Dec 22nd, 2007 by RJ Menezes
Tata Motors is India’s largest auto manufacture. The company has been in a bidding war lately as Ford Motor Co. has put both Jaguar and Land Rover on the selling block. Well current rumors have Tata as the winning bidder for the brands.
Tata has the vast support from U.K. auto unions. The only problem has been opposition from Jaguar’s dealers in the U.S., who appear to fear the image of the Indian automaker will hurt the brands and they are not afraid to say it either. To bad it is not up to them, as one unnamed executive said, “If they are so mad about it, they should put in a bid or shut up”.
Testy indeed, as the Jaguar and Land Rover brands have not had success like the other luxury brand since it’s golden years. The problem is that anyone who was around for the golden years is now probably dead.
The Wall Street Journal reported, citing a Merrill Lynch estimate, that the sale of the two brands could raise as much as $1.5 billion for Ford. Not a profiting sum considering Ford paid $2.5 billion for Jaguar and $2.75 billion for Land Rover less than a decade ago. Since then it seems the plan was doomed.
Ford, in the American cost-cutting way, started putting Ford switchgear, engines, and trim on Jaguars. What like no one would notice?! Nothing is more infuriating than getting your Ford Taurus rental car and realizing it has the exact same switches and buttons as your $80,000 Jaguar.
Well this is at least a relief for Ford who can concentrate on (what else) making freakin’ Fords. Hopefully by relieving themselves of such a resource sapping project, like a luxury brand, it’ll be better for Ford and us regular consumers.
An official announcement is expected from both companies soon.