Jaguar's Jonathan Browning is trying to make the niche luxury-car maker bigger - much bigger.
Not only does he hope to build sales volume, but he plans to retool Jaguar's brand identity.
Browning, who is midway through his first year as managing director of Jaguar Cars Ltd., will speak about the future of the Coventry, England, company at the 2000 Automotive News World Congress.
On Wednesday morning, Jan. 19, Browning will describe the challenge of guiding Jaguar into the market for near-luxury vehicles.
Last year, Jaguar released its first all-new vehicle developed under Ford Motor Co.'s ownership. Jaguar's new S-Type luxury sedan is selling in North America at the rate of about 1,000 a month. A second all-new vehicle - a baby Jaguar code-named X400 - is in the pipeline.
Together, the S-Type and the X400 will stretch Jaguar from its current market niche into a full-line luxury brand manufacturer. As brand offerings expand, Jaguar hopes volume will rise to 200,000 cars a year, up from the current 50,000.
Also being planned is a station wagon that would compete in the United States against upscale wagons from Mercedes, Audi and BMW.
Jaguar's expansion into the near-luxury market is a key strategy of Ford's Premier Automotive Group. It's up to Browning to make it work.