This year’s Delhi motor show is a landmark occasion for Jaguar Land Rover, owned by local company Tata Motors, which is using it to get the brand messages across to Indian buyers.
Ahead of the show, JLR wheeled out all of its big management guns to host a briefing for the Indian press in a luxury cinema and restaurant in one of the city’s most upmarket shopping areas.
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Why a cinema? Well, this is the home of Bollywood and movies are huge in India. It also provided the opportunity to get the message across using historic and modern footage to tell the heritage story of the two brands.
Adrian Hallmark, Jaguar’s brand chief and John Edwards, who holds a similar role at Land Rover, made their presentation to a full house explaining where the brands have come from and where they are going.
The thrust of their message was that Jaguar and Land Rover have started to establish themselves in India and are ready to grow.
Land Rover already assembles the Freelander in the country, at Pune, and executives were not ruling out the possibility of producing other models there in future.
Global communications chief Frank Klaas said: “The Delhi show is a good opportunity for us to make a statement. JLR is Indian-owned but there is not currently a great understanding of the heritage of the brands.”
