When FoMoCo picked up Jaguar over a decade and a half ago for 2.5 billion, we weren't quite sure what to think. At the time, we were worried that something like the X-Type could happen. We also thought it might be just the shot in the arm the ailing British automaker needed. Now, with the rumors flying that Jag — and likely Land Rover — are two properties that could end up on the block, Sweet Peet D. weighs in on Dearborn's squandering of Jaguar's brand equity and has some advice for the company's possible new stewards:
Immerse yourselves in the tradition of the brand - and if you don't know where to look, it can be found in the magnificent C-Types, D-Types, XKSS's and E-Types from the '50s and '60s. And if after studying those fantastic automobiles, you still don't get it, please move on, because you're not worthy.
We know we've been a little hard on you lately, Peet, but that statement right there deserves a big two-hoots-and-a-holler of an Amen.
Saving Jaguar [Autoextremist]