Jaguar will start to sell four new or revised vehicles from this year until 2016, according to Joe Eberhardt, CEO of Jaguar Land Rover North America. Jaguar’s U.S. sales in 2014 were 7% lower than in 2013. However, Jaguar expects a major volume increase in 2016 with the arrival of a redesigned XF midsize sedan and freshened XJ full-size sedan in late winter and the new XE compact coupe and F-Pace compact crossover six months later.
At the New York auto show, Eberhardt said that Jaguar is getting a new showroom. In the U.S. in 2015, Jaguar sold 15,773 cars. He added that Jaguar’s cars will be marketed a "little different" from its German rivals as it will emphasize “seduction, performance and design, with better looks, better value and better drive."
Eberhardt thinks that the model that will affect sales the most is the XE compact coupe, which he describes as a “game-changer” since it allows Jaguar to enter a segment where it didn’t previously have an entry that has “the price and the personality."
Pricing has yet to be revealed but Eberhardt said that it will compete with the BMW 3 series and Mercedes-Benz C class. The Mercedes-Benz C300 has a starting price of $39,325, which includes shipping costs. However, Jaguar doesn’t expect XE sales to approach those of its BMW and Mercedes rivals.
Last year, BMW sold 142,232 units of the 3-series sedan and 4-series coupe. In 2014, Mercedes sold 75,065 C-class cars. Eberhardt said that Jaguar is “realistic” about its mission and that its rivals have high loyalty rates as they’ve been in the market a long time.
He thinks that the midsize XF will represent a bigger challenge but it will enable the company to maintain its volume even as all other units in this segment are down.