In a decision announced yesterday, Jaguar Cars Ltd. named Mike O'Driscoll, president of Jaguar Land Rover North America, to replace Managing Director Bibiana Boerio.

The move comes at what is perceived to be a critical time for Jaguar, which will launch the XF sedan later this year as a replacement for the S-Type.

The company has suffered losses totalling billions since being placed on a poorly conceived growth strategy by parent company Ford in 2001.

Both Jaguar and Land Rover are for sale, with Ford reputedly accepting bids from six potential buyers last week including Tata Motors Ltd. of India and Cerberus Capital Management LP, which recently purchased 80.1 percent of Chrysler.

O'Driscoll will continue to manage the North American operations for Jaguar will taking on the job of monitoring global operations, reporting directly to CEO Geoff Polites.

Boerio, 53, is a 30-year Ford veteran with eight years service at Jaguar. She left Ford's finance and strategy department in 2004 to head the North American Jaguar operations.

During Boerio's tenure at Jaguar the company sold off its plant at Browns Lane, England and launched a worldwide advertising campaign dubbed "Gorgeous" for its emphasis on Jaguars as fast, beautiful cars.

Polites, in a statement about O'Driscoll's appointment, said, "Mike has proven in-depth experience and understanding of how to sell premium cars in the marketplace and how best to support our dealers. We have put in place the strategy and actions to rebuild Jaguar. Mike has a strong understanding of the brand and the marketplace and will lead Jaguar into the next phase."