Jaguar Land Rover Reportedly Wants To Buy A Luxury Automaker

Jaguar Land Rover is reportedly eyeing the acquisition of a new automotive brand.

According to sources who spoke to Bloomberg, the company has been holding internal discussions about the possibility of buying a new brand to help diversify its lineup. Little is known about the talks but one person told the publication JLR is eyeing luxury brands that would complement their existing products.

The discussions don’t appear to be limited to automakers as the report suggests the company is also talking about the purchase of technology firms. This could help JLR develop autonomous driving technology as well as meet their goal of offering an electrified version of every vehicle the company makes.

The discussions appear to the blessing of Tata has the company reportedly has around $6.1 billion in cash and Tata Motors Group CFO C Ramakrishnan has previously said the company will use the money to invest in new products and technology.

There’s no word on which brands the company is considering but marques from Fiat Chrysler Automobiles are the most obvious possibilities. FCA CEO Sergio Marchionne has been desperately looking for a partner and hasn’t been shy about the possibly of selling or spinning off brands such as Alfa Romeo or Maserati.

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  • Jp

    Alfa doesn’t seem to make sense considering it competes directly with Jaguar. However, Maserati could be a nice addition. Alternatively, Aston Martin could be nice too.

    • Nordschleife

      I vote Aston Martin. Wouldn’t it be nice to have them under the same umbrella again.

      • smartacus

        me too. i’d bet on Aston. Together again

        …aaand it would not be the first time
        something gets sold from under Mercedes’ nose.

        AUDI bought DUCATI despite the AMG marketing campaign.
        No surprise if Aston got sold despite Daimler’s 5% stake.

        • U8INIT

          I thought Aston but they’re not innovative at all…so idk.

          • smartacus

            don’t worry, by now i DO KNOW.
            JUST YESTERDAY Red Bull F1 said they are changing to
            ASTON MARTIN RED BULL RACING in 2018.

            Aston Martin’s ‘Advanced Performance Centre’ will be located right in
            Red Bull’s Milton Keynes HQ,
            consisting of 110 Aston Martin design and engineering staff.
            In 2021, they will switch to Aston Martin engines.

            Rest easy, the innovation is coming.
            and coincidentally RED BULL F1 used to be Jaguar Racing.

            When Jaguar-LandRover buys Aston;
            this will be the first time the three will be together since Ford sold them off

          • U8INIT

            Oh ok…so Aston is looking to storm soon…good news indeed.

  • Jeep and Alfa are the only thing of value from FCA…everything else from FCA is junk…

    • Leconte Dave

      Dodge is doing all right i think

      • MP4-12C

        And RAM isn’t bad either.

        • Michelin

          And Maserati is still sexy !!!

      • Dodge is not a global brand and is becoming a very small niche player with their demon editions…these are spectacular cars but their days are numbered due to stricter emissions and fuel economy rules…like a dead-man-bounce…

      • Tumbi Mtika

        You mean C&C: Challengers and Chargers

        • Leconte Dave

          Pretty much

      • Six Thousand Times

        Its disappearing act is indeed going well. As soon as all police fleets switch to Explorers from Chargers, time will be called.

    • Cobrajet

      The brands are just.

  • Kaisuke971

    Maserati would make sense if they can reposition it as an higher end brand, closer to bentley and RR. Or maybe it could be the brand that focuses more on sporty models, since Jag mainly makes GTs and sedans while LR is building SUVs.

  • Benjamin B.

    An Alfa Romeo/Jaguar partnership would allow both companies to share R&D to better compete with the Germans.

  • Benjamin B.

    This would allow Hyundai to raise the funds to purchase the rest of Fiat Chrysler.

    • Tumbi Mtika


      • Benjamin B.

        It’s not unlikely. I don’t mind, but I can see many secretly-racist Americans being offended by the merger.

        • Tumbi Mtika

          I want Hyundai to succeed, so I’m also against this.

    • LWOAP

      Nope. Ain’t touching that with a 12 foot pole. It would be a bad decision on Hyundai’s part.

  • Leconte Dave

    Buy Chrysler lol
    Land Rover/Chrysler :The biggest unreliable car company of a time

    • Six Thousand Times

      If you still miss your old Yugo…

    • Benjamin B.

      Modern Jaguars and LR vehicles are pretty solid.

  • Nate

    Would be interesting having JLR buy Aston Martin or even rehabilitate Lancia or Rover allowing the either of the latter two to slot below Jaguar.

    • Benjamin B.

      JLR should buy Lancia and Rover in good conscience. Sergio let Lancia die. Maybe the Brits can save these two brands. Alfa Romeo has a nice new platform too. It also directly competes with Jaguar. You make an excellent point that Lancia and Rover could be marketed as premium and not full luxury makes. I do hope Jaguar Land Rover SVR works its performance magic on Lancia and give us something magical. Maserati would also make a good addition as it is marketed slightly above Jaguar, albeit it uses many FCA parts bin parts. JLR itself used and still uses plenty of Ford parts. But the Maserati supposedly competes with Rolls Royce and Bentley. JLR can do better with both Maserati and Lancia. Finally in the movie American Assassin there is a Lancia-badged 300 driven by a terrorist. This is what Sergio did to Lancia. 🙁

      • Nate

        JLR already own the rights to the Rover name, which explains why the Chinese had to rename it Roewe as a replacement after failing to purchase the rights to the Rover brand name.

        Like Rover, Lancia could slot in nicely below Jaguar whereas it is difficult to envision Jaguar acquiring direct rivals such as Alfa Romeo let alone Maserati though it is not outside of the realm of possibility.

        Aston Martin is the possible luxury carmaker in question yet one could also ask why Jaguar does not simply revive Daimler for such a purpose.

        • Six Thousand Times

          I thought SAIC owned the rights to Rover.

          • Nate

            They tried though ended up creating Roewe.

  • liams92

    Lotus, Aston Martin or Masseratti/Alfa Romeo would be my guesses. Could it even be the purchase of an EV company like Licid?

    • Bo Hanan

      Lotus or Aston Martin makes sense.

    • Jp

      Lotus has recently been bought by Geely along with Proton. Unlikely to happen.

      • liams92

        Oh fantastic. I remember seeing they were interested in Lotus but never saw anything about it happening. Hopefully they have a good turn around. I would like the deal to be Alfa/Masseratti personally as those companies really need saving, keep cancelling and putting back models. Aston seems to have a good future plan in place.

    • Bash

      Oh Lucid, that is a fantastic idea.

  • Shane

    Marchionne is all ears…

  • Nordschleife

    LOL Ha just a few year ago they were headed towards extinction. Now look at them.

    • Tumbi Mtika

      The Ford Effect (n)-

      When an automaker purchased by early 2000’s Ford is sold off, they almost immediately begin a period of resurgence, bringing them to near-luxury/luxury levels of prestige.


  • Vítor

    Mini would be cool and wouldn’t get in the way of neither Jaguar nor Land Rover, but I doubt BMW would sell it. As others already said; Aston, Maserati or even McLaren would be nice for a flagship brand

  • Ed Ward

    The Chrysler brand makes perfect sense.

    • Bash

      This could be the answer to Sergio’s prayers lol

    • Six Thousand Times

      The headline said ‘Luxury.’

  • Tumbi Mtika

    Please be MG, please be MG…

    Did I mention that I want them to buy MG?

    • Bash

      MG is not a luxury automaker.

      • Tumbi Mtika

        It is supposed to be a SPORTY manufacturer, though.

        • Bash

          True, I agree, but the heading suggests that JLR want to buy a luxury brand!

          • Tumbi Mtika

            Also true. In that case, I think Aston will join the fold.

  • brett hoover

    Lotus or Aston Martin makes sense.

    • Shobin Drogan

      Geely only recently purchased 51% of lotus shares so I doubt that’s happening anytime soon. Aston does seem like a perfect choice for jaguar.

  • roy

    Maserati makes the most sense

  • smartacus

    You can forget all the pipe dreams about it being Alfa or even Maserati.

    Red Bull just announced Verstappen and Ricciardo will be driving:
    “Aston Martin Red Bull Racing” in 2018.
    in 2021; they will switch to … Aston Martin Engines!

    and ‘Advanced Performance Centre’ will be located right in
    Red Bull’s Milton Keynes HQ,
    consisting of 110 Aston Martin design and engineering staff.


    • smartacus

      in fact; Red Bull Racing USED TO BE Jaguar Racing

      • smartacus

        Ironic; Ducati was sold to AUDI from right under Daimler’s nose
        And now Aston will be sold from right under Daimler’s nose
        despite them owning a 5% stake in Aston.

        Pop Quiz: who owns 37.5% of Aston Martin?
        INVESTINDUSTRIAL, the same company
        that owned 76.7% of Ducati at the time they selected
        AUDI over AMG to sell to.

  • Bugatti Andrea Ettore

    Option 1. Alfa Romeo in Declive Today??
    Otion 2. Maserati Declive Today??
    Option 3. Lancia dead Today??
    Otion 4. Saab dead Today??

    • Tumbi Mtika


      • Bugatti Andrea Ettore

        thank you!!

        • Tumbi Mtika


  • Chris C

    They could always revive the Daimler brand and upset Mercedes.
    Van den Plas?
    Bringing an old brand from the dead might make more sense than trying to integrate the systems/procedures of a competing brand.

    They could always buy Triumph motorcycles as an excuse to revive the Triumph car brand and go head to head with BMW.

    I suppose Aston Martin/Lagonda makes the most sense.

    Somebody suggested MINI but is it worth $5 billion?

  • Steve Cohn

    I hope Jaguar buys Alfa Romeo so Alfas will finally have the same reliability of the Jags. (??)

  • Anders Gustav

    please save Alfa from mr Marchionne!


    It’s going to be Aston Martin. I just know it.

  • Vanquish

    I dont see what they would get by acquiring a Luxury Automaker other than just to own them; Alfa and Maserati dont really have anything to offer the Jaguar or Land Rover they dont have better quality their just as unreliable and their performance I would say is on par with each other. Unless Tata is just looking to have another brand I dont see the point, Aston Martin maybe with style and technology that could help especially with them using that Mercedes V8 which would work very well in Jags and LRs.

  • MarketAndChurch

    Other than Tesla, there isn’t a company out there – within J-LR’s budget – that could benefit them in any way.

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