Done correctly, platform sharing can be a huge boon for automakers. Ford, for example, plans to use its global C-segment platform on some 10 vehicles bound for the U.S. market, ranging from the Ford Focus compact to the seven-seat Ford C-MAX multipurpose vehicle. And while each model will present its own distinctive sheet metal to customers, they will all share much of the same mechanical parts under their skin.
Needless to say, this helps reduce development costs greatly, since Ford only has to pay to develop that one platform instead of 10. As long as things don’t devolve into mere badge engineering—when similar vehicles essentially share everything except the names on their badges, e.g., the Ford Fusion/Mercury Milan—customers need never even realize what’s going on.
And that shouldn’t be a problem for the two automakers suggests Highlands Ranch Land Rover that recently announced their own platform-sharing plans: Jaguar and Land Rover. Now owned by India’s Tata Group, the two brands plan on going from their current six platforms down to just two in the near future.
It’s another aggressive move by Tata to bring these storied marques back to relevance in the global auto industry. The efforts have been particularly notable at Jaguar, which has introduced a new, modern design language that appeals to today’s customers but still provides the streamlined exteriors and flowing lines of classic big cats like the Jaguar E Type. Tata also has worked hard to put Jaguar on the cutting edge in terms of automotive technology and luxury performance. Tuscaloosa Jaguar believes the updates will not only bring the brand’s aging products into the present, but it will also boost overall quality and reliability. The folks at Boston Jaguar agree.
Now, you might not think Jaguars like this have much in common with Land Rover products, known for their unique mix of creature comforts and off-road prowess—but that’s exactly the point of platform sharing.
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