Tata and Jaguar prepare new premium sedan
Tata and Jaguar have announced plans to co-develop a premium model, internally known as the "DR0". We are talking about a premium sedan, priced between $40,000 and $60,000, developed for markets like India and China. The car will be sold under the Tata logo in an attempt to bring the Indian carmaker’s name into the premium segment of the automotive market. This is all a bit out of character considering Tata is known for the very cheap Nano. Talk about making attempts at a completely different side of the spectrum.
"We are trying to combine the synergies of both the companies. We have certain strengths in understanding the requirements of emerging markets and we also have cost competency. JLR, on the other hand, has the strength in product innovation and developing new-generation vehicles,” PM Telang, Managing Director, Tata Motors said.
However this decision appears to be a bit strange, as the future Tata model will compete with models from Jaguar. On the other hand, Jaguar’s image will also be affected. Until now the two companies were totally separated from one another, but making people think of Nano every time they hear "Jaguar" might not be such a good decision. We guess we will just have to wait and see!