Jaguar Cars North America this year plans to unveil showroom architecture for its 150 dealers. Two architecture firms working together are developing initial sketches.
It will be the first common dealership design theme for the company. Jaguar had allowed dealers to have their own interpretation of what the Jaguar brand represents, Mark Scarpato said yesterday.
Scarpato is vice president of franchise operations for Aston Martin Jaguar Land Rover. But that meant no two stores had anything in common, which hurt brand equity.
One of the challenges of the new design is how it might link with Land Rover Centres. Of the 300 total Jaguar and Land Rover points, it is hoped that about 100 will be under the same roof.
But Land Rover Centres have different designs, moods and salesperson attire, which could clash if shared with a Jaguar showroom, Scarpato said.
There already are several lawsuits involving Jaguar and Land Rover dealers who say the plan to commonize Jaguar and Land Rover stores unfairly affects them.
In addition, Jaguar dealers may be hesitant to invest in a showroom upgrade in these tenuous economic times, acknowledged Scarpato, who was hired away from Lexus last year.