That's Jag's problem in a nut shell. Not enough people are aware of this, and Jaguar doesn't exactly go out of its way to promote its new found reliability. Think of Audi. They had quality issues a few years back, yet they worked hard to turn that around and today its products are held up as benchmarks. Why hasn't the famous British brand managed to do the same thing?
Well, if you want my opinion, it's all down to under-investment in marketing. I can remember when the Jaguar XJ model was held in the same esteem as a Mercedes-Benz S Class, or a BMW 7 Series. In fact, at that time, these vehicles were in the same ballpark money wise.
What happened? Who suddenly decided that the three pointed star was worth twice the price of a leaper? Why is it that nearly a decade ago, a Jaguar was known as a $100k car, and yet is still known widely as that today? The fact that you can purchase a Jaguar product for much less today seems to have passed people by, and while the other luxury car makers have been raising their top end prices, Jaguar's premium models have hardly increased over the past decade or so.
I tell you, it's all down to marketing, or the lack of it.
Yes, Jaguar makes really good cars at very reasonable prices nowadays. All it needs to do is get that message out there to the buying public.
In my opinion, Ford has done a grand job with the brand. It put the company back on the right track but sadly lacked the finances to see it through to fruition. Under the new ownership of Tata, a large company with plenty of money behind it, things should start to get better.
My advice to the new owners is this, shout the good news from the rooftops! Advertise, advertise, and advertise the fact that the old days of Jaguar are gone, because they are!
Oh, and put a few more vehicles on the press fleets, because if we can't drive them, then we can't help you with that message, can we?
photo:Kevin Corrigan, Jaguar
Well, if you want my opinion, it's all down to under-investment in marketing. I can remember when the Jaguar XJ model was held in the same esteem as a Mercedes-Benz S Class, or a BMW 7 Series. In fact, at that time, these vehicles were in the same ballpark money wise.
What happened? Who suddenly decided that the three pointed star was worth twice the price of a leaper? Why is it that nearly a decade ago, a Jaguar was known as a $100k car, and yet is still known widely as that today? The fact that you can purchase a Jaguar product for much less today seems to have passed people by, and while the other luxury car makers have been raising their top end prices, Jaguar's premium models have hardly increased over the past decade or so.
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| Jaguar's premium models have hardly increased over the past decade or so. |
I tell you, it's all down to marketing, or the lack of it.
Yes, Jaguar makes really good cars at very reasonable prices nowadays. All it needs to do is get that message out there to the buying public.
In my opinion, Ford has done a grand job with the brand. It put the company back on the right track but sadly lacked the finances to see it through to fruition. Under the new ownership of Tata, a large company with plenty of money behind it, things should start to get better.
My advice to the new owners is this, shout the good news from the rooftops! Advertise, advertise, and advertise the fact that the old days of Jaguar are gone, because they are!
Oh, and put a few more vehicles on the press fleets, because if we can't drive them, then we can't help you with that message, can we?
photo:Kevin Corrigan, Jaguar
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