Jaguar Land Rover is looking to up its presence in the Chinese auto market through a manufacturing and sales joint venture in the country, according to reports.

In a story in the Wall Street Journal over the weekend, Carl-Peter Forster, chief executive of Jaguar Land Rover's parent company, Tata Motors, was cited as saying the division is in "good discussions" with a Chinese firm to make and market its vehicles. Although Forster would not give further details, he noted that Jaguar Land Rover would like a partner in the country "as soon as possible", the newspaper quoted him as saying.

Speaking at an auto conference in Shanghai, Forster was cited saying: "We're not as strong as we should be (in many markets), most notably in China."

Tata Motors acquired Jaguar Land Rover from Ford Motor Co back in 2008.