Eugene David
...The One-Minute Pundit

Thursday, August 03, 2006


Reputation-rich Jaguar is believed to have been losing money since 2001, when it embarked on a questionable strategy to boost sales by offering the X-Type, a quasi-luxury $33,000 sedan based on the Ford Mondeo, a midsize sedan sold in Europe as a family car. That lack of pedigree hurt Jaguar's image more than it helped sales.

Jaguar's U.S. sales peaked at 61,204 in 2002, but by 2005 fell to 30,424 and this year are down 30 percent through July, the most of any Ford brand.


How typical of an American auto maker.

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