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Jewels in the Crown: How Tata of India Transformed Britain's Jaguar and Land Rover,Used
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Jewels in the Crown, winner of the 2013 Montagu Trophy by the Guild of Motoring Writers, provides an analysis of Tatas acquisition of Jaguar and Land Rover in 2008, and subsequent transformation of their fortunes, written by an awardwinning 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 longestablished 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 decisionmaking and a solid, sustainable, longterm strategy. Factory efficiency was improved and a major export drive accompanied by a succession of carefullypositioned new models, from the Jaguar XJ Saloon and FType sports car to the Evoque and the new, lighter but more luxurious Range Rover flagship. The result was a remarkable change of fortunes. This book shows how it was done.
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