Tata Motors Chairman Ratan Tata has assured British workers that his company would retain the "brand and cultures" behind Jaguar and Land Rover if it were to acquire them.
Tata Motors is in an advanced stage of negotiations with Ford to acquire the British brands and a final decision is expected next week.
Speaking at the Geneva Motor Show on Tuesday, Tata said: "Our intentions over Jaguar Land Rover are not to take the technology, not to outsource [production] but we are interested in the brands and the cultures behind them."
"We plan to retain the image, touch and feel of these brands and not tinker with them in any way," he said.
Tata also stressed that the management teams of the companies that it previously purchased, Corus Steel, Daewoo and Tetley tea, were still in place.
"These brands belong to Britain and they will continue to belong to Britain. Who owns them is not as material as the brands belonging to Britain and the West Midlands," he added.