Will Ford Oust Jaguar and Land Rover?
June 12, 2007 by Susan Gunelius
Filed under Marketing
Rumors have been circulating for awhile about the future of the Jaguar and Land Rover brands at Ford, and it looks like they’re coming to fruition. Today, Ford (NYSE: F) publicly stated it was reviewing its position on the Jaguar and Land Rover brands as they struggle to find a marketing strategy to boost sagging profits. In March, they sold the Aston Martin brand, so it seems Jaguar and Land Rover sales are imminent.
Ford has been criticized for not having the managerial power and experience required to leverage the Jaguar and Land Rover brands. In terms of brand longevity, Jaguar and Land Rover may do better outside of the Ford family. And what will become of Ford? Will this strategy work? Only time will tell.
What do you think of a potential sale of two strong luxury car brands from the Ford umbrella? Who will fare the best?
What a shame that Ford never got all that they could out of Jaguar. Back in 1997, the Lincoln LS and Jaguar S-Type shared many components and it looked as if Ford was onto to something. Unfortunately, they neglected the LS while propping up the S-Type. I hope if they sell the two English brands that the monies derived from the sale will invigorate the rest of the company.
I agree. I think it’s a classic case of ignoring their core business in an attempt to broaden their product line, but they made the mistake of entering a market they didn’t have the expertise to fully leverage.
Well. Of course it’s a pity. Ford, BMW, Daimler (Chrysler) must have had an eye on all these nice Brand names just like gold neclaces or great oil paints that you put in your collection to raise value and reputation. But there’s more needed to be able to handle and develop these beautiful cars that they have been. Yes…have been. Never before anyone has been calculating a profit caring budget trying to sell them as a high standard mass product. No standard can be aplied to a luxury car without destroying its spirit inspired by their once loving construstors. That’s why one might say: “These times have gone.” Sad in the end. It would be time for new pioneers with original ideas and hopefully new brand names letting the old ones have their rest (in peace). Thank you.
I agree. There is a lot more work involved then just slapping the brand name onto a company’s list of products to make it successful.