Jaguar Land Rover will increase its Middle Eastern footprint to 64 dealerships across 18 markets in the region from its current 40 within the next three years, the firm’s regional chief said.
“I want to ensure that we have a long term business that is sustainable and profitable for both the Jaguar and Land Rover brands,” said Bruce Robertson, managing director of Jaguar Land Rover MENA.
“We will achieve this through successful partnerships with our dealers and delivering products that are relevant to consumers here in the region.”
He added that the company is planning to step up its investment in the MENA region through the launch of new facilities, which include a $1.5 million engineering test centre to test examine its products in the region.
The British automobile manufacturer also launched the JLR training academy- a concept similar to its academy in the UK – to improve customer service. Jaguar Land Rover MENA has also invested extensively in gauging regional consumer insights and trends across the region.
“For us, it goes beyond in-market testing and training – we are actually engineering our cars for this region based on the feedback we get from our customers and I am confident we will have even more innovative products that are tailored for our MENA audience – cars that won’t just be popular, but will dominate their segments.”
The executive said that the car manufacturer will also open a distribution centre in the Jebel Ali Free Zone to service the region.
Jaguar’s sales rose 21 per cent in the last fiscal year while Land Rover’s sales surged 39 per cent last fiscal year.
The MENA region currently ranks the fifth biggest market for both the Land Rover and Jaguar brands. It also has a varied line- up of new models in 2014.
“For Jaguar, 2014 model-year highlights include the new Jaguar XJR and Jaguar XFR-S models, joining Jaguar’s line-up of vehicles, boasting enhanced features, innovative technologies and new levels of luxury, comfort and performance. We also expect to see a growing momentum for the recently introduced F-TYPE,” Justin Weaving, Jaguar Land Rover MENA’s sales director told Gulf Business in a recent interview.
“On Land Rover, our 2014 model-year range features the Range Rover Evoque, LR4 and LR2 all of which have added features and new and innovative technologies.”
Weaving said that the company is investing around £2.75 billion globally in products and facilities during the financial year to March 2014, enabling it to launch eight new products this year.
“This investment will also ensure we are well-positioned, strategically and financially, for future growth, and we look forward to announcing more exciting news in 2014.”