Jaguar: the Big Cat, Already Losing Its Roar?
With 43 percent decline in the Jaguar sales last July, it was Ford’s biggest brand decline. Following last year’s 30 percent slope, it is obvious that Jaguar, Ford’s luxury brand, hasn’t kept up with the times and has already fallen.
When it comes to style, Jaguar is somewhat left behind. One research found that Jaguar has older buyers than the common luxury car consumer. According to George Magliano, director of automotive industry research at Global Insight, Jaguar is now suffering from an aging audience.
“I don’t think people under 60 are aware of the luster of the Jaguar brand name,” says Magliano.
“This is a difficult market, and people don’t necessarily see the Jaguar brand as a luxury sports car any more. And over the last decade the product just hasn’t been there to grab the