Tata has been even more successful with Land Rover, Jaguar's stablemate, also purchased from Ford in 2008. An all-new, aluminum-intensive Range Rover has been launched, and Tata has formed a joint venture with China's Chery to produce vehicles for the fast-growing Asian market. Jaguar Land Rover is generating BMW-worthy operating margins and now accounts for 90% of Tata's profits. Its revenues rose 23% in the third quarter, and Tata says it plans to invest $12 billion in the two brands over the next five years.
You'll be hearing about Lincoln's relaunch these days. But what you won't hear about is Ford's thrifty approach.