Tata Brings In a German A-Team to Make Sense of Jaguar/Land Rover

A flurry of snickers went through the crowd of assembled journalists at the Paris auto show when the new CEO of Jaguar/Land Rover took the stage. Instead of the dulcet lilt of an English brogue, the new boss of some of Blighty’s oldest and most revered brands, Dr. Ralf Speth, chiseled through his speech with the oompah-oompah beat of a thick Bavarian accent.

Since January 2010, an executive shuffle at the top of the newly combined Jaguar and Land Rover operations has put German executives firmly in charge. Welcome to the globalized auto industry, which doesn’t let a little bit of historical irony get in its way.

Take, for example, the 2008 purchase of both Jaguar and Land Rover from Ford by an industrial conglomerate headquartered in one of England’s former colonies. Everybody who has met Ratan Tata, chairman of the Mumbai, India–based Tata Group, says he’s very polite, intelligent, and down-to-earth considering he’s a billionaire many times over.

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