Jaguar has long suffered from perceptions of poor quality and reliability compared to the other notable luxury brands, doubly so in the US.
So what is Jaguar to do. they could double down and try and position themselves above the Teutonic trio, but that's a precarious endeavour, one that leaves them competing with Bentley, Maserati and Rolls Royce. They could attempt to reach further downmarket to boost their meagre 16,000 per year sales total in the US, but then that destroys any notion of luxury.
Jaguar Land Rover North America CEO Joe Eberhardt announced last week that Jaguar would be fixing all that plagues its US operation in one fell strategic swoop.
First came the comprehensive 5 year/60,000 mile scheduled maintenance plan, a first for the brand. Why they've never offered one before is beyond the scope of this discussion.
Second Eberhardt announced that all models would either receive price cuts or have more content added to the base model, which should make Jaguars more attractive to savvy shoppers.
Neither of these moves guarantee success, but what they at least give Jaguar is an even playing field. They have satisfied the most rudimentary prerequisites of the modern luxury shopper, the product is killer, now they just need a brand image to match...