Industry News

Will 2016 Be The Year Of The Jaguar?

Company plans big US comeback with four new models.

Following several years of treading water and trying to keep up with fierce competition from Japanese and European luxury automakers, Jaguar is now preparing to take America by storm. In the coming months, the Indian-owned British automaker plans to roll out four brand-new or facelifted models in the US market, with the intention of reinforcing its standing as a leading luxury brand, Automotive News reports. The first arrival will be the XF midsize sedan, which recently made a noisy debut at the New York Auto Show.

Next in line, a refreshed XJ will be presented near the end of 2015, as the company hopes a fresh face will keep it relevant in its competitive category. But early 2016 holds much more important news for the company, with the advent of two new models: the company's first shot at an SUV – the F-Pace – as well as a compact coupe based on the XE sedan. Despite US sales plummeting to below 16,000 units in 2014, Jaguar officials seem confident in their ability to make a comeback: "It is about seduction, performance and design, with better looks, better value and better drive," said Joe Eberhardt, CEO of Jaguar and Land Rover North America.

"There is almost a ubiquity about the German sedan," he said. "There is an awful lot of German metal on the road, and buyers don't want Lexus necessarily." The question is: do they want a Jaguar?

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