Nearly a year after Tata Motors acquired Britain’s marquee brands Jaguar and Land Rover (JLR), their Internet sites reveal nothing about their new connection. A Web search in the sites for Tata Motors or even “India” does not result in a single match.
The Tatas acquired JLR in June 2008 for $2.3 billion from Ford Motor Co. The formal announcement of the acquisition was made in March, but the sites (www.jaguar.com and ww.landrover.com) do not identify themselves as owned by an Indian group.
Is this an error stemming from inertia? JLR’s sites stand in contrast to the worldwide hype generated by Tata Motors’ impending launch of its everyman’s car, Nano.
Tata Motors spokesman Debasis Ray told Hindustan Times said the sites were not meant for corporate consumption. However, the Jaguar site has a “company” section with corporate information that excludes mention of the acquisition. The Land Rover site has a link to the India microsite, but no other detail concerning the Indian connection.
Group pedigrees (for instance, Sonata watches as a Tata brand) are often used to build brands in the world of marketing, but the Tatas have consciously avoided it in the case of these sites.
“Jaguar Land Rover is a 100% subsidiary of Tata Motors. The websites focus on Jaguar and Land Rover product information in different countries,” Ray said. “Product-centric websites do not require corporate information.”
The Tatas are comfortable with their anonymity in the JLR sites.
“Jaguar Land Rover sites are and will be the ones that exist,” Ray added.
What still remains unexplained is the absence of any mention of the famous take-over in the section where the corporate
history of the two brands are listed.
Further, the Jaguar website provides links to sites for countries like Pakistan, Israel, Jordan, Kuwait and Lebanon but India is missing from this list as well.
A senior Tata Motors official who asked not to be identified said there is no India link for Jaguar because the cars are not available in India. When the brand is launched in India, a link would be made available, he said.