ATL Britannia predicts small sales, high value - Brennan
Published:Sunday | January 30, 2011 | 12:00 AM
ATL Autohaus says it has spent in the region of US$1 million (J$86 million) on showroom, parts, and service development for British brands - Jaguar, Land Rover, and Range Rover - which are also now being marketed under new division ATL Britannia.
ATL, however, is not expecting to sell large volumes of the high-end vehicles, whose prices range as high as J$13 million, but says just having them in the company's portfolio adds to its image.
The dealer projects sales of no more than 50 units per year for all three brands.
"It adds a level of prestige to all that we do," said ATL Autohaus dealer principal Andrew Brennan on Monday.
"It adds something when done in conjunction with all that we do. It's a long-term investment," he said
'Rugged' mounted display
The Jaguar Excess retails for J$10.5 million upwards. The Land Rover Freelander starts at J$7 million, the Discovery at J$10 million, and the Range Rover Sport sells for J$13 million upwards.
ATL Autohaus has chosen a 'rugged' mounted display for the Land Rover at its Montego Bay complex.
In Kingston, showroom space will be developed at Oxford Road within 18 months for the Britannia and other brands sold by ATL Autohaus.
"The high-end market in Jamaica is not a huge one. So we are tailoring our marketing efforts on the higher end of the scale. For example, we are sponsoring an event at the Hanover Polo Club in February," said Brennan.
"We feel very confident about what we are doing, especially in the west where there are signs of recovery. In addition to working on our service departments, we are now concentrating on developing market share. We plan to spend a considerable amount of money on marketing this year."
ATL assumed the dealership of the vehicles from KIG in August. The ATL Brittannia division was subsequently created to market the brands.