In the long run, a repositioned Jaguar selling only premium cars could achieve the same sales levels as Porsche, says Mike O'Driscoll, managing director of Jaguar Cars Ltd.
That would mean annual global sales of between 100,000 and 120,000 vehicles, rather than the Mercedes-Benz level of more than 1 million units, says O'Driscoll. But that's a significant increase from the 70,000-unit sales Jaguar expects this year, up from about 60,000 units last year.
O'Driscoll would not predict U.S. sales for this year. Through October, Jaguar had sold 12,575 units in the United States.
The new Jaguar concentrating on high-line vehicles is looking at a starting sticker price of $50,000 for its cars, he says.
O'Driscoll, 52, and Gary Temple, 65, president of Jaguar Land Rover North America LLC, were interviewed at the Los Angeles Auto Show by Staff Reporter Diana T. Kurylko.
How far along are you in repositioning Jaguar as a premium luxury brand?
O'Driscoll: We've been remaking Jaguar for a couple of years now. The XK (grand …
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