Jaguar owns the rights to the Daimler name. According to the Detroit News, Jaguar is going to build a car in the $100,000 range, placed above its current high end car, the XJR. They may call it the Daimler.
I have two questions.
First, why does Jaguar think they will make money in this market, when VW (Phaeton), Mercedes (Maybach), and BMW (Rolls Royce) are struggling? Will they be able to add enough value and cachet to their current platform, to make it desirable, while at the same time keeping things common enough that costs will be low?
Second, does Jaguar think that U.S. consumers, even high-end ones, will keep the Jaguar Daimler brand separate from the DaimlerChrysler corporate name? Shouldn't Jaguar be worrying about fixing the Jaguar name, first and foremost? They are bleeding money.