As reported by the Chicago Tribune last week, Jaguar is Ford’s big loser, and a majorly defunct part of its Premier Auto Group (PAG). That’s a cryin’ shame.
While I’ve talked about my obsession with beer a few times in this blog, I’m also more than a little crazy about cars. And it makes me really angry when the great brands of the automotive world are tampered with. For example, I hate that the new Bentleys are really, really cool versions of the Volkswagen Phaeton. And they’re so curvy. Sure, they sell well, but they don’t have the same cultural weight that the old Bentleys had. And if you head down Rush St. in Chicago, they’re everywhere. So much for massclusivity. That’s just mass.
And I had to choke down the idea of the Porsche Cayenne…yet another disguised VW product…because it ensured that Porsche could stay afloat. But it’s still not right.
And then there’s Jaguar. Bought by Ford in 1989–when they were making some of their ugliest-ever cars–they enjoyed some success but are now falling again on hard times. Jag’s offerings were the only line of the PAG not to post growth…and among Volvo, Aston and Land Rover, it’s not like they were the only ones with suspect marketing.
But what’s the real issue here? It’s a loss of authenticity. Jaguar succeeds by being true to its English roots, true to the luxury represented by the timeless designs. Not by creating hotted-up versions of the Ford Mondeo. Not by letting everyone own a Jaguar. It’s not a brand for everyone. It’s not “meant” to be a product of a multinational, foundering automotive giant. And that’s why they’re losing money. Make cars that are authentic to what Jaguar is about, to what Jaguar lovers expect their brand to be, and watch the sales grow.
Apparently Ford has no plans to divest any of their brands. But I really hope some smart, rich English guy or gal buys Jaguar and makes it right. Any takers?