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Jaguar Moving To Revitalise And Redefine

Jaguar has declared it is on a mission to redefine itself as it works to combat waning sales and strong competition. Speaking at the launch of the Jaguar XF 2.0 i4, brand manager Mark Eedle admitted it had been a tough few years for the British mar


Jaguar has declared it is on a mission to redefine itself as it works to combat waning sales and strong competition.

Speaking at the launch of the Jaguar XF 2.0 i4, brand manager Mark Eedle admitted it had been a tough few years for the British marque.

“After X-Type, our volumes went south; and it was a volume car,” Mr Eedle told TMR. “What we're doing now is building our brand back up in both volume and profit.”

“We're trying to redefine what the brand stands for,” he said. “Ten years ago we had a completely different model lineup. So we introduced the ‘Beautiful, fast cars’ design philosophy, starting with the XK, then XF, XJ and now F-TYPE.”

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