FORD: Jaguar And Land Rover Finally Sold

Date Posted: 28 March 2008

Tata has bought both Jaguar and Land Rover from Ford in a deal worth £1.15bn after months of negotiations.

The news of the sale came at the same time as Ford announced that it would continue supplying engines for Jaguar cars as part of the deal, securing jobs at the company’s Bridgend plant until at least 2012.

On BrandIndex, the winner in terms of ‘Buzz’ appears to be Land Rover, where the brand has seen it’s score improve for -4% on the 20th March to 2% on the 26th March.

After initial concerns over job losses at Ford, Ford’s ‘Buzz’ stabilised around 8%. When the sale was agreed, the brand’s score dropped 2% points.

Jaguar’s ‘Buzz’ has slowly declined over the last month and is currently at 5%. Interestingly, Jaguar have seen a sharp incline in mindshare (the bottom chart – positive responses plus negative responses), but the brand’s ‘Buzz’ score remains unchanged, suggesting that whilst more respondents have heard something about the brand in the last two weeks, their opinion of the brand remains consistent with the trend.

BrandIndex will continue to track these brands to see how these trends develop over time.

Richard Wood, BrandIndex Client Executive

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