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Production of X-Types could reach 100,000 vehicles according Ford CEO Jac Nasser
Jaguars may have been cheaper than Bentley and Rolls-Royce’s finest, but they certainly were not mass-market cars by any stretch of the imagination. So, however brilliant the reputation it was still a small company making cars for a small, but loyal following. Here’s where I come in. I began working with Jaguar in Australia, as PR Manager, in 1977, af ter almost ten years as a freelance motoring journalist and editor of MODERN MOTOR magazine, soaking up all I could about brands, performance, sales and their reputations.
I always thought Jaguars were ‘pretty special’ and almost an ‘undiscovered gem’ and as I began to frame my PR messages and communications I focussed very strongly on the ‘exclusive’ nature of Jaguar ownership.
My messages were created around an idea: “No, you may not be able to af ford something more expensive, but just look at the Jaguar proposition and what it delivers.” I instinctively knew we were dealing with a small niche, and so long as those owners were satisfied, we had thousands of loyal owners who would happily return; plus, their positive word of mouth slowly boosted sales. So, my PR messages then began to focus on the elements of success the brand was proud of - its motor racing victories (including Le Mans); its great road test stories written by journalists who loved the brand because of the performance-value for money equation, and promotion of celebrities who chose 24
the brand - like Clark Gable, et al. All of which added to the emotional appeal.
So, af ter revealing all this personal aggrandisement, what have I got to say about the immediate past, and current situation? Jaguar was very successful as a niche player, with cars which were outstanding value for money - but they were still niche players. Every company which had any vision for Jaguar had the same stupid idea. Namely, if Jaguar can make money selling 30,000 cars a year, think how much it could make if it sold 100,000? And that’s where all of them, from Ford to Tata (and sadly, Jac Nasser and Thierry Bolloré) failed to see the reality of the brand’s status in the marketplace. Because that is what the punters who bought Jaguars thought about the brand. They (smartly) recognised its
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EDITION 214 JAGUAR MAGAZINE