Ask Goodwin

Dear Colin, Autocar seems to publish a story almost every month about Jaguar’s next new plan for salvation. What would you do to give Jaguar a new lease of life and secure its future? Nigel Heath

Dear Nigel,

I’d start by getting rid of the entire board of management starting first with those in charge of marketing. Jaguar is obsessed with its past whether it’s wins at Le Mans in the 1950s or the E-Type. It has virtually no relevance for a younger generation. The cars themselves aren’t the problem, it’s the brand image. Having thrown the P45s around like confetti I’d then hire John Bloor, the genius who turned Triumph Motorcycles into a global force. If anyone knows about brand and how to manage it, it’s him.