How Winners Make Choices (Kiezen voor Winst) - How Ford Wrecked Jaguar
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How Winners Make Choices (Kiezen voor Winst) - How Ford Wrecked Jaguar
- 1. HOW FORD WRECKED JAGUAR (AND HOW TATA REVIVED IT) A source of inspiration for companies with ambition| www.howwinnersmakechoices.com
- 2. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Jaguar: A Symbol Of English Elegance 2
- 3. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Ford Acquires Jaguar 1989Ford acquires Jaguar for $2,38 billion 3
- 4. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Ford Made Three Mistakes 4
- 5. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Mistake 1: Jaguar Management Lost Autonomy 5
- 6. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Mistake 2: Jaguar Is Not A Priority For Ford Luxury Brands Ford 6
- 7. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Mistake 3: Jaguar X-type Built On Ford Mondeo Platform 7
- 8. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Consequences For Ford & Jaguar 50 PROFIT? Billion dollars invested by Ford None 8
- 9. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Tata Buys Jaguar Land Rover From Ford 2008Tata buys Jaguar Land Rover for $2,3 billion 9
- 10. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION How Did Tata Revive Jaguar? Jaguar gets more autonomy Jaguar team strengthened by BMW directors Jaguar XE, built on Jaguar XF-chassis 10
- 11. HOW WINNERS MAKE CHOICES: A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION Tata Makes Jaguar Land Rover Flourish In 2015 revenue, w.r.t. 2008, increased tenfold & Tata made a £2.6 billion profit 11
- 12. HOW FORD WRECKED JAGUAR (AND HOW TATA REVIVED IT) HOW WINNERS MAKE CHOICES A SOURCE OF INSPIRATION FOR COMPANIES WITH AMBITION
Editor's Notes
- Welkom bij een van onze webinars voor het boek kiezen voor winst. In deze webinar staat de luchtvaartindustrie centraal, in het bijzonder zullen we ons richten op Brussels Airlines dat voor een aantal strategische keuzes staat.
- Jaguar was founded in 1922 (initially the company name was Swallow Sidecar Company, in 1945 the name changed to Jaguar) and has since become a symbol of British elegance with its slogan 'grace, space, pace'. ======== Foto: 1961 Jaguar E-Type
- Until 1989, when Ford made an offer for all Jaguar shares, early 1990 Ford acquired Jaguar for more than 2 billion dollars. =========== Bron: http://www.nytimes.com/1989/11/03/business/ford-to-buy-jaguar-for-2.38-billion.html
- The marriage between Ford and Jaguar is not successful, the three major mistakes of Ford, that underlie this lack of success, will be explained in the next three slides.
- The first mistake was that Ford reduced the autonomy of the management of Jaguar. Ford started the integration process very arrogantly. The aim was to adjust Jaguar, as quickly as possible, to its new Ford environment. To realize this, Ford significantly reduced the autonomy of the management of Jaguar, even to the extent that Jaguars were designed in the US with very limited influence of the old Jaguar management. =========== Bron: http://www.just-auto.com/the-just-auto-blog/x-type-debacle-not-our-fault-guv_id1704.aspx
- Given that Ford owned five other luxury brands, in that period, Jaguar wasn’t a priority for Ford. This is the second mistake.
- The third mistake stems from Ford’s decision to build Ford and Ford Jaguar on the same platforms as much as possible. The identity of Jaguar was lost completely. This led to an apotheosis in 2000, when Ford released the Jaguar X-type as a competitor of the BMW 3-series and the Mercedes C-Class. Ford denied the differences between Ford and Jaguar and built the new X-Type on the Ford Mondeo platform. That choice, however, devalued the Jaguar brand. Despite the wooden veneer the consumer no longer recognized the English elegance, but only the mass-appeal that characterizes Ford.
- These errors have had major implications for both Ford and Jaguar. Between 1998 and 2004, Jaguar had five different CEOs. Ford has invested approximately 50 billion into Jaguar, despite the huge investment Jaguar wasn’t profitable in any year under Ford. ========== Bron cijfers: http://www.theglobeandmail.com/globe-drive/news/industry-news/how-the-cat-came-back-jaguars-playbook-for-prosperity/article24509337/
- In 2008, after a total investment of about fifty billion dollars Ford, at that time almost bankrupt, Sells Jaguar Land Rover to Tata Motors. Land Rover was acquired by Ford from BMW in 1999 for $ 3.3 billion. Although Land Rover was occasionally profitable Ford was also never able recover her investment in Land Rover. ======= Interessante artikel over hoe Ratan Tata wraak nam of Ford: http://www.kenfolios.com/a-must-read-story-of-ratan-tata-buying-jaguar-to-take-revenge-from-ford/ Overige bron: http://www.thecarconnection.com/news/1015368_just-how-much-did-ford-lose-on-jaguar-and-land-rover
- Tata understands Jaguars’ identity much better than Ford, manages to give the brand a new impetus. Tata doesn’t restrict Jaguar or forces it to fit within Tata Motors. In contrast: Tata allows Jaguar to rediscover its own soul. In 2010 the Jaguar team in strengthened in this mission by a number of former BMW directors. Jaguar gets way more autonomy from Tata than it ever got from Ford, which enabled the brand to regain its British finesse. The new Jaguar XE, successor of the X (whose production was discontinued in 2009), was built on a second generation XF-chassis, the successor fo the S-type.
- Under Tata's wings, Jaguar Land Rover’s revenue increased tenfold in eight years (from £ 2.1 billion to £ 21.9 billion). In 2015 Jaguar Land Rover made a healthy 2.6 billion pound profit. ========== Opmerking: In het boek staat het volgende over de omzetgroei van Jaguar onder Tata: “Onder Tata is de omzet van Jaguar Land Rover in de laatste vijf jaar meer dan verdubbeld. De winst bedraagt nu een slordige twee miljard pond per jaar”. De cijfers op de sheet zijn gebaseerd op het onderstaande artikel en gecheckt aan de hand van de jaarverslagen en moeten dus juist zijn. Elio suggested to use ”increased substantially” instead of ”increased tenfold”. This makes the difference between the book and the slides less obvious, however substantially is really vague and therefore I prefer the current option. However if you prefer substantially feel free to change. Bron Cijfers: http://www.telegraph.co.uk/finance/11876795/Jaguar-Land-Rover-is-back-and-purring-again.html
- Thank you for your attention. We hope that this webinar will help you start making choices like a winner.