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Tata and why It could make Money on Jaguar and Land Rover

Posted October 10 2007 10:05 AM by staff 
Filed under: Opinion


Tata Elegante Concept Front Right.jpg

Is India engaging in a bit of reverse colonization in the UK? That could be the case if Tata Motors manages to scoop up Jaguar and Land Rover as now expected.



According to The Independent, the company, an arm of Indian mogul Ratan Tata's conglomerate, recently acquired Corus, formerly called British Steel, and has long held Tetley Tea. And now the company is considered the favorite bidder in Ford's sale of the two iconic British brands.

For Ford, the sale is an admission of failure to follow through on former CEO Jacques Nasser's global strategy. It will also represent a massive financial loss. Maybe not as epic or ridiculous as GM's $2 billion payment so it wouldn't have to buy FIAT (in the pantheon of blunders made by the US automakers in the last decade, this might still occupy the top five places by default).

It's expected Ford will face a similar deal with the UAW on healthcare as GM, but unlike the stronger GM, likely won't have as forceful a bargaining position, although with fewer retirees doesn't face the same volume of funding for pensions and healthcare.

Other bidders remain in the race, all private equity firms, including One Equity Partners (ironically led by former CEO Nasser), Ripplewood Holdings and TPG Capital. Cerberus, the firm which recently acquired Chrysler, pulled its bid last week after deciding Chrysler presented quite enough challenge for now.

The big question is parts, components and other bits n' pieces... as in how will they be produced? Both Jag and Land Rover  are low volume cars, and the lower the volume, the more expensive the product. Luckily for Tata, a long standing relationship with FIAT could help matters. Dual-purposing parts from FIAT's Maserati could greatly reduce development and production costs for Tata's operation. 24/7 Wallstreet poses yet another interesting, possibly more philosophical question, however. To quote, "...if Tata thinks it can make money on the brands, why can't Ford?"

Hmmm...



COMMUNITY COMMENTS
SPMitchell   (October 14 2007 04:37 AM)

There are some big differences between Tata and Ford.

All the automotive takeovers/mergers that have failed BMW/Rover, Daimler/Chrysler, Ford/JLR, involve companies that have an overlapping competing existing model range which creates redundancy in production. Tata and JLR on the other hand has zero overlapping product range, which means they will not be buying in redundancy in production. The same also applies to the marketing and distribution outlets - there is no duplication of these - JLR is strong in Europe and has a presence in US, while Tata is strong in India which is a rapidly growing market.

Ford's failed effort has shown that JLR has to be run as a niche luxury car to be successful, which means cutting back production to about half what it is now. Tata can do this without cutting the workforce, by assembling knocked down kits for it's World Truck (developed by Tata-Daewoo in Korea) and other commercial vehicles in it's Landrover plant. Remember Tata is the world's fifth biggest truck maker.
 
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