The Ford Humiliation | How Ratan Tata Came Back to Buy Jaguar & Land Rover
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VIDEO INTRODUCTION:
The year is 1999, and the state of Tata Motors is a disaster!!!
Their first car Tata Indica is a massive failure, the press is going wild, the stock price of was already crashing due to a recession and Ratan Tata in a desperate move to save his company takes a flight to America.
Because Ratan Tata wanted to sell the passenger car division to Ford Motors.
Now back then Ford was the most dominating name in the world, they were printing so much money that they made 22 Billion dollars in profits and they were on a shopping spree. They bought the Iconic Aston Martin in 1987,Jaguar in 1990, Volvo in 1999, and Land Rover in 2000!!
But when Ratan Tata made the pitch, instead of politely declining the offer, the executives crossed their line and said!!!
“Mr Tata, If you didn’t know anything about passenger cars, why did you start this business? We are doing you a favor by buying your car division.”
Now Ratan Tata being the polite man he was, He walked out, flew back to Mumbai, and canceled the deal. And while the Americans mistook his humbless for weakness, little did they know that 9 years later, Ratan would come back and do them a favour.
As it turns out, in 9 years, Ratan tata took another, this time he came as a buyer to buy Jaguar Land Rover from Ford for 1.15 billion pound!!
And this is where the world got to witness the greatest turnaround in Automobile history!! Under Ford JLR was doing so bad, that Jaguar alone bleeding with £388 million in losses in 2006, but the TATAs did such a wonderful job that in the next 7 years, the same company was printing money with £1.675 Billion (₹14,773 crores) in profits!!
The question is,
How did Tata motors go from being a struggling company to buying Jaguar Land Rover? What did Ratan Tata understand about Jaguar and Land Rover that Ford never Understood?
And what are the lessons that we need to learn from this iconic comeback of Jaguar Land Rover?
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✅Study Materials:
https://economictimes.indiatimes.com/news/international/ford-motor-may-post-biggest-annual-profit-since-1998-on-one-time-tax-gain/articleshow/11644673.cms?from=mdr#:~:text=Ford%27s%20highest%20annual%20net%20income%20was%20%2422.1%20billion%20in%201998
https://www.cbc.ca/news/canada/a-timeline-of-auto-industry-mergers-1.709231
https://www.newindianexpress.com/business/2009/May/10/we-went-too-far-with-jlr-ratan-tata-48090.html
https://sooperkanoon.com/case/1146863/tata-motors-ltd-previously-engineering-locomotive-co-vs-anurag-sehgal#:~:text=coolant%20leakage%2C%20wheel%20alignment%2C%20problem%20with%20the%20power%20windows%2C%20defective%20central%20lock%2C%20improper%20rear%20view%20mirror%2C%20starting%20trouble%2C%20defective%20gear%20box%2C%20low%20mileage%2C%20excessive%20heating%20of%20the%20car%20and%20noisy%20fan%20belt
https://www.livemint.com/Home-Page/icnwxFtRIhKP6b5HAiFL5N/Tata-Motors-posts-520-mn-FY09-loss-as-JLR-weighs.html#:~:text=Tata%20Motors%20said,a%20year%20ago
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