Company: TATA Motors Limited
Brand value: US$1,721 million
Headquarter city: Whitley, Coventry
Change since 2017: -10%
Year formed: 1922
Jaguar is a distinctly British brand of luxury car, which has been used by members of the British royal family as well as several British prime ministers. The brand draws on the rich history of the Jaguar name and positions itself as a premium brand that promotes expert design and performance, but also technological advancement and sustainability. The brand’s current mission is to create innovative cars with a reduced environmental impact, and to help local communities through its corporate social responsibility programme. Jaguar announced in early 2018 a partnership with Waymo, Google’s autonomous automotive subsidiary, which will see the Jaguar I-PACE become the first premium self-driving electric vehicle in the Waymo fleet. It will begin testing this year and become part of the fleet in 2020. There are 88 Jaguar showrooms in the UK, but the brand is known around the world and is sold in 113 countries. Jaguar Land Rover in April confirmed plans to cut production and 1,000 jobs in the Midlands. It attributed the move to a fall in sales caused by consumer reluctance to make big purchases due to uncertainty around Brexit, and confusion over the UK government’s policy on diesel engines. The company also said it was continuing to recruit highly skilled engineers, graduates and apprentices, and would “over-proportionally invest in new products and technologies”. “The Art of Performance” has been the Jaguar brand’s communications tagline for several years.