TAKING Jaguar back up-market could help turn the fortunes of the prestigious brand. Alistair Houghton reports
When Tata Motors was last week named as preferred bidder for Ford’s Jaguar and Land Rover business, the Indian giant said it was “very positive” about the prospects of the business.
But industry analysts are unanimous in their view that Tata will have its work cut out if it is to do something Ford couldn’t manage by making Jaguar a profitable and worthwhile investment.
Jaguar may be one of the world’s best-loved and most prestigious motor brands, but it has had a very chequered history of profitability. Indeed, in recent years, it has lost hundreds of millions of pounds for its Detroit-based parent.
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