Will anything good come out of the Detroit Auto Show? If you were Ford (NYSE:F) last week, maybe so -- as the hit of the show according to Forbes was Jaguar XF -- and we all know that Ford bought Jaguar for over $2.5 billion more than ten years ago and has since then tried to revive the brand over and over again -- to very little success.Ford's Jaguar division sold only 20,683 cars in the U.S. last year, including 5,875 of the S Type sedan. I wonder what the worldwide numbers were? Some estimates are at the 50,000 level -- for the entire year.
Where is Jaguar marketed? mostly in two countries, where the brand sells 80% of its cars. Britain and the U.S. account for those two countries -- but can Jaguar as a brand ever become successful unless it sells in a more diversified fashion over countries and pumps up the volume with cutting-edge marketing and the incredibly stylish design that it was known for? Matching the sophistication and handling of rival models from BMW and Mercedes will not be easy by a long shot.
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Reader Comments (Page 1 of 1)
1-16-2007 @ 7:41PM
les said...
The problem with Jag is that they have catered to the "older" generation for too long. I hope the X-F is built just like the concept car. The X-Type was a great seller when first introduced, but Jaguar never updated the car. That car should have been a "tuners" dream car. An X-Type "R" would have sold like hotcakes. They dropped the F-Type program also. They also had the perfect opportunity to introduce all wheel drive in the all new XJ series. Woulda sold a ton. Jaguar reminds me of Audi in the mid-nineties. Audi was also flat. First came the A4 then the new A6 and A8. They continued their racing heritage(DTM, Rally, LeMans, etc.. Jaguar should be doing the same. The saddest day for me was when they departed from F1 racing. That was an important image booster! A form of advertising that can't be bought.
1-15-2007 @ 10:16PM
Cesare Consaga said...
Jaguar must shed their 'corporate roots' and again begin producing cars of distinction. I understand Jaguar is now a division of Ford, and beancounters demand platform and drivetrain sharing. This is fine for bread and butter cars, but not a luxury brand with history. Jaguar must rekindle that. Jaguar must stand on its own, again producing exclusive cars. There was a time when proper Jags had alloy V12's...
1-15-2007 @ 9:55PM
Rick Hunt said...
Jaguar will rise again because it still represents a car of refined elegance that doesn't look like every other Asian or German car on the road. While lexus is a fabulous vehicle, they all look alike, BMW too. Mercedes a few stand outs but very few and bad service. Mike O'driscol and his management will do just what Mike Dale did twenty years ago-revive a legend. The quality is already there and now the styling is here. Look out you spoiled luxury guys, the competition just got harder.
1-16-2007 @ 3:48AM
John said...
The Jags produced now are the best made in over 40 years. The miricles Ford worked with Volvo are earth shattering . The
1-19-2007 @ 1:05PM
mediapusher said...
I'm surprised Ford/ Jaguar sold that many cars. I was expecting the number to be something like 1,874.
1-16-2007 @ 4:46AM
Big John said...
I agree the car was beautiful, but don't get to excited it will probably still have the same Jaguar V8 engine as the current models. Thats a problem, do a Goggle search on "Jaguar timing chain problems".
Someday, they might learn that they need to make a car that doesn't end up in the repair shop monthly!
1-16-2007 @ 10:01AM
Byron Spain said...
Buy Jaguar if you love the repair shop. Buy Mercedes if you are boots and hat but no cows. Buy Lexus if you want trouble free driving.
1-18-2007 @ 7:40PM
Simon Dejong said...
Ford needs change the styling of their Jaguar line to look less like a Ford and more like a Jaguar.
1-20-2007 @ 11:32AM
sheila allen said...
!n 1980 I owned a jaguar v-6, that was a beauty to look at. The unique design that said to the other drivers on the road this is a Jaguar was a thrill to see. unfortunately I have not felt the same about owning or driving another Jaguar since Ford took over.There is nothing unique anymore about the design.. Ford need to reinvent that uniquely recognizable car that SHOUTS THIS IS A JAGUAR.