For decades, Ford has carried Jaguar like an 800 lb guerrilla on the company's back. And just as Ford is able to unload the money-burning British marque, the leaping cat responds by posting its first sales increase in two years. Jaguar's April sales were up a ridiculous 69.6% in Europe, and while Automotive News somehow gives credit for this sales success to Tata Motors, it likely has a hell of a lot more to do with the all-new XF sedan. Jaguar has 18,000 customers in line for the new 4-door, which has given sales figures a big lift while helping other Jags leave the dealer lot, too. The slow-selling X-Type and the underrated XJ also got a lift from the extra showroom traffic.
At first glance, it appears Ford's luck just can't change, as Jaguar is finally looking interesting just as the Blue Oval sells it off. What's more likely is that Ford wouldn't have gotten as much cash for the leaping cat if it couldn't dangle a hot-looking sedan to potential suitors.
[Source: Auto News (subs req'd)]
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Reader Comments (Page 1 of 3)
Hike15 @ May 17th 2008 10:46AM
what a deal tata got!!
Robert @ May 17th 2008 2:31PM
Until in 2012 Jaguar and LR suffer from EU regulations on CO2... then we'll see who's laughing.
Artemiy Pavlov @ May 17th 2008 10:47AM
I saw the new XF a couple days ago here in Ukraine, and damn, it looks simply terrific and so special. No wonder why it sells so well, the looks alone do a great job.
Torrent @ May 17th 2008 10:52AM
Tata is so lucky right now. I guess Ford is hoping the MKS will boost sales. Yeah.........I doubt it.
dakota @ May 18th 2008 4:20PM
Chicago Assembly has 8,000 PLUS orders for the MKS already abd production has barely started.
Torrent @ May 18th 2008 4:48PM
I agree the MKS will be succesful, but not as succesful as the XF.
Yago Bal @ May 17th 2008 11:01AM
Ohhh this isn't about luck :)
They did the same with Aston, even if it was making them lot's of money... They think covering a hole right now and never seeing the money again is better then a continuous cash follow to the company...
They will soon be without things to sell, and the same problems as ever...
As I said before: Ford should sell Ford USA and it's management.
Yaroukh @ May 17th 2008 11:17AM
Dude, when you need the cash now you need it now, not bit by bit in next 5 years. Is it that hard for you to understand?
Volk @ May 17th 2008 11:29AM
Be realistic - yeah, it's terrifically looking car but, common, 18,000 customers lined up? so, what, assuming they would make 3K on a car, 60M in profit for first year? And Ford got what? 2 billion? And interest will be fading fast, everything where success is based only on fashion fades extremely fast. This is a car, not a pair of designer glasses - yeah, it looks terrific, but it is expected to be reliable, customer service etc. In other words, good luck Tata. Besides, it's a prestige marque, I know a lot of people buying it because it still bears great British name; being owned by a US company does not diminish that prestige too much, but by an Indian company no one ever heard about? Will see...
Yaroukh @ May 17th 2008 11:15AM
> 800 lb guerrilla
?
Seminole @ May 17th 2008 12:40PM
The XF will launch hit and run attacks on it's rivals.
rpm773 @ May 17th 2008 8:33PM
Defending the buffet from any and all invaders.
Atomicbri @ May 18th 2008 9:01AM
LOL! I was thinking the same thing!
zmf001 @ May 17th 2008 11:16AM
I think this is just the response of all the people who wanted to buy a Jag, but swore they would never buy a Ford.
People see Jag as a company that might be around for a while now that it isn't attached to one of the failing Big3. Seeing Ford's progress lately, they might have been fine holding on to Jag. I think Ford has a future as long as we get the Mondeo and Euro Focus they promise in a few years.
Volk @ May 17th 2008 11:45AM
"but swore they would never buy a Ford."
I guess I will never understand why Americans despise themselves so much... When I came from Europe 10 years ago and was shopping for a car, I was astonished to learn that if you drive a domestic in America you're viewed as a looser. In Europe, American brands, Ford included, have been very respectful. Don't know about now, but 10 years ago driving Ford was no less prestigious than driving Lexus, believe it or not.
So, according to you, all those people dreamed about buying Tata. Wow, what can I say expect that such behavior just demonstrate high level of intellect and is full of respect to themselves? Sigh...
zmf001 @ May 17th 2008 11:56AM
First Point:
The point was that people saw Ford as one of the many failing automotive manufacturers, and therefore did not want to get stuck with one of their products. Now that someone is throwing buckets of money into Jag, people are more confident that there will be a dealer network to back up the car they are buying.
Second Point:
Now that Ford is on the recovery and is showing promise, they too could put money into Jag to produce the same image. Ford considered Jag a money pit, and off loaded it to stop the bleeding. That is not the type of company you want to buy a car from.
As for the US view of US makers vs. the Euro view of US makers. As I'm sure you've noticed the Euro Ford models aren't the same as what we get here in Ford's "home" country. When a company sells a premium product only outside of it's home country, what does that say to the people that live here ... "We don't think you'd appreciate the details, so here is some crap instead."
Volk @ May 17th 2008 12:30PM
zmf001:
With all due respect, I think you are mistaken for the reason and the cause.
Quick google search produced this:
"March 1, 2007: Prices start at £14,995 for the 1.6-litre Mondeo Edge, which replaces the departing LX trim. Zetec prices start at £16,695, while the luxury Ghia range opens at £18,445."
Now, converting pound to dollar, tell me honestly, how many Mondeos you think Ford would be able to sell in the States and Canada for 30K with 1.6L engine? And what about 37K for Ghia? My guess is, it would be close to nil. This is a reason, and most likely THE reason, why Ford does not bring the car here. Americans will not buy Ford for over 30K regardless what car it is as long as it bears Ford nameplate. You said it yourself, in the first post. I'm just elaborating on your point: It is a sad story is that those Americans (and Canadians for the matter) who would, don't have such money, those who can afford, don't have respect to their fellow folks and rather paying to Germans, Japanese, and now Indians.
For the matter, I've been always saying that GM should not rebadge Holdens and Opels, bring them as Commodore and Astra and my bet is - the sales will be substantially better for exactly the same cars. Sigh again...
Seminole @ May 17th 2008 12:44PM
Volk, we've all gone over this a billizon times. You can't use direct currency conversions to compare prices in two countries. It's not an accurate comparison.
tekdemon @ May 18th 2008 10:44PM
Volk, I've spent some time in Europe, and the Fords there were attractive, competitive, and more expensively priced cars.
So in Europe the big sellers were cars like the Mondeo (saw them everywhere) and the newer Focus.
The USA got neither of those cars, instead in the US Ford sells much cheaper and quite frankly, crappier, cars.
Gardiner Westbound @ May 17th 2008 11:17AM
Ford sold Jaguar because it desperately needed the cash. Tata bought it because with good management it has potential. Nobody sane would pay for the Mercury brand.