Jaguar then became part of Ford and everyone hailed them as the saviour of the company. Yet if the truth be told (and remember, you’re hearing this from an old Jag tech), the company had already started the process of turning itself around, and they simply didn’t have the money to complete the manoeuvre.
Meanwhile, Land Rover was taken over by BMW, and it totally misunderstood the value of its purchase. In fact, a former ad exec once told me that upon his presentation of a campaign depicting the history of the brand leading up to present day, BMW’s response was, “No, the history of Land Rover started the day BMW purchased them”. Why any company would buy a brand with such rich history and then totally ignore it is anyone’s guess!
Fortunately, Ford stepped in and added the green oval to its collection, and although we’re now seeing a few LR innovations working their way onto the Blue Oval’s products, I have to admit that without Ford’s intervention, the company was doomed. I’d also like to thank them for their gasket technology, as improvements in that department have saved many a nice driveway!
Of course, Ford was smart enough to see the storm clouds gathering and, before the almighty hammer blow came down, they offloaded both Land Rover & Jaguar to the Indian powerhouse Tata. This started a whole new array of jokes, predominately because people didn’t realize just how large and powerful this Indian company is.
First established in 1945, Tata Motors is the largest automobile company in India. It enjoys long-standing tie-ins with Fiat, and not only supplies components to the Italian company, but also distributes and markets all Fiat branded cars in India. In 2004, Tata acquired the Daewoo Commercial Vehicles Company, South Korea's second-largest truck maker, and today, two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo.
The company now has operations in the UK, South Korea, Thailand and Spain, with R&D centres in all of these countries.
Somewhat surprising, perhaps the biggest surprise of all, and what possibly makes Tata so successful, is that the company is still being led by Mr. Ratan N. Tata himself.
But what about the future?
Well, as I see it, Tata ownership is the best thing that could ever happen to Land Rover & Jaguar. India and the UK have close ties going back decades and we enjoy a considerable understanding of each other’s cultures. Most Indians grew up with a schooling background of Victorian English, and it’s no secret that the wealthy send their children to the UK to be educated at universities such as Oxford & Cambridge. In fact, it would be a fair comment to say that the Indian people of today are perhaps more British than most Brits!
Add to this, the never-ending news of the “new emerging markets” and how China & India are our future. With this in mind, which brand of high-end vehicle do you foresee selling well in India? Will it be the American Cadillac? Will it be the Lexus models from Japan? Or will British luxury automobiles perhaps find favour again?
You choose whatever one you like, but I know which company has my money riding on it!
Meanwhile, Land Rover was taken over by BMW, and it totally misunderstood the value of its purchase. In fact, a former ad exec once told me that upon his presentation of a campaign depicting the history of the brand leading up to present day, BMW’s response was, “No, the history of Land Rover started the day BMW purchased them”. Why any company would buy a brand with such rich history and then totally ignore it is anyone’s guess!
Fortunately, Ford stepped in and added the green oval to its collection, and although we’re now seeing a few LR innovations working their way onto the Blue Oval’s products, I have to admit that without Ford’s intervention, the company was doomed. I’d also like to thank them for their gasket technology, as improvements in that department have saved many a nice driveway!
Of course, Ford was smart enough to see the storm clouds gathering and, before the almighty hammer blow came down, they offloaded both Land Rover & Jaguar to the Indian powerhouse Tata. This started a whole new array of jokes, predominately because people didn’t realize just how large and powerful this Indian company is.
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| 2006 Land Rover Range Rover Sport SC (Photo: Philippe Champoux/Auto123.com) |
First established in 1945, Tata Motors is the largest automobile company in India. It enjoys long-standing tie-ins with Fiat, and not only supplies components to the Italian company, but also distributes and markets all Fiat branded cars in India. In 2004, Tata acquired the Daewoo Commercial Vehicles Company, South Korea's second-largest truck maker, and today, two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo.
The company now has operations in the UK, South Korea, Thailand and Spain, with R&D centres in all of these countries.
Somewhat surprising, perhaps the biggest surprise of all, and what possibly makes Tata so successful, is that the company is still being led by Mr. Ratan N. Tata himself.
But what about the future?
Well, as I see it, Tata ownership is the best thing that could ever happen to Land Rover & Jaguar. India and the UK have close ties going back decades and we enjoy a considerable understanding of each other’s cultures. Most Indians grew up with a schooling background of Victorian English, and it’s no secret that the wealthy send their children to the UK to be educated at universities such as Oxford & Cambridge. In fact, it would be a fair comment to say that the Indian people of today are perhaps more British than most Brits!
Add to this, the never-ending news of the “new emerging markets” and how China & India are our future. With this in mind, which brand of high-end vehicle do you foresee selling well in India? Will it be the American Cadillac? Will it be the Lexus models from Japan? Or will British luxury automobiles perhaps find favour again?
You choose whatever one you like, but I know which company has my money riding on it!