Next year, Jaguar is expected to launch a coupe version of the F-Type. Later, a sedan to compete with the BMW 3 series, as well as a compact crossover, are expected.
"When you buy the wife the Tiffany ring, she also wants the blue box," Goss said. "We have the F-Type and all the other products as the ring, but we have to have the blue box."
Jaguar's dealership standards were last updated in 2003.
The new standards will "bring out the Britishness and aspects of our heritage," said Goss, a native of Manchester, England, who previously headed Porsche Cars Great Britain. "We want to convey the message that we are not a Teutonic brand. We will appeal more to the senses. The biggest difference is a lot more color."
The new standards include a canopy for the service drive, a heritage wall and a performance center that will showcase the latest car. In addition to the traditional British racing green, cranberry will be used in key areas such as reception and the performance center.
The F-Type performance center will feature:
- A free-standing graphic wall that has a floor-to-ceiling image of the F-Type.
- An iPad stand that allows customers to configure vehicles and view custom Jaguar videos and images.
- A monitor that displays Jaguar advertising and marketing, and dealer-specific content.
Goss said the cost for each store will depend on how much work is required. He declined to give more details.
Jaguar will take recent improvements into consideration and give dealerships that have made changes more time to adapt to the new standard. Goss did not set a timetable.
Jaguar has 165 dealerships -- 68 standalones and 97 that are dualed with Land Rover.
"Our expectation is that people will move to the new standard as quickly as we can get there," Goss said.