ATL owns more of luxury car market

Managing director of ATL Motors, Brian Stevenson, said its new status as local dealers for Jaguar and Land Rover is a major step to controlling the competitive premium-car market.

ATL Motors is scheduled to launch its new line of high-performance vehicles on September 1 at its offices in Montego Bay and Oxford Road in Kingston.

"We now have three premium brands and we are confident of consolidating our place in that market," Stevenson told Automotives.

In addition to Jaguar and Land Rover, ATL Autohaus recently snared dealership rights for Germany's Audi which was previously sold by rival Motor Sales and Service Company Ltd.

Audi will be marketed by ATL Autohaus, which also represents the company's other German-made Volkswagen vehicle.

Prior to signing with ATL Motors, KIG Motors were local dealers for Jaguar and Land Rover, which are manufactured in Britain.

Starting September, the Jaguar XK and XF will be available from ATL Motors. So too the Land Rover Defender, Discovery and Freelander and the Range Rover Sport and Evoke.

Each of these vehicles (with the exception of the Evoke, which is a 2011 brand) are 2010 models. The 2011 Audi A4, A5 and Q5 are already available locally, and will also be part of the September 1 showcase in Kingston and Montego Bay.

The premium vehicle scene in Jamaica is a competitive one. Stewart's Motors are local dealers for the German BMW and Mercedes Benz series, while KIG acts in a similar role for Japan's Subaru and Ford, which is manufactured in the United States.

- H.C.