E se semo giocati pure JAGUAR…

Summary

The speaker reflects on the decline of iconic automotive brands like Jaguar and Alfa Romeo, criticizing poor management, misaligned strategies, and a failure to maintain their legacy. Despite strong histories, these brands faltered due to a lack of innovation and a disconnect with their customers. The speaker contrasts this with Porsche's strategy of focusing on its iconic 911 model while expanding its range. Jaguar, in particular, is highlighted as an example of a brand losing its way, with future prospects seen as uncertain unless they rethink their approach to car development and brand identity.

Takeaways

• 😀 The automotive industry has undergone significant changes, but some historic brands have been mismanaged to the point of failure.
• 😀 Customers often overlook the legacy and pleasure of owning iconic brands in favor of cheaper or newer alternatives, like Chinese brands.
• 😀 Brands like Alfa Romeo and Jaguar, despite their rich histories, have struggled due to poor management, lack of innovation, and missed opportunities.
• 😀 Alfa Romeo almost became part of Audi twice, which could have resulted in a stronger, more technically advanced lineup under the Volkswagen Group.
• 😀 Jaguar, with its rich heritage, failed to capitalize on its iconic models like the XJ, instead opting for designs that lacked distinction and failed in the market.
• 😀 Jaguar's struggle is evident in its inability to develop a consistent product line and commercial network, ultimately leading to financial difficulties and low sales numbers.
• 😀 Jaguar's attempt at electric vehicles (like the I-Pace) was notable, but technical issues and recalls hurt the brand's reputation.
• 😀 Unlike Porsche, which successfully maintained its iconic 911 while expanding its range around it, Jaguar failed to center its future development around its own iconic model, the XJ.
• 😀 Land Rover, while also facing challenges, managed to stay afloat with the Defender, although it no longer represents the true spirit of the original off-road vehicle.
• 😀 Poor management, lack of vision, and failure to understand what appeals to consumers have contributed to the decline of brands like Jaguar, Lancia, Alfa Romeo, and Maserati.
• 😀 The future of Jaguar, now focusing on electric vehicles, is uncertain, and unless the company undergoes a significant shift in its approach to automotive development, it will likely continue to struggle.

Q & A

What is the main issue the speaker addresses in the script?

The speaker discusses the decline and mismanagement of iconic automotive brands, such as Jaguar and Alfa Romeo, highlighting poor decision-making by managers and the failure to leverage the brands' heritage and potential.

How does the speaker feel about the current state of Jaguar and Alfa Romeo?

The speaker expresses frustration and disappointment, noting that these brands, despite their historical significance, have been poorly managed, leading to their decline in sales and market relevance.

What role does the speaker attribute to management in the failure of these brands?

The speaker attributes the failure of brands like Jaguar and Alfa Romeo to incompetent management. They suggest that the managers lacked vision and the ability to develop strong product lines, marketing strategies, and overall brand development.

How does the speaker compare the strategy of Porsche to that of Jaguar and Alfa Romeo?

The speaker praises Porsche's strategy for keeping the 911 at the center of its product lineup, ensuring that all other models revolved around it. In contrast, Jaguar and Alfa Romeo failed to maintain or develop a core iconic model to drive their brand.

What does the speaker believe is the primary reason for the decline of Jaguar and Alfa Romeo?

The primary reason, according to the speaker, is the failure of these brands to evolve their iconic models and to effectively develop new product lines. Poor management, lack of innovation, and ignoring the brand's heritage contributed significantly to their decline.

What does the speaker think about Jaguar's approach to electric cars?

The speaker is skeptical about Jaguar’s future in the electric vehicle market, predicting that their upcoming shift to electric cars in 2026 will not be successful unless they drastically change their approach to automotive design and brand strategy.

What does the speaker mention about the engineering decisions made by Jaguar and Land Rover?

The speaker criticizes the engineering decisions, particularly the poor execution of platforms and engines. Jaguar, despite using modern materials like aluminum, mismanaged their application, leading to heavy cars that were not well-received.

How does the speaker view the future of Land Rover?

The speaker acknowledges that Land Rover has been more successful with models like the Defender, but even this success is seen as a compromise, as the brand has moved away from traditional off-road capabilities to focus on more luxury-oriented SUVs.

What does the speaker suggest is needed for brands like Jaguar and Alfa Romeo to recover?

The speaker believes that these brands need visionary leadership and a commitment to developing products that align with their legacy. This includes retaining core models, innovating around them, and creating a clear brand identity that appeals to customers.

How does the speaker react to the current state of electric vehicles in the market?

The speaker seems to acknowledge the rise of electric vehicles but emphasizes that it’s not just about adopting new technology. Brands like Jaguar and Alfa Romeo need to better manage their heritage and product development to survive in the modern market.