As some of you know, as of Sept. 1st, Ford will be consolidating the North American operations for Aston Martin, Jaguar and Land Rover within one new organization....part of the Premier Automotive Group. In a press release dated August 10th, Mike OÆDriscoll (president of this group) states
ôOur integration plans for N. America are designed to help provide a strong central organization that will support our aggressive growth plans for all three marques. This new organization will provide us with the critical mass to be a more serious challenge to BMW, Mercedes-Benz and Lexus, and with a non-competing product portfolio that does not compromise the integrity of the individual brands.ö
He goes on to mention how ôstruck he was with JCNA enthusiasmö, and, adds ôthat Jaguar would have been gone long ago had it not been for Fordö. (okay, fine I can accept that, but I donÆt need to keep hearing it).
On the surface, this consolidation seems to be a managerial/administrative move to share resources between the three, and probably makes sense from a monetary point of view. Of course, never mind the cost of up-rooting all three companies and moving them to Irvine, California (I wonder how many will be laid off?)
However, I canÆt help but think that this is yet another trend towards the dilution of Jaguar. Quite frankly, I thought Jaguar was doing pretty good on itÆs own in its specific market. And you know what? I could care less how much of a challenge Ford/Jaguar is to BMW, Merc, and Lexus. Develop the unique luxury car and they will (and have) come. This just seems to be one more log on the fire as Jaguar continues to fade in FordsÆ shadow. Better get your Jaguar brochures now, for soon, they will also contain Land Rover, Aston Martins, and Thunderbirds. Mike OÆDriscoll will probably be pulling the plug on F1 next.
To view the press release, go to the Jagur media web site (link provided somewhere on this page).
Patrick McLoad
JC Houston