Tata Motors’s Jaguar Land Rover Turnaround Strategy

The foundation stone of Jaguar Land Rover (JLR), one of the world’s leading manufacturers of luxury saloons and sports cars, was laid in 1922 when Jaguar Cars Limited, a luxury car manufacturer based in Coventry, UK, was established as the Swallow Sidecar Company by two motorcycle enthusiasts. In 1945, Swallow Sidecars changed its name to Jaguar, and the first Jaguars with high-performance engines were produced. Around the same time, in 1947, Land Rover, a British all-terrain vehicle manufacturer, rolled out its first vehicle based on the American Jeep from World War II. The distinct design like light body weight, the fact that it was rustproof, and its field service design gave the vehicles of Land Rover a reputation for longevity in hard conditions. Subsequently, Jaguar made its name with a series of sophisticated sports cars and fine saloons like the XK 150 during the 1950s. In 1961, the Jaguar E-type, debatably the most famous sports car of all time, first hit the road. Fast forward to 1968, Jaguar merged with British Motor Corporation, which was later taken over by British Leyland. Then, in 1984, Jaguar was split from British Leyland and listed on the London Stock Exchange..