Gojirra99

Posted Feb 25th 2006 12:00PM by Joel Arellano


Jaguar must “find a way to fund its own future or face the consequences."

That’s what Ford Motor Co. Chairman and CEO Bill Ford, Jr. told journalists in Detroit about Ford's “Big Cat." And the consequences? While the article didn’t state if Ford, Jr. was asked that question, a high level director did answer and said Blue Oval may put the luxury marque into “exit mode," either shutting it down or selling it.

Ford purchased Jaguar in 1989, and the brand is part of Ford’s Premier Auto Group (PAG) which includes Aston Martin and Volvo. But Jaguar’s S-Type, X-Type, and XJ sedans are among the lowest selling vehicles in PAG. Ford hasn't given up on the band just yet, having infused $2.1 billion last year after the brand lost $745 million in 2004.

Newly appointed Ford of Europe chairman Lewis Booth has thus embarked on an ambitious plan to preserve the Big Cat's remaining lives. Besides touting the new XK coupe (pictured) and convertible, Jaguar is planning to sell fewer but well-equipped vehicles, making Jags more exclusive. This is similar to Porsche, whose vehicles make the highest profit per each one sold.

Other changes include updating Jaguar’s manufacturing facilities and modernizing its models’ sheet-metal.

With Jaguar's rich heritage and evocative design language, it's been frustrating for company officials and marque afficianados to see the Big Cat falter so badly for so many years. It is hard to see the Blue Oval shuttering the brand, but we wouldn't rule out Dearborn eventually seeking out a suitor if the latest capital infusion fails.

see also Sydney Morning News Article

source : autoblog.com

TheRupp

Should've sold it to Ghosn. Being in business with lower quality vehicles is better than not being in business at all.

RON430

Business is business. If Ford can't make Jaguar profitable, they need to sell it. If no one can make Jaguar profitable, it needs to go bye bye. The clock has been running on Jaguar, and most of the British car makers, for some time. Foreign owners ( that is somebody else's subsidy) is not enough if the product has no customers.

picus

Jag isn't exactly making the highest quality vehicles right now.

LexLaw

LMAO...or 10 years ago.

GFerg

they will be alright. The problem started when Ford tried to make Jag a mass manufacturer. They are not and will never be. They even said themselves that they need to go back to building exclusive cars. If they maintain this new focus, then they shouldnt have much of a problem. Plus the new XK seems to get a lot of attention now. That is one incredibly beautiful car.

xknowonex

iTrader: (2)

A domestic auto maker killing a good name

LexFather

What the hell is wrong with the U.K. THe don't own ANY of their cars do they? All owned by someone else. And ROVER, just went out of business.

But they are quick to JUDGE cars and talk about them, lmao at Clarkson and co.

Maybe they should start building the cars, instead of judging them.

I'll have my fix Jag plan soon

mmarshall

Look at a 4-5 year-old Altima or some other Nissan products, especially the interiors, and you just might change your mind. Even the fun-to-drive 350Z was C-H-E-A-P.

mmarshall

I agree that Jag has poor sales and is not profitable but I honestly don't see why. IMO the company deserves a lot more than it is getting. Yes, the XK's front grille looks too much like a Taurus, but with that one exception they build......and have built for many decades.......some of the most beautiful and interesting cars on the planet. Just about every every auto test of the XJ sedan has remarked on what a wonderful cruiser it is....especially the Vanden Plas. Jag persisted with REAL chrome, REAL leather , and REAL wood long after a lot of other companies tossed out the good stuff and started giving us cheap plastic with just a surface coat of glitz on it...and a not well-applied one at that. The X-Class, while not particularly reliable, comes with standard AWD....what other entry-level luxury car can say the same? Even the Audi A4 does not have Quattro standard. Ditto the new Lexus IS250...it is an option.

What really worries me here ( and I agree with magneto112 ) that Ford is making it worse by moving away from Jag's tradition and trying to make it a mass-market car. Ford was warned about this when they bought the company in 1989. Ford, at first, allowed Jaguar to be Jaguar....and the company WAS successful in the 1990's, especially the middle part of the decade. But Jag is NOT a mass-market car.....just as GM is learning whan it tried to do the same thing with Saab. I honestly think more people would buy Jags, though, if they didn't have such reputations ( some deserved, some not ) for reliability problems.
Now, however, we are starting to see on some new Jags, instead of wood and Connally leather, instead, with brushed-metal interiors, Ford hardware, and cheap cowhides. This, IMO is going to ruin the brand......and virtually insure that it WILL be another Oldsmobile.

( The J-Gate shifter, though, CAN go.......may it RIP )

sha4000

iTrader: (1)

so true, my sons mother has a 02 g20 and the interior is a mess , CHEAPPPPPPP

LexFather

Yeah, Jags still get overlooked, more so now than ever before. Very sad. It seems we rather not be interested in weight savings but just add more unusable power to cars.

RON430

Hey, let's not forget that it's a jungle out there. And Jaguar is going to need more than their hood ornament. What hurts Jag more than anything is a lot of competition that really just does it better. I have no great love for Ford and I don't think they have the skill set to turn Jag around, but I am not sure anyone can. I am also not sure they could ever stand on their own in todays market. Sill, a pity.

LexFather

Yeah, your right there. Jag needs to try harder and not think people are going to buy b/c of the badge, that is a luxury they do not have.

Falcon LS

I couldn't agree more.