Win tickets to the ATP finals

The symbolism could hardly be greater: Tata, India’s second largest carmaker, unveiled the world’s cheapest car yesterday, a £1,200 runabout called the Nano that threatens to overwhelm the streets of nations throughout the Far East as four-wheeled transport comes within the reach of millions for the first time.
Yet Tata’s eyes are on a far more prestigious prize. Within weeks the ambitious Bombay-based business could own Jaguar and Land Rover, companies that produce cars far beyond the reach of all but the exclusive few. Tata makes a £1,200 car; Jaguar and Land Rover make cars that can cost £70,000 and more.
The disposal of Jaguar and Land Rover by Ford is just another sign that the sun has not only set on the British Empire but the lights have gone out as well. Ford may have been an American multinational company, but its long history and substantial presence here always made it feel as though the two charismatic brands had stayed within our grasp. But Ford’s hopeless inability to manage Jaguar, in particular, has served to underline that the world is looking to the East for its salvation.
Tata could be a prime player in the British luxury car market, if it gets hold of Jaguar and Land Rover. At least under Ford the two Midlands-based companies could be promised an interchange of high-technology, design ideas and talent with their parent business. But what will Tata bring except for size? Precious little, probably, unless it has the money to throw at the pair in the same quantities that have kept BMW and Mercedes-Benz at the top of the executive market for so long.
Land Rover remains the preeminent manufacturer of 4 x 4 machines, although that is not much recommendation in the present hostile environment where global warming threatens to melt down sales of big four-wheel-drive vehicles. Which means Tata will have to come up with some interesting strategies to adapt the business.
Jaguar, though, is a basket case. Sales shot from 50,000 to 130,000 in 2002, with the launch of the “baby” X-Type but sank ingloriously to 63,000 last year. The X-Type – the brain-child of Jacques Nasser, once the global chairman of Ford and, ironically, one of the bidders in the takeover battle – was not good enough to compete with BMW’s 3 Series, the Audi A4 or the Mercedes C-Class.
The Jaguar S-Type was also a lukewarm, retro affair that did not catch on. The company has launched the XF to yet more tepid reviews and the suspicion remains that only a thorough shake-up can rescue a brand that was once one of the most revered in the world.
If Tata is buying the badges in a postimperialist bout of muscle-flex-ing, they could be making a huge mistake. Meanwhile, the factory workers in Solihull and Birmingham must be wondering what brilliant ideas will come from a manufacturer whose only headline-grabbing vehicle is a car that comes at the price of about four iPhones. They will need to be good or the sun will be setting for ever on two famous British motoring names.
Industry sectors news at a glance. Interactive heatmap, video and podcast
Everything the Business Traveller needs to know to make a better trip
Get ready for the winter sports season, with our resort guides and snow reports
We are backing British business, what is the confidence of the nation and what businesses are succeeding?
Growing demand for energy, oil that is harder to reach and the rise of carbon dioxide emissions. We examine the energy challenge
Enjoy further reading from Travel to Fashion, Business to Sport, discover more



36-month car lease
on contract hire for
£359.99 plus VAT pm
12 months for the price of 11 and a 5% discount.
Offer ends 31/11/09
The UK's leading alternative to showroom finance.
Finance packages tailored to your needs.
Minimum loan of £15,000
Car Insurance
£12,578 per annum
The Independent Housing Ombudsman
London
Competitive
Barclaycard
Not Specified
The Sheppard Trust
London
£80-95,000
Clay McGuire Executive Selection
Moments from Battersea Park.
For sale with Winkworth.
See your free Experian credit report beforehand
Book now & save over £100pp.
11 cool resorts, lowest prices... Early Booking offers 15 Nov.
20% off selected Azores holidays taken in October with Sunvil Discovery
Get covered on your travels with a superb range of policies at great prices. Visit InsureandGo.com
World Class Golf, Spa and preferential Beach Club. Private estate overlooking West Coast
Villas from £275 per night inclusive of Golf
Contact our advertising team for advertising and sponsorship in Times Online, The Times and The Sunday Times, or place your advertisement.
Times Online Services: Dating | Jobs | Property Search | Used Cars | Holidays | Births, Marriages, Deaths | Subscriptions | E-paper
News International associated websites: Globrix Property Search | Milkround
Copyright 2009 Times Newspapers Ltd.
This service is provided on Times Newspapers' standard Terms and Conditions. Please read our Privacy Policy.To inquire about a licence to reproduce material from Times Online, The Times or The Sunday Times, click here.This website is published by a member of the News International Group. News International Limited, 1 Virginia St, London E98 1XY, is the holding company for the News International group and is registered in England No 81701. VAT number GB 243 8054 69.