Tata is acquiring an acclaimed model line-up in the case of Land Rover and an improved line-up for Jaguar. Despite what has been suggested by posters on several online forums, experts say consumers looking at either brand are not likely to be bothered that they are now under Indian ownership.
'They are two great, glamorous brands with enormous goodwill toward them,' says Jaguar's former global marketing director Martin Runnacles. 'Consumers are remarkably unfazed by who owns the brand.'
The growth in negative sentiment toward bigger cars is one area that may give Tata problems. Jaguar and Land Rover brands are perceived as 'flash', making them an easy target for critics. Although luxury, top-end German marques such as Audi are more subtly positioned.
One potential concern is how Tata will come to terms with these ecological issues. Making big, thirsty cars comes with problems going forward, as Professor Garel Rhys, president of the Institute of the Motor Industry, points out.
'The design and research arms of Land Rover and Jaguar are working to reduce the CO2 emissions, so you have to look at what the situation will be over the next five years,' he says. 'But with Jaguar, you are looking at a large engine in Europe, and Tata has to address this.'
There is consensus among brand experts and auto analysts that Jaguar and Land Rover will remain popular provided they keep the manufacturing base here.
According to Rhys, any shift to India would not be a problem as because vehicles are associated with the brand rather than where they are built. 'If after a few years there is a shift of some manufacturing to India, the majority is still likely to be in the UK as we have the big factories' R&D here,' he adds.
Tata cars are cheap, mass-market models, leading some to suggest that the company will have problems adjusting to the smaller volumes of sales expected for Jaguar and Land Rover. However, most experts say the conglomorate has learned from its 2006 acquisition of Anglo-Dutch steel manufacturer Corus that it has to use all the assets it buys.
'Tata knows it has no experience making a luxury car, but the employees and top management are the ones with the knowledge. Tata has bought the workforce as well as the marques,' argues Rhys.
When Ford bought Jaguar in 1990, there was uproar about a British brand being bought by the Americans, but they have largely made the brand better. The purchase of Mini by BMW is probably the best example of the fact the public don't care about nationality as long as it remains a good brand. There was a furore when BMW acquired Mini, but it is one of the most successful stories for small cars.
Land Rover's customers are normally quite nationalistic, brand-loyal and probably shop at Sainsbury's or Waitrose, while Jaguar's are traditionalists who eschew modern, tricksy things and prefer something that's a bit understated. Despite them being proud of the marques' 'Britishness', the only time the public might lose faith is if the parent company starts to mess around with a brand, such as when Jaguar introduced the X-type, and an estate version.
Land Rover has always been an iconic brand with a clear place in the motoring public's affection. It commands loyalty, too, and is probably the strongest it has ever been. When Ford bought Jaguar it probably stretched the brand by launching the X-type, which was to all intents and purposes a Ford Mondeo.
I don't think people should be nervous about Tata. There will be no wholesale redundancies and it has the financial muscle to play the long game.
Comment: Mike Moran, managing director, The Automotive Partnership
When Ford bought Jaguar in 1990, there was uproar about a British brand being bought by the Americans, but they have largely made the brand better. Similarly, there was a furore when Germany's BMW acquired Mini, but it is one of the most successful stories for small cars. Indeed, the latter is probably the best example of the fact the public doesn't care about nationality as long as it remains a good brand.
Land Rover's customers are normally quite nationalistic, brand-loyal and probably shop at Sainsbury's or Waitrose, while Jaguar's are traditionalists who eschew modern, tricksy things and prefer something that's a bit understated. Despite them being proud of the marques' 'Britishness', the only time the public might lose faith is if the parent company starts to mess around with a brand, such as when Jaguar introduced the X-Type, and an estate version.
Land Rover has always been an iconic brand with a clear place in the motoring public's affection. It commands loyalty, too, and is probably the strongest it has ever been. When Ford bought Jaguar it perhaps stretched the brand by launching the X-Type, which was, to all intents and purposes, a Ford Mondeo.
I don't think people should be nervous about Tata. There will be no wholesale redundancies and it has the financial muscle to play the long game.