Ford Motor has recently announced the sale of Jaguar and Land Rover to India’s Tata Motors freeing itself, with this move, of two brands that had been underperforming for the past few years whether in terms of sales performance or poor quality ratings.

Even tough, Indian Tata has stated through the words of its chairman to be looking forward to the prospect of having Jaguar and Land Rover in its portfolio, clearly expressing the intention of putting these two brands at the very core of its business expansion plans.
 
It looked clear from Tata’s chairman statement, that the company will do so by keeping these brands identity intact so to capitalize on their legacy in terms of perceptions consumers have developed during the years of their competitiveness and luxury status.
 
At the end of the day, consumers purchasing such kind of cars are probably looking more at brand image than quality ratings.