Tata and Jaguar

Tata, the biggest auto manufacture in India, showed its interest in buying Jaguar, the British auto maker. Officials at Jaguar were alarmed and they expressed their discontent with the offer, they said it clearly that Tata, being an Indian firm, may not be able to show the true brand of the luxurious Jaguar. Basically the officials at Jaguar were not convinced that a company, Tata, from a developing world will be able to live up to the promise Jaguar offers its customers.

Leaving the racial and cultural issues a side, can we take the concerns of the officials at Jaguar seriously? Will the new owner be able to keep the image of Jaguar shining? Will the new owner provide the same level of service and support to Jaguar customers?

The level of quality and the perception of quality among various cultures are interesting things to notice. People, as I have seen them in few countries, don’t look at quality with the same standards. Countries like China and India may be on the fast track of development and modernization, but did these countries reached the level of development where they can compete in the luxury brands market?

Is the world ready to accept India, China and other developing countries as major players in the luxury brands market? Are these developing countries ready to set new standards for quality? I personally think the answer is no. Quality is not only about a product or service, but it’s about a culture that must be developed with in the country, it’s about the mindsets of the people who must believe in higher standards of living as a way of life. Do you agree with me?