It can be difficult separating perceptions from reality. Just ask the folks from Jaguar, the British maker still battling an image of poor quality even though it routinely scores among the best in the auto industry.
That’s one of the key reasons, among several, why Jaguar officials believe they’ve struggled to grow at the same pace as their key competitors – or even as quickly as partner brand Land Rover. So, the British luxury carmaker is launching a major campaign that, says a senior official, is aimed at “fundamentally transforming the Jaguar brand.”
The effort will aim to address quality concerns with, among other things, an extended warranty and a new free maintenance program. The maker will adjust pricing to make the brand more attainable. And it will bring to market an assortment of all-new and significantly updated products, including the new XE compact sedan and Jaguar’s first-ever crossover-utility vehicle, the F Pace.