Jewels in the Crown provides an analysis of Tata's acquisition of Jaguar and Land Rover in 2008, and subsequent revitalisation under their new leadership, written by an award-winning motoring writer. Ray Hutton goes behind the scenes to examine how Tata have not only returned the business to profit but also transformed the public image of these long-established British brands.; At the time of the takeover, both brands (once the crown jewels of the British motor industry), had been tarnished by a patchy reputation for quality and reliability. Tata bought a new approach to the business, with fast decision-making and a solid, sustainable, long-term strategy. Factory efficiency was improved and major export drive was accompanied by a succession of carefully positioned new models, from the Jaguar XJ Saloon and F-Type sports car, to the Evoque, and new, lighter but more luxurious Range Rover flagship. The result was a remarkable change in fortunes. This book shows how it was done.
- ISBN10 1306012872
- ISBN13 9781306012874
- Publish Date 1 January 2013
- Publish Status Active
- Out of Print 17 June 2015
- Publish Country US
- Imprint Elliott & Thompson
- Format eBook
- Language English