British Carmaker Jaguar Plans to Boost Its Presence and Visibility in Bahrain

British carmaker Jaguar plans to boost its presence and visibility in Bahrain in the next few years through a major campaign that will not only promote the brand as an affordable luxury car but also its heritage.

Mr Stephen Harris general manager of Jaguar Bahrain said that the perception among the people that the brand is expensive and unaffordable has to be changed. He said that "We will not only promote the brand as an affordable luxury car but also the brand's heritage, which goes back more than a hundred years."

Mr Harris said that a Mohammed Jalal company, Jaguar Bahrain will also further promote itself as a company that believes in quality care and provides the best to its existing and prospective customers.

He added that "We have in place several expansion plans in the next couple of years, among them a planned increase in visibility and sales. We are aiming to get to capturing between 17% and 18% of the luxury car market, up from the present around 12%."

He said that also on the cards is a full renovation of the body shop and more investments in technology, taking the brand forward. The Jaguar models are not expensive when compared with other luxury brands but we have to make people aware of our cars even more. We will do this by an advertising campaign and speaking about our award winning customer services.

Mr Harris said that he is aware it was not an easy task. The process has started already and it will take time but we will get there.

According to him, the recent take over of the company by Indian auto giant TATA Motors had helped Jaguar come off the shackles and allowed the brand to breathe.

He further added that "After the takeover, there have been substantial investments as we take the brand towards the 21st century. In Bahrain, we aim to take our annual sales figures to around 300 cars annually from the present around 150, by 2014."