With a shocking design, Tata's Jaguar hopes to bounce back from mediocrity

• Published On: 3 October 2023
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Jaguar, the British luxury car brand owned by Tata Motors, is determined to make a comeback from its state of mediocrity.

Jaguar, the British luxury car brand owned by Tata Motors, is determined to make a comeback from its state of mediocrity. To achieve this goal, the automaker has devised a plan to appeal to affluent American buyers with daring and polarizing designs. According to Auto News, Jaguar aims to attract the attention of around 20 million millionaires in the US, viewing them as potential customers who could help revitalize the brand.

Recognizing that their previous pursuit of high sales volumes, during both the Ford and Tata Motors eras over the past two decades, has had negative consequences for the brand, Jaguar Land Rover CEO, Adrian Mardell, is leading the charge for a revised strategy. The focus now is to rebuild the brand's connection with the wealthy car buyer community, acknowledging that this process will require substantial effort to regain brand equity.

In their pursuit of restoring Jaguar's luxury status, the company is putting emphasis on audacious and innovative designs. The intention is to create vehicles that not only surprise but also rekindle the interest of affluent buyers, breathing new life into the brand and its offerings.