Talking about Ford may sell Land Rover and Jaguar brands – Automotive – MSNBC.com

 

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Ford may sell Land Rover and Jaguar brands – Automotive – MSNBC.com

 

Uh Ford, let’s not do this.  While I think we can admit that it has taken much longer than expected to get jaguar turned around, the new models are finally starting to impress.  S-Types have great second hand value and reputation for reliablity, something that escaped Jaguar for decades.  The new XK sold really well.  Keep Jaguar and keep doing what you have been.

Land Rover should stay too, with the same ideas in mind as Jaguar.  The LR3 was a big hit and I’m sure the LR2 will be too.  SUVs will soon become a luxury item and Land Rover is a brand associated with REAL SUVs. 

What you need to do, Ford, is can Lincoln and Mercury.  These brands are crap because you made them that way.  Nothing in their lineups seriously differentiates them from Ford main line.  Lincoln is the Oldsmobile of Ford.  Mercury is just a Ford with the same options being charged more.  Don’t stand there and tell me customers identify quality or luxury with these brands…those customers are either dead or have one foot in the grave.  Look at yourselves.  You just released a "Palm Beach Edition" Grand Marquis.  Oh I’m sure you all will be a hit at the retirement villages everywhere.

One other thing, this "middle market" that you think exists with Mercury just isn’t there.  It hasn’t been for decades now.  When people think Ford, they aren’t thinking Waterfall, they are thinking Blue Oval.  Customers are either going to spend a lot on a car, or not spend much at all.  So to do that you sell decontented Fords (which you are good at) or you sell Land Rovers and Jaguars.

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