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Jaguar Land Rover looking to combine brands under one roof in the US

Over the next three years, Jaguar Land Rover hopes to reduce the number of dealerships in the United States by roughly 20% by consolidating the two brands into a single dealership with an ideal figure of about 200 dealerships remaining when the process is complete.

Right now, there are 247 dealerships in the United States and 97 of those only sell one of the two company brands – either Jaguar or Land Rover – while the other 150 offer both brands under one roof. Over the next three years, company management hopes to cut the number by about 47 dealerships by merging the majority of those 97 single-brand dealerships into one, dual-brand dealership entity.

Jaguar Land Rover management are trying to model their dealership layout more like Mercedes Benz or BMW – both of which has broad product offerings ranging from sports cars to premium luxury sedans to high end sport utility vehicles under one roof. Jaguar Land Rover as a company offers a similar range of products but management feels that those dealerships with only one brand are not competing as well with Mercedes or BMW because in selling only Jaguar or only Land Rover, those dealerships will either offer luxury SUVs or luxury sports cars/sedans.

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