TO THE EDITOR:
"Jaguar's days chasing German rivals over" (May 10). As if anyone is paying attention.
Amazing car manufacturers still build models that are completely unwanted, as is the case with Jaguar, which has little following after multiple reinventions since the 1990s. Even in its glory days, the brand was unpopular, with the exception of studied road racers and fashionable profiles.
Now that Hyundai-Kia (not Germany) is the styling benchmark, Jaguar's only existence is retrospective. Build a true Series 1 E-Type, price it at $250,000 and position it as the first car you see coming into a Jaguar-Land Rover dealership. It will help sell Land Rovers, some branded Jaguar merchandise and possibly one or two sports cars to the Hamptons each summer.
Other than that, I wish good luck to Chief Creative Officer Gerry McGovern with the next plan.
ROBERT LoFORESE, President, Lof Automotive Consultants, Warwick, N.Y. Lof Automotive Consultants provides automotive strategic planning and recruiting for automakers and retailers.