Compared to other major luxury brands in the US market (Mercedes/BMW/Audi/Lexus/Infiniti/Acura etc), Jaguar is somewhat “small”.
Below is 2014 sales figure for the above brands:
Jaguar: 15,773 units
Mercedes: 356,136 units
BMW: 339,738 units
Audi: 182,011 units
Lexus: 311,389 units
Infiniti: 117,330 units
Acura: 167,843 units
So you can see Jaguar’s sales is just a tiny portion of its competitors. However, this does not mean Jaguar cars are low quality, or technologically outdated. In fact it has two very prominent advantages in the automobile industry:
(Above: Jaguar XE’s aluminum body-in-white)
1. Aluminum car body structure across the full product line...
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