nadepalma· Super Moderator
Discussion Starter · #1 ·
This is related to an earlier story on the subject - Tata gets rights to "classic" British names in Land Rover/Jag Deal.
SOURCE: Detroit News
SOURCE: Detroit News
Monday, March 31, 2008
Tata gains marque coveted by China
Christine Tierney / The Detroit News
Tata Motors Ltd. comes away from its $2.3 billion deal with Ford Motor Co. with an array of European nameplates. In addition to Jaguar and Land Rover, the Indian automaker has acquired the rights to the Rover name coveted by Chinese manufacturers, the old Lanchester brand, and it shares the name Daimler with German automaker Daimler AG.
Tata executives have not disclosed plans for all the brands.
So far, they have stressed that they will respect the identities of Jaguar and Land Rover, two of Britain's stateliest marques, and keep the carmakers separate from Tata's more down-market vehicle operations.
Auto experts say Tata is likely to explore uses for the other brands. Jaguar has considered setting up a separate Daimler line of cars above the Jaguar range, and that idea still has merit, said Wesley Brown, a partner at Iceology, a Los Angeles-based marketing consultancy.
Luxury car sales are expected to outpace the overall market because the number of affluent people is growing, he said. "A Daimler brand above Jaguar would have tremendous potential."
Ford acquired the Daimler name when it bought Jaguar in 1989 but sold Daimler AG rights to the name last year after the German automaker split from Chrysler. Both the brand, pronounced DAME-ler in Britain, and the German company trace their origins to motor car inventor Gottlieb Daimler. In 1893, a British businessman bought the British rights to Daimler's engine -- and Jaguar acquired the marque in 1960.
Because of longstanding ties between India and Britain, Tata probably has a good grasp of the brands' identities and potential, Brown said. "As an Indian company, they've probably got the second-best knowledge of Britain and its people after the British."
As Tata seeks to grow beyond its home market, it may seek to market cars under a Rover badge.