Adam Stewart, deputy chairman of ATL Auto-motive unveiled the reinvented Jaguar F-type in Ocho Rios on the weekend, claiming it will take over from its predecessor, the legendary E-type which reigned supreme 50 years ago.
Jamaica is the first country in the Caribbean to debut the 340-horsepower V6 engine supercharged sports car, valued at J$20 million. The car is being promoted under the Jaguar campaign dubbed 'Alive'.
"It's a nostalgia of what people remember but it's a thoroughbred sports car and with all of the materials," Stewart said. Jaguar, as well as Land Rover and Range Rover are marketed under ATL Brittania, a unit of the ATL Automotive division.
On show also was the Land Rover Discovery 4, dubbed the 'King of the Hill'; the new Land Rover Freelander 2; the all-aluminum body fourth-generation Range Rover, which has been tagged the most complete and most powerful SUV, and the award-winning Range Rover Evoque.
Jaguar and Land Rover are owned by the TATA group of India, through Jaguar Land Rover Automotives.
Stewart said TATA is putting luxury cars in the reach of everyday business people.
Jaguar Land Rover, between now and 2018 will launch 16 new models of cars, including the new Jaguar Coupe and a new line of Discovery, as well as a smaller Jaguar.
"They (TATA) made US$3 billion last year which, in the automotive world today for a small company, is unbelievable. It's one of the most profitable car companies in the world now," said Stewart.
The Jaguar Land Rover showcase was held at Rio Chico Villas in Ocho Rios last Saturday. ATL began representing the brands in 2010. The dealerships were previously held by KIG.