Industry News

Jaguar Land Rover Doesn't Have Time For Detroit

And that's actually alright. Here's why.

Jaguar Land Rover (JLR) has a lot going on these days. It just showed off the all-new Range Rover Evoque convertible at the 2015 Los Angeles Auto Show; there’s the new Jaguar F-Pace SUV, which debuted a few months before at the 2015 Frankfurt Motor Show; and it’s also assisting in a land speed record attempt and supplying cars for James Bond movies. The company’s packed schedule means some stuff has to fall by the wayside, and one event JLR will not be attending is the 2016 Detroit Auto Show.

The news comes courtesy of a JLR statement, which also says why the automaker is opting out. “Following a review of our global consumer engagement program, the decision has been made not to exhibit at the Detroit show in 2016. We recognize that the Detroit show is a world-class Tier 1 auto show, however, we have had to make this decision to sharpen our focus as indicated.” The Detroit News notes this isn’t the first time the automaker missed Detroit, noting that in 2012 it skipped out as well. Jaguar Land Rover still plans to hit American shows in 2016, with New York and Los Angeles on its list. It actually makes sense for JLR to pass on the show.

It likely won’t be showing any new models or concepts there and as far as branding goes, well Detroit isn’t exactly a target market when it comes to its newest luxury SUV and convertible SUV. On the flip side, something tell us the folks at Detroit will be able to weather the absence of JLR just fine.

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