The Jaguar label has always had a little more flair and prestige than its rivals, a trait its management would like to maintain by reducing the volume of cars it sells. Jaguar won’t be following brands like Mercedes-Benz and BMW, which have been creating new models to fill niches not normally associated with premium labels.
“Some of our competitors act like volume brands with contract hire rates, incentives and money off up front,” said Jaguar marketing manager David Lewis, speaking recently with Business Car. “We’ve taken an alternative route. We’re looking at niche premium and making more money from less cars,” he said. “We don’t want to be selling huge amounts of cars without making money.”
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