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Two points (archive)
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Posted by Barnacle Bill on March 18, 2002 at 08:14:18:

In Reply to: I second that vote..(m) posted by MikeP on March 18, 2002 at 07:33:38:

Two points:

1) The Jaguar brand has traditionally been associated with high performance AND a certain unique style, so it is not an either-or proposition. Jaguarness is not just about looks, and being true to the Jaguar tradition means delivering both.

2) BMW is the leading brand in this market category. That means, from a marketing perspective, real market share growth can only come at the expense of BMW. To get a BMW 3er driver to choose a Jaguar X-Type for his/her next car means you have to offer a clear advantage - a style vs performance trade-off doesn't do that. Increased style without compromising performance does. "Looks like a Jag, drives like a Beemer" is a recipe for market success. I agree that "Looks like a Beemer, drives like a Beemer" is not - they might as well buy real Beemer as an imitiation one. However, "Looks like a Jag, drives like an Audi" is conceding too much of the customer base to BMW - maybe you'll steal market share from Audi but not BMW.

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