“Though the process has taken place over a few years and may not be visible as a single outlay, we have successfully facelifted Jaguar's entire business in South Africa,” says Richard Gouverneur, Managing Director of Jaguar South Africa and sub-Sahara Africa. “We have modernised every function of our company, from the look and feel of our dealerships, to the way we engage with customers and the training our staff receives. The vehicles we offer are cutting-edge, and our customer engagement model needs to be too.”
The way consumers buy cars is evolving so the ways in which products are presented need to change with the times. The revamped EXPERIENCE Johannesburg facility in Lonehill offers more than just static displays of shiny new metal. The R100-million investment gives customers a glimpse of both the heritage and the lifestyles that come with the Jaguar and brands respectively.
While the core proposition of EXPERIENCE Johannesburg is a range of driving experiences in any one of Jaguar's vehicles on a variety of skidpans, handling tracks and off-road obstacles, the facility actually offers much more. An exquisite restaurant is open to the public for breakfast and lunch, corporates are invited to hire a 52-seater cinema for product launches, and a range of flexible board rooms is available for meetings.
Individual hi-tech Jaguar configurator studios feature interactive touchscreens and material displays so visitors can devise endless combinations of dream cars and see them come to life digitally. Even kids of all ages are catered for with miniature race tracks and off-road courses to be experienced, for free, in electric ride-on Jaguar vehicles.
More than R970-million has been spent upgrading Jaguar dealerships. The upgrades bring local franchises up to a standard shared with the brand’s counterparts all over the world.
Back-of-house investment is also key. A business cannot operate effectively without the development of skills so dealer and technician training is crucial. Jaguar spent R57-million on training personnel in 2018 and expects to spend another R55-million this year.
Jaguar CEO Dr Ralf Speth announced in 2017 that every new model line in the brand’s offering will be electrified from 2020. Customers will have a choice of fully-electric (EV), plug-in hybrid (PHEV) or mild-hybrid (MHEV) drivetrains in any Jaguar product from next year.
“Electric cars aren’t coming. They’re already here,”says Gouverneur. “Jaguar’s first all-electric car, the I-PACE, as well as plug-in hybrid Range Rovers are already available in South Africa. There’s a belief that the concept of electrification cannot work in our market, but I assure you it can. It must.”
“As the markets we source our cars from, namely Europe and Asia, move toward electric vehicles, South Africa must move with them,”says Gouverneur. “It’s predicted that within six years EVs will make up 11% of all vehicles sold globally, and if South Africa follows the trend it could mean more than 145 000 EVs in our market by then. By 2040 it’s expected that EVs will make up 55% of all vehicles sold, surpassing internal combustion engine cars.”
An initial investment of over R30-million saw Jaguar install more than 80 public charging stations in partnership with GridCars across South Africa last year. The Jaguar Powerway, as it’s called, comprises public chargers at every Jaguar dealership nationwide as well as at various points of convenience such as motorway rest stops and shopping centres in city hubs.