Jaguar owners in the UK happy with Tata Motors’ ownership

As per the findings of a survey conducted by a British car review website – WeLoveAnyCar.com – owners of Jaguar cars say they are OK with Tata ownership, Jaguar had ‘massively improved’ and they loved their dealers. 

The online survey was sent out to 3,896 Jaguar owners on May 27, 2014, revealing some interesting results for Jaguar and its dealers. Tata Motors’ ownership does not seem to have caused any issues with Jaguar owners. While five percent said they were less likely to buy a Jaguar, 77 percent thought it made no difference or had no relevance. Indeed, 80 percent thought Jaguar had ‘improved’ or ‘massively improved’ in the last three years. 

Since Tata acquired Jaguar, 44 percent of owners thought it meant a ‘better future’, 32 percent said they were ‘better cars’ and 22 percent, a ‘bigger range’.  However, 26 percent of Jaguar owners thought that the company coming under Indian ownership was ‘slightly sad’. 

Overall, 32 percent of owners rated Jaguar 10 out of 10 with 84 percent rating the company 8, 9 or 10 out of 10.

Jaguar owners are a class of their own; 86 percent are aged 50 and over and the respondents were overwhelmingly male – 94 percent.  Jaguar owners are loyal with 30 percent having owned 4 or more Jaguars.

Asked what they felt like owning a Jaguar, 38 percent  of owners thought they were ‘lucky,’ 28 percent felt they felt ‘very special’ and 26 percent ‘advantaged.’  Some also felt ‘wise’ and ‘intelligent’ in owning a Jaguar and a significant proportion (22 percent) felt ‘envied’ and ‘I have arrived’ (14 percent).

Jaguar dealers are clearly helping the luxury car company’s cause with 67 percent rating the last dealer they visited 4 or 5 out of five.  Forty-six percent said they felt ‘welcome,’ 33 percent ‘comfortable’ and 26 percent ‘appreciated.’  Jaguar owners were also happy to recommend their dealer but, tellingly, only 44 percent of them had their car serviced there ‘all the time’.

Surprisingly, given the older age profile of the Jaguar owner, 12 percent said they would be interested in buying an all-electric Jaguar with a range of 300 miles/480 kilometres and 26 percent would seriously consider buying one.