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Jaguar Land Rover Pushing Dealers To Dual Brand Model

 

2014 Jaguar F-Type

2014 Jaguar F-Type

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Jaguar builds luxury sedans, coupes and convertibles, but no SUVs or crossovers. Land Rover builds luxury SUVs and crossovers, but has no sedans, coupes or convertibles in its current range (and yes, we’re not counting the two-door Evoque and Evoque Convertible concept).

That’s becoming a problem for Jaguar Land Rover, as consumers can easily shop for a wider range of models at Mercedes-Benz, BMW, Audi or even Lexus dealers. Ideally, Jaguar and Land Rover dealerships would be unified under one roof to provide new car shoppers a wider array of choices from a single retail location.

While the brand isn’t requiring dealers to consolidate, Automotive News (subscription required) says that’s the ultimate goal of Andy Goss, Jaguar Land Rover’s North American CEO. In his words, “There is only one future, Jaguar Land Rover.”

If Goss is correct with his projections, some 70-percent of Jaguar and Land Rover franchises will be consolidated by the end of 2015. That’s up from just 28-percent of Jaguar and Land Rover dealers today; currently, there are 92 unified franchises, but 22 more dealerships are working on bringing the brands together in the near future.

Goss’ words came at the opening of Prestige Jaguar Land Rover in Paramus, New Jersey. The dealership is already the highest volume Land Rover dealer in the United States, selling some 1,456 vehicles in 2011.

Prior to the expansion, Prestige purchased a nearby Jaguar retailer and has now merged the brands in one location, though it still maintains separate showrooms joined by a common service area.

Even Ratan Tata, chairman of Tata Motors (parent to both Jaguar and Land Rover) was on hand for the 68,000 square foot dealership’s grand opening, which speaks of company’s commitment to supporting its highest-performing dealers.

As if Goss’ prediction for the future wasn’t enough, Tata added his own agreement, saying, “This dealership is a fresh look at how cars can be retailed. This is a very successful implementation of a dealership, maybe the way things will have to be in the next few years.”

We’re inclined to agree, even if Mercedes-Benz, BMW, Audi and Lexus would beg to differ.

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