Jaguar needs to rebuild around just three models: a top-of-the-line sedan priced in the $250,000 range, a slightly racier sedan priced at $165,000, and a sport coupe/convertible at about the same price. As it happens, a gorgeous Jag high-performance XKR couple/convertible will soon be in showrooms. The XKR takes its design cues from the Jag E-Type manufactured between 1961 and 1975, one of the best-looking cars ever produced.
Jaguar also needs to return to the racing circuit, its natural home. Jaguar won its first big race in 1936, and first gained world renown with its astonishing run of triumphs in the 1950s. It needs to recruit high-profile drivers to polish the right kind of image, and develop an ancillary line of Jaguar-branded merchandise. Then again, it could simply pry Luca di Montezemolo, 59, away from Ferrari SpA. Montezemolo has turned super-premium auto marketing into an art form.
Read Article