The case describes the turnaround plan of Tata Motors’s Jaguar Land Rovers (JLR). The case starts with a discussion on JRL’s inception and its growth. The foundation of the company 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 1989, Ford acquired Jaguar. Ford then purchased Land Rover in 2000. The brand became closely associated with Jaguar. The case then discusses about the acquisition of JLR by Tata Motors. In June 2008, Tata Motors, a part of the Tata Group, completed the acquisition of JLR from Ford for a net consideration of $2.3 billion in an all-cash transaction. After the acquisition, the company focused on three priorities at JLR: manage liquidity through the crisis, cut costs via restructuring, and invest in new products to support future growth. By 2013, the global appeal of JLR increased sales massively. The success surprised many analysts and investors who had maintained that Tata Motors was making an expensive mistake in acquiring JLR. Further, in 2016, JLR’s global sales crossed half a million; a year-on-year growth of 13% compared with 2015. The case then talks about the issues and challenges JLR had been facing since 2018. JLR was facing challenges due to the trade tensions between China and the US, low demand for diesel cars in Europe, and worries over Brexit. Lastly, the case reflects on JLR’s turnaround plan to overcome the challenges. In October 2018, Tata Motors announced a comprehensive turnaround strategy for JLR. JLR launched two initiatives called ‘Charge’ and ‘Accelerate’, to identify short-term cost and cash flow improvements as well as longer-term operating efficiencies.

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Issues

The case is structured to achieve the following teaching objectives:

	Analyze the growth of JLR and the competitive structure of the industry in which JLR operates.
	Discuss JLR’s competitive strategies.
	Examine the circumstances under which JLR was acquired by Tata Motors.
	Investigate JLR’s product strategy post the acquisition by Tata Motors.
	Analyze the transformation strategy of JLR.
	Conduct the PESTEL Analysis.

Contents

INTRODUCTION

JAGUAR LAND ROVER: A BACKGROUND NOTE

TATA MOTORS’S JLR TURNAROUND PLAN – CAN IT RECOVER FROM THE SLOWDOWN?

EXHIBITS

Keywords

Tata Motors,Jaguar Land Rover, Automotive industry, JLR acquisition, Ford Motor Turnaround plan, Luxury carmakers, Business plan implementation, JLR’s downturn, Product plans, Project Charge turnaround strategy, Electric vehicles

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