One Land Rover dealer in Kentucky said that the newly vacant Jaguar half of the dealership could be used to showcase certified pre-owned vehicles, or it can be used to separate high-end Land Rover models from the cheaper versions; there is a large gulf in price of over $150,000 between a base Discovery Sport and a top-spec Range Rover SV, for instance.
Jaguar’s motivation to reinvent itself does not come as a shock. One New York Jaguar Land Rover dealer said that even at its peak, Jaguar sales only accounted for 15% to 20% of the dealership’s total sales. Last year, Jag sales in the US dipped by almost 30% to 9,128 units.
Does the Jaguar brand have the gravitas to lure buyers away from Bentley, Aston Martin, or Rolls-Royce? Well, the company has committed to this new direction, so we’ll soon be able to answer that question.