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Ford wants 1 store for 2 brands; Automaker urges Jaguar, Land Rover to dual in U.S.
Publication:
Automotive News
Publication Date: 27-OCT-03 |
Format: Online - approximately 1425 words
Delivery: Immediate Online Access |
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Full Article Title: Ford wants 1 store for 2 brands; Automaker urges Jaguar, Land Rover to dual in U.S.(News) |
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Article Excerpt
Byline: Mark Rechtin
It makes sense: Two British brands, rich in heritage, now owned by the same parent company. Their dealerships should be under the same roof.
Jaguar and Land Rover may both be from the British Midlands, but their U.S. stores couldn't be farther apart.
Jaguar has never tried to give its dealerships a common look. Nor does it have customer satisfaction standards. Most of its dealers began as hobbyists with a love for the marque's racing history. The salesmen wear suits and ties.
Land Rover, in contrast, has had a strict building program and awards for customer satisfaction. The sales staff wears off-road gear.
While both marques struggle in the hypercompetitive U.S. luxury market, Ford Motor Co. wants its Jaguar and Land Rover dealerships to adopt a fresh look with a common design theme for each brand. When at all possible, Ford wants the dealerships combined.
Now it's up to a 42-year-old former Toyota and Lexus manager to get dealers to embrace the change.
"Combining the Jaguar and Land Rover brands could be absolute culture clash and havoc,'' says Mark Scarpato, vice president of franchise operations for Aston Martin Jaguar Land Rover North America.
That's just one challenge. Ford is unable to offer much financial help to dealers. In addition,...
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