Jaguar North America CEO Andy Gross wants Jaguar to have the same level of prestige as brands like BMW, Mercedes-Benz, Audi, and Lexus. Jaguar hopes to use its F-Type, XJR 550-hp sedan, and XKR GT to push the brand image forward. They have forecast 15.3 million US vehicle sales, and hope to see both Jaguar and Land Rover sales increase by double digits this year.
Now owned by Indian auto manufacturer Tata Motors, an increase in sales in Jaguar for the company could change the face of the market significantly. American auto manufacturers have failed to make the same mark on the luxury car market as foreign auto makers like Toyota and German manufacturers. Another foreign player in the luxury car market would make it harder for American luxury cars like Lincoln and Cadillac to reap the same profit margins that their foreign competitors have.
Ultimately, there is only one way to truly move a brand image forward: consistently producing cars at a high level. It’s up to Jaguar to manufacture cars that are competitive in terms of style and quality with their competitors. If they can have sustained success in design and engineering, the sales and reputation will follow.