"beamendsltd" wrote
> Interesting article, though LR and Jags profit levels seem to
> have swapped over!
>
> http://news.bbc.co.uk/1/hi/business/5284092.stm
>
> Jag and/or LR back in private (sensible) hands - could be good.....
>
I would expect that would be the end for Jaguar as I can't see JCB having
the money to fund a complete new car program that is desperately needed at
Jaguar.
The problem is that Ford management, who are sales driven, did not
understand the upmarket niche that Jaguar had and they produced the "X"
type, which everyone knows is a ponced up Mondeo, to up sales/market share
which is not what Jaguar should be about, and that error of judgement has
done serious harm to Jaguar's hard won high end reputation. They should not
produce cars below the 5 series level and should be competing with high end
Mercedes/BMWs/Porches.
All Jaguar cars need a complete and radical redesign to get a modern theme
for their range and away from the retro look, another Ford mistake**, that
has also harmed their sales especially to new customers. The new XK does not
go far enough in this direction either IME and the XJ is so like the old
model it's only the height that distinguishes them. Who want's to buy a car
that looks 10+ years old before it's delivered. (other than a Defender of
course!)
It's a shame BMW aren't in the market if the Mini and RR are anything to
judge by, at least their management understand a Brand's niche and how to
exploit it.
**perhaps they listened to too many old owners and didn't have the balls to
bite the bullet.
--
Regards
Bob H
