Tata Motors, a subsidiary of the
Tata Group, has confirmed that it will aquire Jaguar and Land Rover from Ford Motor Company. The deal, valued at 2.3 billion, is less than half of what Ford paid for the two brands. [
via CNN.com]
I've been reading about this off and on. In particular, I read that there were concerns that Tata would not be able to maintain the luxury image and appeal of these two British icons. After all, what did Tata (
a mere Indian company) know about the luxury car market, and how would consumers react when their very British and very posh brands were now in the hands of an Indian company? As it turns out, this is not the first time that Tata has taken over a popular British brand. In 2000,
Tetley, a manufacturer and ditributor of tea, was
aquired by Tata.
As for the fates of Jaguar and Land Rover, reading tea leaves alone will not reveal what is to come. Tata will have its hands full as it proves to the World (and Ford in particular) that as an Indian company, it can maintain and enhance the value of the two established brands where Ford (apparently) failed to do so. The creation of the Tata Nano, billed as
the world's cheapest car, is a clear sign that Tata can do great things and is ready to thumb their nose at the establishment by showing them that they quickly achieved what many large automakers could not.
To some large automakers,
this purchase must feel a bit like having salt rubbed into a wound, or being kicked while down. Take your pick. First
the Nano, now Jaguar and Land Rover. Despite the feelings of doom and gloom, I'm sure that somewhere in Tata, someone must be quietly thinking about how the tables have turned with these mighty British brands now in the hands of a
former colony.
Maybe there's a lesson in all of this. No longer are we from
this country, or
that country. We are citizens of the World. No matter what size you are, or where you are from, once you know what you want and what you must do to get it, you will succeed sooner or later.
Labels: automaker, Ford, India, Jaguar, Land Rover, luxury, MNCs, Tata, tea, Tetley, World