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Ford Says “Tata” to Jaguar, Land Rover Page 3


To make sense of its new acquisitions, Tata will need to pump plenty of resources into Jaguar and Land Rover. There’s no question the company has money, lots of it, though it is little more than a wannabe when it comes to engineering and design assets. The good news is that the British brands have developed plenty of skills that they’ll take with them. Meanwhile, Ford has agreed to continue providing powertrains and other support, once the sale is formalized. And in today’s globalized auto industry, still more know-how is available from suppliers, if you have the financial resources of a Tata.

That leaves Ford. Though its remaining Volvo brand plays into the lower end of the luxury market, Ford is no longer a serious player, at least on a worldwide level. Its high-line Lincoln brand is struggling to make a comeback in the U.S., but it is an unknown outside North America. New Ford marketing czar Jim Farley has suggested Lincoln might extend its reach – but only after it can rebound in the States, a process that could take years. So, with today’s announcement, Ford has effectively retrenched still further, abandoning the grand vision of becoming a global player covering every segment of the world market.


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Comments (8)
  1. Jag and Rover in the deep doo-doo of the third-world mess. This is sad and regrettable to hear. Too very bad for all. :(
     
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  2. This is going to be interesting. I don't know what will happen to the Land Rover and Jaguar brands in the US. Will curried Range Rovers fly? Rich people don't seem to like it when people buy their way in. How is Tata going to keep the 'Qwicky Mart' image away from these marque brands? I guess the good news is that quality can't really go down at Land Rover.

    If they bring the Defender 110 to the US, that would be really interesting to me.
     
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  3. $2.3 billion,... That would make Jaguar and Land Rover the world's most expensive pair of Tatas in history ... ;-)
     
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  4. Proof positive that a history of colonialism will come back to bite you. Twice.
     
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  5. From what I have read, it seems like Tata is planning on keeping its new golden jewels on their current path. And in some ways they will be better then they were under Ford. Here's hoping anyway!!!
     
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  6. IMO Mr TATA is trying to chew too much at the same time and he might choke, some at Ford wanted to keep the brands but at the moment Ford doesnt have the money that Jag needs for future projects.

    For those who think Ford messed with this brands they are very wrong, back when Ford bought jag the brand was a real mess, the quality was a joke and the factories looked worse than a 3 world country plant,but they automated the plants and putted Jag quality on the top, and it took time to get Jag on a plan and make them stick with it . the design of the S type mondeo based that was other bad desicion they made. Ford invested in Jag heavily and gave the cat a life line of another 19 years because I bet that if Ford havent bought Jag in 89 I bet the cat would be dead.

    The think Ford needed to address long ago was in the styling department, if the XK and XF had been designed and the cars had been in the market by 04 this sale wouldnt be happening but its deal done so lets hope the kitty and LR can survive
     
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  7. Ford poured billions into Jaguar and made it initially far more reliable than it used to, but it still could not compete with the BMWs and M-BS of the world.

    OF course, FOrd made very Stupid mistakes in managing Jaguar, esp. the excremental Ford Contour rebadged as the so-called X-type Jag. The stupid car was not good even as a FORD, it had less rear room than even the much smaller ESCORT! I rented one once because I had to, for a couple days, what a loser!

    Land ROver is the WORST, by far, in reliability, worse than even Kia, Hyundai, Chrysler, Dodge, every single other brand.

    And the Range ROver is RIDICULOUSLY Overpriced.

    I have no idea what the hell Tata can do about this, or why they bought the brands. Maybe as "halo cars"?

    I suspect it will be a dismal failure for them too, as it was for Ford.
     
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  8. Tatas believe in clean dealings and have a great corporate philosophy. Additionally, they have capable management who can turnaround ailing companies and make them profitable. With TCS to support, which supplies automobile software to the likes of Ferrari, Jaguar will be able to source the best automobile software. Indians have expertise in cutting costs without compromising on the quality. Tatas can certainly incorporate these advantages to their benefits and make superior quality cars at a comparatively cheaper price. In the final analysis, all these factors will benefit the UK automobile industry and the UK public at large.
     
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