Jewels in the Crown, winner of the 2013 Montagu Trophy by the Guild of Motoring Writers, 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 o...
Hardcover: 288 pages
Publisher: Elliott & Thompson; 1st Ed. edition (September 1, 2013)
Product Dimensions: 6 x 1 x 9.3 inches
Amazon Rank: 2779309
Format: PDF ePub Text djvu book
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Fascinating account of the turnaround of a global brand with a rich heritage. The author is a long-time automotive journalist and was able to get interviews with most of the major players.The book is a very interesting case for students of globaliza...
g-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.