Shelly Banjo, Columnist

A Luxury Halo Can't Mend Jaguar

Buying Maserati or Ducati can't paper over the deeper challenges at its Indian owner.

September 26, 2017 at 5:47 AM UTC

Shelly Banjo leads the global business team for Bloomberg News in New York. A former New York bureau chief and senior tech writer, she’s covered business, finance and economics for two decades.

Jaguar Land Rover Unveils Latest Innovations At Annual Tech Fair — Photographer: Chris Ratcliffe/Bloomberg

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The thing about good marketing is that sometimes it actually works. That's why people pay hundreds of dollars for ripped jeans and why Brits still swear by Tetley tea despite the "English" brand being owned by India's Tata Group.

Now, the conglomerate's trying to brew the same magic with Jaguar Land Rover, the luxury unit of Tata Motors Ltd. JLR is considering its first acquisitions since Tata bought the brands from Ford Motor Co. in 2008, Bloomberg reported Tuesday.