Posted on 08/03/2006 5:13:19 AM PDT by Dane
Scrapping a brand risks incurring a nation's wrath Analysis by Kevin Eason CLOSING down Jaguar would provoke the biggest uproar in British industry for a generation.
The meek disposal of Rover was accepted because the company had been a basket case for decades, in its death throes since some of the greatest names in motoring — Morris, Austin, Riley, Triumph — were absorbed into an absurd state conglomerate and then hawked around the world to anybody who would take it.
But Jaguar rose above all that, regained its independence and put some polish back on the Leaping Cat that has adorned the bonnets of some of the most beautiful cars ever made. That is why Ford would attract abuse if it even countenanced disposing of a brand that ranks alongside Coca-Cola, the BBC and Rolls-Royce.
Jaguar — even owned by an American motoring multi- national — represents everything that is British, a byword for sleek power, fine craftsmanship and elegance. The E-type is a car that still defines a nation four decades after its launch and the new XK sports car springs from that rich heritage.
The problem lies with Ford. It bought the company ridiculously over-priced as part of a gung-ho spending spree, had to spend 20 years trying to update and streamline it and then decided to try to emulate BMW by venturing into the executive sales representives market. But it did it with a car, the X-type, that was too conservative in styling, too meek in its approach. The result? Apathy among buyers who could see no reason to change from BMW or Audi.
In between, Jaguar was almost the last executive carmaker to introduce diesel engines, the fastest-growing sector anywhere in the marketplace.
Ian Callum, Jaguar’s head of design, says that it takes five years to turn around a car business; the creator of the Aston Martin DB7 and now the new XK sports car needs another five years to return Jaguar to its past glory. Ford has to give Jaguar that time or it will face the wrath of the British nation.
The British had a healthy and innovative automotive industry in the 50's, but Laborite socialism ruined that, even Thatcherism couldn't save the industry.
Looks like the US automotive industry is going the way of the British.
Lol, if The Times feels so strongly about Jaguar, they should puke up the money and buy it themselves. I'm sure Ford would make them a hell of a deal...
Personally, I'd like to get a Jag, but I know it's very costly to repair, and somewhat undependable. And if I'm gonna spend that much $$ on a car, I want to know I can drive from coast to coast or up/down the eastern seaboard without worry.
Consolidating a division is a different matter of course.
The best owner for Jag would be BMW because they could keep the image and build a fine automobile to stand behind it.
Do you know why the Brits drink their beer warm?
Lucas built their fridge.
I can tell you this - when Jaguar was British owned, the quality was crap. They were in the shop more than in your garage. At least Ford has improve reliability...
Jaguars biggest problem is simply a generation or more of insane unreliability. While Ford has improved this some since taking it over, it still has far to go too.
Some of their cars are beautiful, other ones I don't care for at all.
I'd hate to see the brand disappear, but that said, I doubt I'll ever own one either. I'm looking at used BMWs right now... if used Jags of Comparable price were reliable, and dependable I'd probably think about those too.. but they aren't so I won't be.
I think Chrysler definately made a good decision dropping Plymouth... the brand had become nothing but a badge name for el cheapo versions of their other vehicles.
GM Needs to get rid of a few more brands frankly... They have too many and very little identity for most of em.
Lucas? Never heard of them/him/her/it.
The only difference in cars today is style, color and name. Maybe it was the labor and socialism in Britain, but other countries with the same labor and socialism goverments have very healthy auto industries (France and Germany). In fact, they, along with the U.S., also bought out the British auto companies.
In case you missed it, as soon as Ford took over Jags began to look just like a Taurus! Who couldn't love the old V-12 and leaking carbs. Who cares. Cars just get you from here to there.
Then you have never owned a British car or motrocycle.
Lucas is also known as "The Prince of Darkness". That is because your headlamps could fail at anytime!
This article never states that Ford is considering shutting down Jaguar.
And if Lucas made guns you couldn't start a war.
Not an expert in this but this is what I see:
The British car industry is thriving with foreign companies all investing heavily here - just like Toyota in the US. The workers may or may not be unionised and there may be a strike every now and again but not anywhere near what it was in the 1970s. Some names are thriving (Rolls Royce, Bentley, Aston Martin) with order books fuller than they have ever been. Design & quality are strong points also.
The common denominator is this absence of British ownership/management - pretty much all the top car companies are foreign owned (which I'm not too fussed about).
"The best owner for Jag would be BMW because they could keep the image and build a fine automobile to stand behind it."
I've owned 2 Jags; loved them both but they were trouble on wheels. Now I drive a 7 series BMW; head and shoulders the best performing automobile I've ever owned. Its astonishing to drop her into "Sport" mode, jump on the gas and get slammed into the seat the same way I did as a kid in a '67 Road Runner RT with a 440...and the BMW gvw is over 5000 pounds!
Warren Buffet called General Motors one of the largest HMO's in the country. ;-)
There have been good products in the history of the brand. The Roadrunner, the Barracuda, the Voyager. Someone blew a shot to cook up a muscle minivan. :-)
I read a rumor somewhere that Hyundai was thinking of buying Jaguar. That would be interesting; the new Hyundais are really nice cars.
Cheers
Jim
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