FORD: LUXURY IS JOB ONE

摘要

Mike Price is thrilled with the silver 2003 Jaguar S-Type sedan he bought in September, calling it "smooth as silk." The retired New Orleans oil-company manager has long admired the elite British sports-car maker, now owned by Ford Motor Co. Yet he ended up trading in his last Jag, the new small X-Type, because of glitches, and upgraded to the larger $50,000 model he now owns. He frets that production flaws in the first year's X-Type, and selling the cars with discounts risks cheapening the Jaguar brand. As happy as he is with his new car, all that has made him anxious about its resale value. Laments Price: "I only hope that in Ford's desire to increase profits that it doesn't compromise those qualities that have set Jaguar apart from it rivals."