Stretching a Metaphor

Ford’s post-acquisition strategy for Jaguar was one of aggressive growth, but it came at some cost – particularly to their core model line.

Jaguar flagship. 1997 long-wheelbase Daimler Super V8. Image: motorstown

Having taken a multi-billion dollar hit on the acquisition of Jaguar in 1989, Ford executives saw only one way out of the mess they have got themselves into. In order to gain the return on investment they craved, Jaguar would need to be transformed from a specialist 35-40,000 car a year business to one pushing out at least five times that number. To achieve this, they would need to Continue reading “Stretching a Metaphor”