The official announcement has been delayed so that Ford could tell its plant workers at Jaguar and Land Rover, according to the "Birmingham Post." But as expected, Indian automaker Tata Motors will buy the two English storied brands for roughly $2 billion. The financing has reportedly gone smooth. The marriage is far less certain.
In fact, it raises questions about national identity and even race. Jaguar dealers in the U.S. and the U.K. have uttered concerns about selling a luxury brand owned by an Indian company, especially one that announced only weeks ago its intention to build $2,500 car. There are issues of image here, you see. No doubt, managing these brands will present a challenge. After all, Ford did an abysmal job of it. This is at least one reason that both brands will, for the time being, continue to be built in England.
But the fact is that dealers, workers, and enthusiasts of both makes will simply have to get over themselves. Many felt it was an insult to have Ford owning these icons. Given the problems of build quality that have befuddled both Jaguar and Land Rover, new management is welcome. Payback for colonial rule? The fall of Western Civilization? Feh. Land Rover and Jaguar are loved the world around. But both companies need to produce better cars, regardless of who runs the payroll.
