Tata for Now
Tata, a large Indian steel company is finalizing their purchase of Land Rover and Jaguar from Ford for $2.3 billion hopes to turn around these failing brands in Europe and especially in the US. Over the past 18 years, Jaguar cost Ford over $10 billion while last year Land Rover had a profit of $1.8 billion. This is good for Tata since they currently produce a line of basic trucks and the world’s cheapest car, the Tata Nano
Tata plans to turn Jaguar back into the premium car maker it once was and lose the old and retro styled looks much like Cadillac has done. The reason why this is great for Tata is that since Ford is having such difficulty in their home country, they are getting rid of brands to focus on resolving their downward spiral at home thus giving Tata a great bargain at two long standing and recognizable car brands known throughout the world.