 C-X75 supercars. It will be developed by Williams F1, feature a petrol engine + 2 electrical ones, reach 320 kph and produce less than 100 g/km of CO2 and be priced at 790K Euros (1M $) and compete with the upcoming Porsche 918.

    RIP i8.

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