Tata eyes global strategy through ‘bold’ brand revamp

Tata’s foray into sports car territory is surprising, but it is supported by sound reasoning: it’s all about product development, Tata Motors’ Tim Leverton tells Freddie Holmes

Despite its acquisition of Jaguar Land Rover in 2008, Tata Motors has always suffered from badge snobbery. Regardless of the offering, consumers in developed markets tend to view the brand as cheap, and low-tech. To address this, the OEM is making a push to reinvent itself.

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