Tata owned British manufacturing group, Jaguar Land Rover (JLR), will not be attending next year’s Detroit Auto Show and will instead concentrate on other global shows. Based on their research, the company believes that its time will be better spent at shows that are more in tune with the company’s marketing strategy.
Vice President of Communications and Public Affairs for Jaguar Land Rover North America, Stuart Schorr, stated,” Following a review of our global consumer engagement program, the decision has been made not to exhibit at the Detroit show in 2016. We continue to participate in, and sharpen our focus on, a large number of Tier 1 and Tier 2 motor shows.” Despite giving Detroit a miss, JLR will still be attending other American and international auto shows in New York, Los Angeles, Geneva, Frankfurt, Paris, Beijing, and Shanghai. “We recognize that the Detroit show is a world-class Tier 1 auto show, however, we have had to make this decision to sharpen our focus as indicated,” said Schorr.
It’s unusual for such a famous brand to give a trade show as big as the Detroit Auto Show a miss considering the fact that JLR used this year’s auto show in Detroit to officially announce its F-Pace SUVamidst a lot of hype. Besides the global shows mentioned above, Jaguar is also expected to be present at the 2016 Delhi Auto Expo where it might showcase an Indian-spec version of the Jaguar XE entry-level premium sedan among other upcoming models such as the 2016 XF. The XE will compete against the likes of the Mercedes C-Class, Audi A4 and the BMW 3-Series and will be available in both petrol and diesel. The XE is expected to initially make its way to India as a completely built unit although Tata may decide to begin assembling the Jaguar XE at its plant in Pune.