Re 'do more research' - I say to you - you are not looking at the big picture:
Tata may own them, but even when Ford owned them, Jaguar Land Rover was and is still considered a British multinational automobile manufacturer which produces luxury vehicles and SUVs with its head office in Whitley, Coventry, United Kingdom. They are manufactured globally, but a significant portion of production occurs in the United Kingdom, and the British people still identify this company as theirs, thus the demoralization when the company appears to be failing...
Re the disastrous ad campaign:
Jaguar Land Rover CEO Adrian Mardell announced his "retirement" in August 2025, which followed heavy backlash to the brand's controversial "woke" rebrand campaign. Mardell had been with the company for 35 years and CEO for three years.
While Mardell is stepping down, reports also indicate that Jaguar Land Rover ALSO fired the marketing agency responsible for the campaign.
An owner is someone who can sell an asset. Ford was an owner. Tata was the next owner. Geely is the new owner. Everything else about Jaguar has nothing to do with ownership. The factory has never relocated...which I knew perfectly well. The morale is down also because the former customers have held their noses at the new marketing concept. I predict that Jaguar will either sink completely or only make sales in China. It will be gone as a piece of British automotive history.
Recovering from the ad campaign will not help them recover from the unpopularity of EVs with automotive enthusiasts. Tata is not selling Land Rover, which has good sales and no intention of becoming all-EV. To the contrary, they are offering vehicles with gas engines rated at greater than 600 hp! I could scarcely believe what I read about that, but it appears to be true.
Re 'do more research' - I say to you - you are not looking at the big picture:
Tata may own them, but even when Ford owned them, Jaguar Land Rover was and is still considered a British multinational automobile manufacturer which produces luxury vehicles and SUVs with its head office in Whitley, Coventry, United Kingdom. They are manufactured globally, but a significant portion of production occurs in the United Kingdom, and the British people still identify this company as theirs, thus the demoralization when the company appears to be failing...
Re the disastrous ad campaign:
Jaguar Land Rover CEO Adrian Mardell announced his "retirement" in August 2025, which followed heavy backlash to the brand's controversial "woke" rebrand campaign. Mardell had been with the company for 35 years and CEO for three years.
While Mardell is stepping down, reports also indicate that Jaguar Land Rover ALSO fired the marketing agency responsible for the campaign.
An owner is someone who can sell an asset. Ford was an owner. Tata was the next owner. Geely is the new owner. Everything else about Jaguar has nothing to do with ownership. The factory has never relocated...which I knew perfectly well. The morale is down also because the former customers have held their noses at the new marketing concept. I predict that Jaguar will either sink completely or only make sales in China. It will be gone as a piece of British automotive history.
Recovering from the ad campaign will not help them recover from the unpopularity of EVs with automotive enthusiasts. Tata is not selling Land Rover, which has good sales and no intention of becoming all-EV. To the contrary, they are offering vehicles with gas engines rated at greater than 600 hp! I could scarcely believe what I read about that, but it appears to be true.