By Leftlane Staff
Monday, Aug 21st, 2006 @ 1:05 pm

It’s time for Ford to say goodbye to Jaguar, says Fortune editor Alex Taylor III. Taylor argues that it’s unlikely Ford will ever be able to successfully market a low volume brand like Jaguar . “As a volume manufacturer, Ford should be thinking big and not concerning itself with the niche marketing of a brand like Jaguar,” writes Taylor. He says the British automaker’s 100,000 units per year is “barely a pimple on Ford’s global business of 6.5 million cars a year.” Taylor also examines why Ford failed to make Jaguar a success. “Jaguar has suffered because of a lack of understanding about what the brand stood for,” he explains. “Ford successfully fixed Jaguar’s notorious quality problems – the cars are now among the most dependable in the world – but forgot to maintain the brand’s charisma.”

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