Ta ta, second tier, India’s on its way
While no one was looking, the global economy has become a bit more global. Indian carmaker Tata’s takeover of the legendary Jaguar and Land Rover brands make’s the UK Tata’s single largest revenue source. But how does that make the world more global?
At the risk of showing my age (see, Jean, two can play that game), when I was growing up the words “Made in Japan” meant shoddy manufacturing and ripoffs of successful American or European products. Japan is now a bastion of quality, equal to or better than its former (if unintending) mentors, and its brands are powerful world-beaters. China replaced Japan as low-cost manufacturer, and established its reputation manufacturing a host of well-known US and European branded products. It too has begun the process of establishing its own brands in the US and Europe. Korea and some of the other “tigers” of Southeast Asia have done the same.
India, however, has long seemed very far from taking that first step into international brands. No more – with the purchase of Jaguar and Land Rover, Tata has entered the big leagues, bringing India along for the ride.
I agree India has just become a contender in the automotive business. However, I need to see India as real player… iwil the elite brands of Jaguar and Landrover keep their status. In addition, I need to see India create a brand of their own. Only then, will the other automotive OEMs and consumers see India as a threat – which is the highest form of flattery in the automotive world.
No question, India has a ways to go, but that’s how Japan started back in the seventies, Korea in the eighties, and China in the nineties (roughly). It’ll be interesting to see whether and when India can take the next step.