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Speculation's all over the news that Ford Motor Co. is considering selling its troubled kitty which is cited as the main source for the automaker's Premier Auto Group (PAG)'s plummet last month.

http://news.windingroad.com/?p=904

Personally, I've never understood why Jag's don't sell. Is it the technology? Design? Or association/ownership by Blue Oval?  

i've always like jags also, maybe it's the competion in the luxury car market  

Jaguar is not nearly as luxury and prestigious(sp) as before, it can no longer compete with Audi, BMW, and Mercedes Benz.  

I think Jaguar still has at least perceived relaibility issues. You can't mention a brittish car around a group of car people and not hear at least three jokes about reliability, electrical systems and why Jag drivers are always in good shape(they spend as much time pushing their cars as driving them)

Jaguar kind of lost itself in the 80s and 90s. In the 60s Jag built some of the best performance cars in the world. The E-type was revolutionary and set new standards for performance cars. Then in the 70s they started leaning more towards touring/luxury cars and couldn't really figure out what they wanted to build.

I am not sure Ford buying them has really hurt them that much, how many people even realise that Ford does own them?

Their current line up is beautiful (or gorgeous) The cars are amazing to look at, they have the specs to compete with the other manufacturers, but they just aren't selling. I think if Ford could figure it out the secret they could make a decent amount of profit with Jag, but even more money selling that secret to Saab.  

I agree with a lot of everything written above on this subject.  Certainly, Jaguar used to be considered a prestigeous brand name competing exclusively with Mercedes-Benz and BMW.  Times, of course, have changed and Jaguar is in some trouble.  Is it their association with Ford that's the problem?  No, I don't think so.  Land Rover is selling, and expanding, well above expectations even though it is under Ford's wing.  Furthermore, Ford is too busy using chasis and other parts from Mazda and Volvo in new Ford's and Lincoln's to be messing with Jaguar.  What I think is the real thorn in Jag's side is its current lack of imagination/ingenuity and progressive styling.  This problem is, in turn, causing the marque to plunder even, in my opinion, under Volkswagen and Toyota.  In Jaguar's pristine price range, generally $30,000-$85,000, it's pretty much about some kind of bragging rights.  BMW is a technological machine, not to mention a styling revolutionary and a performance tour de force.  Mercedes-Benz has its traditional laurels.  And Audi is the understated performer churning out cars that look like they came out of comic-books and challenging the 3-Series and M cars like no other company in recent memory has.  Jaguar, while it boasts autos that are truly good-looking and stately needs a makeover: technologically, stylistically, and in the performance area.  Notwithstanding the XK (which more will probably casually observe than buy) Jaguar is not "moving forward," to borrow a phrase from Toyota.  And Jaguar will continue to struggle until it does, move forward.