F&I Management & Training

Indian vehicle manufacturer Tata, which recently bought Jaguar and Land Rover, is looking to revive Daimler. Tata has earmarked £1 billion to develop new models at its British-based manufacturers and it is suggested that the company wants to transform Daimler into a super-luxury marque to compete directly with Bentley and Rolls-Royce. Analysts believe that a new generation of Daimlers could find ready buyers. Leading motor industry academic Professor Garel Rhys, of Cardiff University, said: "Tata could make a very good job of this, especially if they target the space between where the top of Jaguar's current range ends and where manufacturers such as Bentley kick in. Daimler has a fantastic heritage." Jaguar shares the rights to the Daimler name with Daimler AG, the German car manufacturer created last year when DaimlerChrysler was split up. Jaguar agreed terms last year that allow the German company to use the Daimler brand as the title of a trading company, a trade name or a corporate name - rights that it did not hold previously. However, the renegotiated terms do not affect either company's existing right to use the Daimler name for a product." At present the Daimler badge is restricted to the most expensive Jaguar model - the Daimler Super Eight, which has an £80,000 list price.

DATED: 30.07.08

FEED: AW