Ford States Jaguar’s Mission
In a recent FoMoCo press release, Jaguar's unloved, entry-level (old Mondeo based) X-Type sedan has been commended for winning some award somewhere out West for most best "aspirational luxury car". Ford made mention of the baby Jag's "competitive" $35K sticker but forgot to mention the breathtaking lack of residuals that '07 models are predestined to have in two years time. Current X-Type owners will be lucky if they get even $10K on trade-in in 2009.
What was even more interesting is Ford's take on what stands as Jaguar's modus operandi.
"The company [Jaguar]'s vision is simple: To produce beautiful fast cars that are desired the world over." That's a modern take on the old company model of "space, grace, pace" – minus the "space" under Sir William Lyons, I take it. But they just can't get the whole desired around the world thing to happen.
[Source: Ford]
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