Much to the chagrin of some, Jaguar (and the rest of the Euro luxury marques
for that matter) succeed or fail based upon North American sales. Here in
the States X-Type is selling at less than 60% of it's original sales target
and is a marketplace disaster. It's being sold at the current rate only
because Jaguar have put a $5,000 per unit incentive to get them out of the
ports and off dealer lots.

YTD 3rd qtr 2004 unit sales for X-Type are 17061, an annualized rate of
22748. That represents 57% of its original annual sales target (40,000
units).

By comparison, BMW has sold over 80,000 3 Series in the same period, MB has
sold over 49,000 C Class, Lexus over 55,000 ES330s. In other words, in its
segment, X-Type sells at a rate not even HALF that of its competition.

By any measure, it is a STIFF in the marketplace! But, worse, it has
developed a horrid marketplace rep for quality, throwing Jaguar Cars back at
least a decade in terms of its quality reputation. The only bright spot,
each sale is at a financiual loss to the Company, thus the lower sales rate
holds down the financial hemorraging that's reulted from this ill-concieved
and executed "faux-Jaguar".

S-Type fares not much better. 3rd qtr ytd sales are 8896, an annualized
11861, or 59% of original target (20,000). At least many of the original
Ford-mandated technical carbunkles have been exorcised from the product.

That notwithstanding, it remains a marketplace flop. Over the same period
YTD 2004 BMW has sold 32,617 5 Series, MB has sold 41,442 E Class.  Thus,
S-Type sells at a rate approximately 1/3 of it's closest competitor, BMW 5
Series, and at less than 25% of the segment leader, MB E Class.

At the point where I retired from Jaguar Cars North America in early '00,
JCNA had been profitably selling 22,000 - 25,000 XJs & XKs per year in North
America. Yet 2004 ytd combined XJ & XK sales are only 9613 units, an
annualized 12817. That represents a sales rate WORSE than the dark days of
'91 - '92 when we were hanging on only becuse Ford had other problems to
deal with.

Perhaps XK can be excused for having become an aging old dowager, but XJ is
a spanking new, cutting edge product that has gotten rave press reviews and
is bringing in fantastic quality scores. Due to ineffectivem, tepid
marketing efforts, no one knows anything about it. This amounts to a
marketing scandal.

At this point three of the four Jaguar products are uncompetitive and
obsolete. Where is the Ford product plan for Jaguar? Nowhere to be found.
Best they have to offer is a "new" all-aluminum XK in '06. So, where'd the
money go they had planned for Jaguar under Wolfgang Reitzle? Simple, they've
shifted it to Land Rover and have left Jaguar to swing in the breeze.

You can make excuses for them all you like, Mr. Betts, but something is
clearly wrong with the Ford organization to have allowed this mess to happen
at Jaguar. Jaguar's fading star isn't about exchange rates, it's about BAD
MANAGEMENT, and the sooner Ford faces reality the sooner a rescue plan can
be put in place.

(Sales figures = October 4, 2004 Automotive News)

Actually, Web, in 1998 Jaguar scored second best in JD Power CSI customer
handling, bested only by Lexus, and at that by a scant three points out of a
potential 1000. Other internal, and external measures showed Jaguar was
among the top 5 brands in customer service across the entire industry. Then
along came Jac Nasser and his merry band of finance thugs & HR idiots.

With S & X type volume increase forecasts, we developed a plan to expand the
dealer network and manage the expansion of service infrastructure to match
sales volumes. We also were working on a per dealer basis to improve
efficiencies and profitability. Then along came Jac Nasser and the entire
plan was lost. The Company struggled to keep it's way while being shoved
together with Volvo, Lincoln & Land Rover in the PAG. Knowledgeable &
experienced staff were shunted aside in deference to inexperienced Ford MBA
career-builders with no "dog in the fight", and no commitment to Jaguar at
all.
Worse, a Ford globalization plan tore the entire North American parts
distribution process asunder, taking what was at one point best in class
parts availability and dropping it to the bottom of segment.

Dealers were thus left to survive on their own wits, and many lost faith in
the brand. It's a sad commentary, but Ford have "screwed the pooch" where
Jaguar is concerned.

Sadly, the entire mess could have been avoided.

Facts is facts, whether yank or wannabe!  

You take it right...

Like what? That X-Type is DOG in the marketplace? Hell, just read the papers
or look up the sales figures. If it's not a flop, perhaps you can explain
why production has been cut by 15,000 units and they're putting $5,000 a car
on them just to get them off dealer lots!

Oh, and the latest bit of good news, X-Type just failed a government side
impact test. All over the North American media.

Uh, X-Type is a LOSER, cashew.  I hate to make you deal with facts, but read
the sales numbers.

Australian, just like Jac Nasser.>

You have my sympaties. I'm sorry I have to be affiliated with any PLANET
that total idiot, Jac Nasser inhabits.