The continuing challenge at Jaguar, like at so many other car companies, is getting the delicate balance of continuous change and maintenance of a powerful brand image which leverages past glory. All companies have a defensive streak that defends the past. Jaguar is no different. Research and facts have to drive the change process. If the customer wants it, a company has to find a way to do it, cost effectively.
Market segments have to drive every business model for programs.
The early, big decisions are risky, of course. In the U.S., Jaguar has a dealer density challenge. In many areas of the U.S., where Jaguar is demanded by customers, the nearest dealer may be hundreds of miles away. As for the future at Jaguar, three things seem likely based on off-line conversations with our amiable hosts. First, Land Rover is the most recent addition to the Ford Premier Automotive Group, and it is only 20 miles away from the Coventry Engineering Center.