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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar appoints Joe Eberhardt as North American President

Jaguar Land Rover North America has appointed a new president, Joachim Eberhardt. The German exec, 50, had previously done stints at Chrysler Group, DaimlerChrysler UK, Mercedes-Benz USA and Daimler-Benz.
Eberhardt joins JLR NA in a good, but challenging time for the company. It's fresh off the launch of the Range Rover Sport and Jaguar F-Type, which have been subject to rave reviews, and its overall sales are up 21 percent over 2012. Still, as Automotive News points out, the two manufacturers face a fight to become the equal of A-list competitors like BMW and Mercedes in the eyes of consumers.
"Joe brings a proven industry track record and valuable global leadership experience in luxury sales, service and marketing. We look forward to Joe leading our North American team in working with our retail networks to further grow the business and better serve our customers," JLR's group sales operations director, Andy Goss, said.

Why Jaguar Land Rover's Havn ride-hailing service sounds nicer than Uber or Lyft

Havn is a new app-based ride-hailing service that has launched in London, and promises a more upscale experience than Uber, Lyft, or the city's characteristic black cabs. Havn is backed financially by Jaguar Land Rover, and it exclusively uses Jaguar I-Pace electric SUVs, which are definitely a step up from the Camrys and Accords that seem so popular over here. Havn calls itself a chauffeur service, but it functions similarly to an app-based ride-hailing service. One difference is that you need to request a ride at least 30 minutes in advance. When scheduling a ride, customers are able to specify a music playlist, cabin temperature, and — most compelling of all — your preferred level of "chauffeur interaction." Those chauffeurs, interestingly, are all full-time employees, not gig workers. Havn pricing is based on time plus distance, with a 20 GBP (~$25) minimum charge. Hourly rates also are available, while airport runs have a fixed pricing schedule. Heathrow airport to central London is 74 GBP (~$95), for instance, and Gatwick to West London is 108 GBP (~$140). Airport pickups include an hour of wait time, while other scheduled pickups include 30 minutes waiting at no extra charge. It will be interesting to see whether this service succeeds in London, and whether it makes the leap to our side of the Atlantic. Whether it's Havn or some other startup, a trend toward a better ride-hailing experience, both for passengers and for drivers, would be a positive for an industry that has suffered its share of negatives even while quickly becoming part of the fabric of the modern transportation system. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.