Jewels in the Crown provides an analysis of Tata's acquisition of Jaguar and Land Rover in 2008 and subsequent transformation of their fortunes written by an award-winning 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 long-established 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 decision-making and a solid sustainable long-term strategy. Factory efficiency was improved and a major export drive accompanied by a succession of carefully-positioned new models from the Jaguar XJ Saloon and F-Type 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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