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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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