If British-based upmarket SUV and sports car maker Jaguar Land Rover can survive and then thrive in the premium car sector currently dominated by the Germans, the company might well consider incorporating that variation on Mark Twain’s words into the company logo.
Conventional wisdom says this is mission impossible. BMW, Mercedes and Volkswagen’s Audi are the acknowledged leaders in the global premium automobile sector. Wannabes like GM’s Cadillac, Ford’s Lincoln, Nissan’s Infiniti, Honda’s Acura, Toyota’s Lexus and Tata of India’s Jaguar Land Rover are mere bit players, desperately grovelling for crumbs left after the Germans have feasted on the world’s richest car buyers. These also-rans can only sell their cars by offering balance sheet threatening discounts and ever more ridiculous and expensive stunts trying to show how much B-list celebrities or retired race-drivers love them.
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