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Discussion Starter · #1 ·
They refuse to participate in an arms war against the Germans...

“It’s not an issue of winning a volume race,” said Mr. Speth said. “As a smaller manufacturer…we have to deliver something special. We don’t sell millions of cars so we always have to deliver something special.”
 

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I'm glad that Jaguar is able to measure their success as something more than volume. I don't really like it when volume is a company's first concern. I think it can often cause quality to suffer.
 

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Good to know this is what they're doing. Although when it comes to MB and a cheap MB that's new.. you can bet a lot of people will jump on it, which makes me wonder how MB's long term sales will hold up
 

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ITs also a wonder piece of marketing and positioning. As the nig three get larger the smaller and peripheral makers are all taking shots at the volume play in the hopes of positioning themselves as not X...
 

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Obviously volume is important for a business, but the other measure would be margins. I think that companies don't need to just push volume to be successful. There are many different versions of success.
 
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