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Case Study : Jaguar's Passage

Satisfactory Essays

Case 9.2 Jaguar’s Passage to India Summary In the year if 2008 a company by the name of Tata Motors paid Ford Motor Company $2.3 billion for the UK- based automakers Land rover and Jaguar. At that time many of the Detroit auto makers where facing some of the worst business environment has seen in years. Car companies saw themselves losing billions of dollars and then credit crash caused a major decline in the demand of cars. Some of these big names that required emergency bail out where GM and Chrysler. In 1989 Ford took over Jaguar. While doing so they decided the company need to produce a luxury cars that was both stylish but affordable for the general public and still kept the positive reputation Jaguars name already held. On the other end of the world Japanese compotators such as Toyota , Honda and Nissan where taking a different approach to marketing their cars by making nameplates more fancy as well as up there dealers organization. They then launched their high performance line of luxury cars called Lexus and Infinities and more. Although many people viewed Jaguar’s as being sleek and classic many also saw many flaws that would make it hard to sell the car in such an already completive market. Jaguars were viewed as having unreliable brakes, the gear would lock up and not shift, and on unexpected days the head lights wouldn’t come on. After being brought the attention of Ford they decided to do damage control and go back to the drawing board and up update

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