Reign of Elizabeth II: The Anglo-Indian car flagship Jaguar Land Rover in crisis

Reign of Elizabeth II: The Anglo-Indian car flagship Jaguar Land Rover in crisis

JLR (Jaguar Land Rover) is the most emblematic so British manufacturer. Admittedly, it’s no longer British-owned, since the two English brands, which are among the most prestigious in the history of world automobiles, are led by the Indian Tata … But it is so in order the only British manufacturer to decide and design its vehicles and mechanics entirely across the English Channel. Rover, Austin, Morris, Triumph are long dead. Rolls Royce and Bentley drive with engines developed by their owners BMW and Volkswagen respectively. Aston Martin drives with Mercedes mechanics. JLR is the newest avatar of an industry that was the most powerful in Europe when Queen Elizabeth II ascended the throne in 1953! But the manufacturer is going through a very bad phase.

also readFor example, British car manufacturers went under foreign flags during the reign of Elizabeth II

Founded in Blackpool in 1922 by William Lyons as the Swallow Sidecar Company, it was only after the war that the company adopted the Jaguar name. Called SS-Wagen from 1934, it actually couldn’t keep two damn initials. Known for its very sporty XK120 (1948-1954), XK150 (1955-1960), Type E (1961-1975), its fast and luxurious sedans Mark I (1955-1959) and Mark II (1959-1967), its sedans Mark X (1961-1970), then XJ I, II, III (1968-1986), Jaguar in its day was what BMW is today, on a smaller scale of course. Beautiful and refined cars, but marred by often-disastrous reliability. Amid financial mismanagement, the brand was finally nationalized in 1966. Integrated into the inefficient conglomerates BLMC, then British Leyland, the company was privatized in 1984 and bought in 1989 by Ford, who tried in vain to expand the range downwards in order to be able to compete with Audi or BMW. In 2008 the brand was finally sold to Tata.

A fantastic post-2010 rebirth

Reference: www.challenges.fr

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