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A Tata deal would be good for British brands

Tata ownership will mean investment in new models if its plan to acquire Jaguar and Land Rover succeeds.

Casting aside claims of ‘well you would say that’, Jaguar UK managing director Geoff Cousins is confident that Tata will be good news.

“With the future of two strong British brands at stake, it is vital that they pass into safe hands – and I believe that will be the case if the Tata takeover goes through,” Cousins told AM.

At the launch of the vital XF in Monaco, Cousins revealed that he had been involved in ‘putting the UK perspective’ to the panel involved in the take-over discussions. “We believe that if Tata ran our business, it would invest, allow us to develop our strategy and let us deliver,” he said.

Jaguar designers are known to be excited about the products they have on the drawing board and are keen to press on.

Meanwhile, in a deal with Sony, the XF is to feature in a two-month national cinema ad campaign following its March 1 launch. Other moves will target women and the Asian community.

“Women buy only 5% of our cars and we will do better from targeted advertising. We’re also getting closer to Asian business leaders,” said Cousins. “Our aim is to change the perception that if you are successful, you drive a Mercedes-Benz or BMW.”

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