Sorry Mr. Gorin:

Unfortunately Mr. Gorin, the decision to sell the Jaguar platform is not yours to make. It’s the stockholders and directors of Ford; and perhaps Ford’s bankers and lenders who may be forcing their hand. The cost/ import factor in American auto manufacturing may be driving this decision; it is a subject worthy of investigation.

It’s not your fathers Ford, or your father’s auto market, or your fathers India. It’s not about yesterday’s customer either, it’s about tomorrows customer; and viewing the market penetration of Mercedes Benz $30,000 model it seems a savvy move. The Mercedes brand has not been damaged by its middle class offering.

Granted the Jaguar Brand is a bit different from Mercedes, even more rarified, even more dependent on glimmer and the perception of exclusivity. Mr. Gross had used the Father Giapetto workshop image in the handbag article, yeah something like that.

Yet anybody who spoke with a Jaguar owner heard about the mechanical issues the breakdowns, the cost of parts and repairs. Jaguar is no ordinary automobile experience seeming more like the love affair that is ownership of an antique auto, than a genuine transportation mode.

The move to India may not damage the car from a reliability standpoint. It may help to move the brand from an automotive “relationship” to automotive transportation. The perception that India will damage Jaguar may be overplayed. India and China are not joined at the hip. India is a major world player and trade partner with generally good press. Indian people are hardly mysterious to Westerners having earned a place as hard working immigrants and citizens.

Jaguar may sell more cars and make more money, glimmer be dammed.