
Jaguar's Plan to Lead the Luxury Market
“The next couple years will be the time when we fundamentally change the Jaguar brand for good....We [will] take the core lineup and basically reinvent it.”
So says Joe Eberhardt, president and CEO of Jaguar Land Rover North America. Jaguar is going to grow its presence in the luxury market. How? By playing up its emotional connection with consumers while updating their lineup with models like the XE and F-Pace and making a greater effort to cater to the basic needs of drivers.