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Transportation equipment industry

Jaguar's Heritage Revival: A New Era for the Iconic Brand

Strategic Insights

— 1 min read

Nick Scheele's enthusiasm is palpable as he watches the 40-year-old roadster leave the museum at Jaguar's Coventry headquarters. A queue of people wait to buy tickets for the factory tour, and the sleek silver car garners admiring glances. Scheele, who received $50m from the government to ensure the new $18,000 'baby' Jag is built in Britain, firmly believes that heritage will be a key differentiator in the market. The new baby Jag will push Jaguar production to 200,000 units, up from the current 45,000. As Scheele and his team navigate the increasingly crowded mid-market, they've concluded that Britishness is a sellable commodity, putting the brand firmly in the "Cool Britannia" category.

Key Takeaways:

  • The new baby Jag will be built in Britain, at Ford's Halewood factory on Merseyside, with a production capacity of 200,000 units per year.
  • The car will borrow shamelessly from classic Jaguar designs, such as the E-Type, while incorporating ultra-modern manufacturing methods.
  • The Ford 2000 program has enabled Jaguar to tap into expertise in advanced engineering and electronics, sharing underpinnings with a new Lincoln saloon and importing efficiency programs.
  • The new X200 model will share its basic underpinnings with the Lincoln saloon but will have a unique handling experience.
  • Jaguar is expanding its lineup with exciting new projects, including a roadster, people carrier, and 4x4, albeit with some projects being dropped due to customer reaction or workload constraints.
  • Scheele is keeping options open for an estate car prototype and is committed to paying off Ford's multi-billion pound investment in the company.

Statistics:

  • 200,000: projected annual production capacity of the new baby Jag.
  • 45,000: current production capacity of Jaguar.
  • $25,000: price of the new X200 model.
  • $18,000: price of the new baby Jag.
  • 1,700: number of employees at Jaguar's Coventry engineering center.
  • $50m: government funding received to ensure the new baby Jag is built in Britain.
  • $18 billion: estimated value of Ford's investment in Jaguar.

Sources:

  • Article: "Cool Britannia in a metal skin," [The Sunday Times] (Reference source not provided in the original text).
  • Scheele, Nick. Head of Jaguar (exact quote and context provided).

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