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Ford's Premier Automotive Group Gets Aggressive with Brit Badges

2 June 2000

     London - Speaking at the opening of a new Jaguar design studio in 
Coventry, top officials of Ford's Premier Automotive Group discussed 
several measures and options they hope to pursue in the coming months to 
increase profitability and marketability of their Jaguar, Land Rover, and 
Aston Martin lines.

     Due to the high value of the pound, sourcing parts and components for 
Land Rover models in the UK has pushed the price of these vehicles into an 
uncompetitive position.  A review of the current process will likely result 
in a shift to other resources (code words for obtaining the materials 
outside of the UK) and the decision to share more elements between Land 
Rover and other PAG models.  A reduction in the current 13,000 person Land 
Rover staff would likely occur, although specific comment on this issue was 
avoided.

     For Jaguar, PAG is planning a to expand its product line and marketing 
efforts in order to exploit the increasing demand for its models.  New 
models could include entirely new product segments, and diesel engine and 
four-wheel drive options.  It's hoped that this strategy could more than 
double unit sales and lead to a significant increase in franchised dealers 
over the next three years.

     Jaguar's sales had zoomed to 75,000 cars last year, about 50% higher 
than the previous year.  So far this year, sales are up nearly 75% over 
last year's numbers.  Projections indicate that sales could increase by an 
additional 100,000 units per year once the "Baby Jag" is introduced into 
the world markets.  The Baby Jag, referred to as X400 will be launched next 
year.


MJR