PAG's American strategy. (WIP).

With the opening of its new North American headquarters in Irvine, Ford's Premier Automotive Group (PAG) is looking to add a little Californian perspective to its largely European worldview. PAC designers will be sampling the local car culture and feeding information back to their counterparts in Europe as well as penning an increasing number of vehicles themselves. Volvo's new XC 90 SUV was designed in California and is described by Victor Doolan, PAG's executive director, as "Pure Volvo but particularly appropriate for the American market." The upcoming jaguar F-Type, which should debut in about a good bit of input from PAG's advanced design team in So Cal.

The trick for PAG's North American operations is to help accommodate American tastes while not diluting each brand's essential character. Doolan thinks this can be done largely by setting product guidelines based on the heritage of each brand. For example, he says, "Jaguar will not go into SUVs. We also know we cannot put it into the lower price segments, like a 1-Series or a Mini." Likewise, Land Rover will continue to make only SUVs that have significant off-road capabilities, and Volvo will stay true to its safety-conscious image. However, Doolan thinks some product segments could be safely shared. He says, "It is conceivable that every brand in PAG can have a convertible, Volvo would have a traditional European four-seater with two doors, Jaguar would focus, as they do today, on roadsters, as would Aston Martin. And Lincoln could have a four-door convertible with center-opening doors. Each car would appeal to different customers."