Jaguar's sales were up six percent last year, but that isn't enough for the British brand. You see, that accounted for only 81,570 total sales worldwide, while corporate partner Land Rover moved 381,108 vehicles.
Given that disparity, Jaguar needs to do something to jumpstart sales. Part of the plan is to release the new compact 2016 XE sedan next spring, followed by the 2017 F-Pace compact crossover, which will debut at the upcoming Frankfurt Motor Show. Another strategy is to add equipment while cutting or maintaining prices for the 2016 lineup. And the third step in the plan is to offer better support and service. Today, Jaguar announced that all 2016 models will come standard with Jaguar EliteCare.
The company calls EliteCare, a best-in-class coverage package that includes:
- 5-Year/60,000-mile new vehicle limited warranty,
- 5-Year/60,000-mile complimentary scheduled maintenance,
- 5-Year/60,000-mile 24/7 roadside assistance, and
- 5-Year/Unlimited-mileage Jaguar InControl Remote & Protect.
“Jaguar EliteCare provides confidence and value, giving customers a rational ‘permission slip’ to indulge themselves with a car that resonates on a deeply emotional level,” said Joe Eberhardt, CEO of Jaguar Land Rover North America. Jaguar claims the warranty is the best among luxury cars, and the complimentary maintenance is the longest such offering in the luxury market. The new InControl service includes remote access and emergency services.
The EliteCare plan will be transferrable through its term. According to Eberhardt, a parallel plan isn't under consideration for the Land Rover brand.
EliteCare on its own won't be enough to boost Jaguar sales. However, it does give potential buyers more piece of mind to try a brand that has a poor reputation for reliability. It should also team with the better value propositions of the rest of the lineup and two new entry-level models to increase sales substantially. All these measures won't be enough for Jaguar to approach the North American sales figures of Audi, BMW, Mercedes-Benz, Lexus, or even Land Rover, but they should help the bottom line.