In an interview Friday, June 14, Beattie said Land Rover and Jaguar may increase sharing of their back-office operations but that any "customer-facing" positions will remain exclusive to the individual brands.
"Land Rover is still relatively new to Ford Motor Co.," he said. "Combining the Ford and Jaguar and Land Rover cultures is a challenge that one
shouldn't take lightly because of the history and passion for the brands. My objective is to try to blend these cultures together.
"There are opportunities everywhere for us to commonize stuff, starting with computer systems and back-office areas like parts and service. But everything that's important to the product and how we sell it has to remain separate. We will continue to protect the strong, powerful brands."
Jobs at Jaguar and Land Rover in California were cut 15 percent last summer when their operations were combined. Aston Martin Jaguar Land Rover has about 400 employees in North America. Further personnel reductions at PAG are in the works as part of Ford Motor Co.'s companywide austerity program. Sproule said PAG does not have a headcount target.
Callaway was promoted to the top Jaguar job in September 2001, after being hired from Fortune to be PAG's director of marketing in December 2000. Her posting triggered animosity in the executive ranks, due to her rapid rise past numerous Ford and Jaguar lifers. Jaguar headquarters in England also was not advised of Callaway's promotion until Nasser announced it, Ford insiders said.
Jaguar's U.S. sales in 2002 have jumped 62 percent to 27,426 units through May, entirely on the back of X-Type sedans launched last summer. Jaguar has sold 16,171 X-Types this year. But sales of the X-Type have only caught on this spring, as a $349-per-month lease deal tries to spark consumer interest following a poor model mix at launch. Sales of the other Jaguar models have slid this year, especially the S-Type, which is off 45.9 percent to 5,820 units.
Land Rover's 2002 U.S. sales also have been bolstered by the addition of a new model, the Freelander. Sales are up 54.1 percent to 14,657 units through May, with Freelander contributing 6,028 units. Sales should get a further boost with this month's launch of the redesigned Range Rover.
In a related announcement, George Ayres, 39, was named vice president of marketing for Jaguar North America, replacing Michelle Cervantez. Ayres had been manager of business strategy for Jaguar. Cervantez now is manager of cross-brand strategy for Ford Motor Co.