Re: Jaguar Pride vs. Jaguar Cars Ltd.

[Ken Wallace <kwallac2@ix.netcom.com>]

The unfortunate stories about the Jaguar sales organization that have been
reported on this list recently have left me thinking that something must be
seriously wrong at Jaguar. I would like to make a few assertions:

1)Although individual salesmen may not be Jaguar employees they are de facto
representatives of  Jaguar Ltd. as far as the car buying public is concerned.

2) More than any other car company in the world, Jaguar has benefited from
the "cachet" of its history.

3)  During several periods of troubles that would have spelled the end for
other companies, Jaguar survived in large part because the public could not
get the images of the great Jaguars of the past out of their minds.

4) The customers who own and nurture these previous generation cars play a
crucial role in preserving and cultivating the Jaguar image.

5) In most businesses, the repeat customer base is a highly prized and
pampered asset of the company.

In light of the foregoing, I conclude the following:

1) Jaguar should inform their dealer network that sales people should be
trained not to insult their customer's present Jaguar cars. Failure to
observe such a common sense and good manners directive should be cause for
dismissal.

2) With today's electronic communications technology it should not be too
difficult a problem for a company the size of Jaguar to collect and maintain
a data base of current owners of each model.

3) The company should use this data base to reach out to the existing
customer base and cultivate a more involved company persona.  Jaguar
activities such as customer owned car shows at the dealership could be
sponsored. Jaguar parades and picnics would draw public attention that would
justify paying the cost of free lunch for the owners.  This could be done
through local dealers but always with a strong factory involvement to lend
credibility.  When you hear the amount of marketing money spent on average
for each car sold it seems apparent that such efforts could be easily afforded.

4) The company's marketing department should have a staff to seek out groups
such as the Jag-lovers list and  support them with encouragements ranging
from a simple "Thank you for supporting our products" to providing direct
access to the individuals that designed and built our cars when questions
could  best be addressed by such people.  There must be many retired and
present Jaguar employees who would enjoy being involved in such a way.

5) Why not offer a credit to existing Jaguar owners at the dealership of
their choice if they bring in and introduce a new customer who purchases a
car? Such credit to be usable for service, parts or to be applied toward a
new car.

Jaguar Marketing are you listening? Do you read this list? If so, give us a
sign you are still alive.

                                Ken Wallace
                                '62 Mk 2

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