Tata Motors has acquired iconic British auto brands Jaguar & Land Rover from Ford Motor company for 9300 crores ($ 2.3 billion). This is the biggest acquisition of foreign brand by any indian company in automobile sector. This acquisition has proved the heights of Indian Corporate field to the world. Having a car priced at Rs.1Lakh (World’s cheapest)& another at Rs 1 Crore(Like  Jaguar, Land Rover,Mercedes Benz..etc.,)by an indian company like Tata is definitely a great issue made india to feel proud. It implies that Tata Motors will be competing at the Top - End to the Bottom -End of the Market. 

About Jaguar & Land Rover:

                        Actually  Jaguar started its steps in 1922 with a small motorcycle side cars manufacturing unit. In 1945 that small unit has turned out to be Jaguar Cars Ltd.,and became popular with XK-120C and Mark-7 models released in 1948 &1950 respectively.Later in 1990 an American company called Ford Motors acquired it for $ 1.5 Billion.

                        Land Rover marked its beginning in 1948 and became very popular by getting a special brand mark due to some movies like The Gods Must Be Crazy, The Living Day Lights and Mision Impossible-3 etc.Later in 2000, Ford motors acquired it for $ 1.7 billion .

                        Companies like Mahindra & Mahindra and some foreign companies also competed well  with Tata Motors, But the preference given by ‘UNITE’ a primary labour union of  Jaguar & Land Rover to Tata made Tata’s work easy.In this regard in a press statement , Tata group Chairman  Ratan Tata said :”We have enormous respect for the 2 brands and will endeavour to preserve and build on their heritage and competitiveness keeping their british identities intact”. 

                       This acquition by Tata will yield some benefits like giving Tata motors a critical foot print in Europe which may expand the company’s product portfolio, which comprises the Safari, Sumo, Indigo,Indica and Nano.But one more thing we have to consider is that Ford having a history of 103 years has failed to gain on  Jaguar & Land Rover.In the year 2006 these  Jaguar & Land Rover yielded a loss of $ 12.6 billion. So let us see how far Tata will succeed to make the people passionate about the iconic brand image of  Jaguar & Land Rover.                  

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