Jaguar Land Rover (JLR) is pushing for more dealers to integrate both brands into a single showroom in an effort to compete better with other luxury brands.
It hopes in doing so, customers will find a better, more convenient buying experience. People in the market for something from either brand are likely to consider buying from BMW, Audi or Mercedes, all of which offer a wider variety of vehicles in a single showroom. Integrating both brands in a single store will offer the same advantage. JLR North American boss Andy Goss announced the plan during the summer.
The switch isn’t mandatory for now, but Goss said there is only one future for the brand and that involves consolidation.
Goss reiterated the plan during the grand opening of Prestige Jaguar Land Rover in Paramus, New Jersey. A 68,000 square-foot facility, Prestige is already the highest volume Land Rover dealer in the U.S., but recently purchased a Jaguar dealer to combine them into one location.
As more dealerships embody the brand’s goal, Goss hopes to come closer to achieving 100,000 annual unit sales in North America, which would represent nearly double Jaguar and Land Rover’s combined 2011 sales.
[Source: Automotive News]