JEWELS in the CROWN

Book Name in English : JEWELS in the CROWN

n 2008, Jaguar and Land Rover, prestigious jewels in the crown of the British motor industry, were up for sale. Ford, the automotive giant that owned them, had identified Tata of India as its preferred bidder. Commentators asked: 'What does an Indian company that makes trucks and small cars know about running a premium car business? Five years on, Tata has not only returned Jaguar Land Rover to profit but also transformed the public image of these long established but slightly tarnished British brands, launching a number of carefully- positioned new models, from the Jaguar XJ saloon to the Range Rover Evoque, and bringing and bringing a new approach to the business. Award-winning journalist Ray Hutton goes behind the scenes to examine how this remarkable change of fortunes was achieved. The result is a masterful business case study, essential reading for anyone interested in the future of the motor industry.