Mar 20, 2008

Tata Takes Jaguar, Land Rover, Seriously

Tata Motors recently made a splash in the world’s auto industry by announcing the introduction of a $2,500 car, so you can imagine the concern in some circles about the fate of two well-regarded, if somewhat down-at-the-heels, British brands, Jaguar and Land Rover, that were recently acquired by the Mumbai, India-based manufacturer from financially ailing Ford Motor Company. But Tata Group Chairman Ratan Tata insists that his company will respect the British heritage of the Jaguar and Land Rover brands.

“Our plan would be to retain the image, the touch and the feel of Jaguar and Land Rover,” he told journalists at the recent Geneva auto show. “They are special global brands and whoever acquires them has a responsibility to nurture them and enable them to prosper.”

 
There had been rumors that Tata Motors would shift production of Jaguar and Land Rover from high-labor-cost Britain to low-labor-cost India, but Tata said that would definitely not be the case -- good news for British unions. And for the foreseeable future, Tata Motors, Jaguar and Land Rover will retain a link with Ford, because engines for all the vehicles will continue to be manufactured by Ford Motor Company plants.