Tata Hits Chinese Home Run
China’s weight in the auto industry is well known. Since cracking open just a few years ago, the new and completely untapped market of millions has rewarded some surprising marques, with GM’s Buick soaring to the top of the charts. With a penchant for luxury cars, the communist country has consumed everything the automakers have thrown at it, and it’s been a saviour to more than a few brands.
But, two of the most historic and well-known brands have yet to have taken advantage of the new eastern trade route, until now. Owned by Tata, literally next door to the communist giant, Jaguar and Land Rover just announced their Chinese debut, to much fanfare and more importantly, 13,000 sales. Land Rover’s sales easily outweighed Jaguar’s; not terribly surprisingly for a country with extensive rural areas, and 10,000 brand new Land Rovers and 3,000 Jaguars will wow their new owners in a few months time. Accounting for $1.08 billion Canadian dollars’ worth of sales, this initial order will make up nearly a quarter of the original purchase price Tata paid for the two ex-Ford Premium Auto Group brands.
