Specialists in Land Rover Parts & Accessories Since 1970 Range RoverRange Rover SportDiscoveryLR3LR4EvoqueFreelanderLR2DefenderSeries

question icon
phone icon
Have a Part Question? Email & Ask Us
Shop by Parts Shop by Vehicle
Over 11,000 parts in stock! Fast Delivery Best Price Guarantee Quality & Service About Us
Atlantic British Ships Fast!

Over 11,000 Parts In Stock!

From floor mats to filters to complete engines, we carry the widest range of parts and accessories for your Land Rover you will find anywhere!

...And the important word here is stock. We simply don't list part #'s that we can buy - we stock them. We operate over 50,000 square feet of warehouse space at two warehouse locations on both the East and West coast.

More info
parts delivered to your door

Fast Delivery

We ship same-day on orders placed before 12:00pm eastern time, Monday - Friday (excluding holidays) from both our East and West Coast Warehouses.

We ensure timely processing of your order, quick delivery times and very competitive shipping rates from UPS, FedEx and the US Postal Service

More info
Best Price Guarantee

Our Guarantee On Low Prices!

Atlantic British strives to bring you the BEST QUALITY parts at the BEST PRICE!

Show us a better retail price on the same brand part/item and style advertised on any other website or catalog and...

We'll match it!

Plus, we'll even take an additional 5% Off the matched price

More info
Store Policies

Quality & Service

Since 1970, we've helped more Land Rover owners enhance, modify or repair their vehicle than any other independent parts specialist. Quality products, superior service and a wealth of happy customers are the keys to our success. Getting you what you need, efficiently and effectively - it's what we do.

We appreciate your business - buy with confidence!

Who Will Buy My Beautiful Brands?

Back to Main Page
Posted On: Nov 19, 2007 By: Category: Land Rover News

There are two ways to acquire a valuable brand; the long road, which is to build it from the ground up, which can take years locally and decades globally…or the short route, which is to buy an existing one. If you’ve got a couple of billion dollars lying around, you’re impatient, and you’ve got 83,000 millionaires in your backyard, you might be thinking what Ratan Tata, the 71-year-old chairman of Tata Sons Ltd in India is thinking: the Land Rover-Jaguar portfolio looks pretty solid.

Tata Motors is basically a manufacturer of commercial vehicles that has been building passenger cars for only a decade. Mahindra & Mahindra, another Indian firm with the same longing look at Ford’s “For Sale” sign, specializes in agricultural and utility vehicles, and is just starting to build passenger cars. Never mind that neither company has any experience or expertise in marketing luxury vehicles, there’s a market here, dammit!

So let the bidding begin. That, at least, both companies have some experience in. The Tata Group has spent the better part of last year throwing around over $15 billion in buying overseas assets. Steel, tea, luxury hotels, jewelry…so what’s so hard about marketing luxury automobiles? Or building them, for that matter?

The question that is floating around, then, boils down to this: Parent company Ford ran Jaguar for some 18 years and lost in excess of $10 billion in the process. Land Rover has had its ups and downs but is currently seeing some of its most profitable quarters. Still, if Ford, with 100 years experience in the auto business, has not been able to make a success of this company, how can anybody expect the next buyer to have any greater success?

Maybe it does come down to the marketplace. Both Indian bidders are clearly confident that these luxury brands will woo the large and growing class of upscale buyers at home. But what about the workers; the 20,000 employees whose lives are so closely dependent upon the success of these brands? They are likely rooting for the successful bid to come from Jac Nasser, former Ford CEO and current front man for One Equity Partners, a private equity bidder who has thrown its golden fedora into the ring. The workers may be in for a surprise, however, as one of their own will inevitably have to cave to the suits standing behind him with freshly sharpened axes and a board demanding nearly immediate results.

And, of course, this is not to even surmise what will become of the brand equity once it is wrested from its traditional British heritage and reformed on the Indian peninsula. The irony of the British occupation of the India of old won’t be missed by many, to be sure. Perhaps all this is why Mercedes-Benz, BMW, Audi, Porsche, and other of the world’s legitimate luxury builders have remained on the sidelines during the bidding. They know how long the road lies ahead.

SIGN UP for Exclusive Offers & Latest Deals

    Atlantic British Ltd.
  • M-Th 8am-7pm (Fri 6pm) Eastern
  • East Coast - Map
  • 6 Enterprise Avenue
  • Clifton Park, NY 12065 - USA
Atlantic British on Facebook Atlantic British on Instagram Atlantic British on Google+ Atlantic British on YouTube Atlantic British on YouTube

    British Pacific
  • NEW Location!
  • M-F 8:30am-5:30pm Pacific
  • West Coast - Map
  • 4109 Guardian Street
  • Simi Valley, CA 93063 - USA

Please wait while we calculate your shipping cost.....loading image

Parts Question?
Quick Help Options X
Email Your Parts Questions View Store Policies View Shipping Information Tap to Call: 800.533.2210
Sign-Up Now And Enjoy
10% OFF

*Only For New Subscribers & Web Orders

Decline this one-time offer
Thank You For Subscribing!Check your inbox for 10% off your first order.
You are already subscribed!This offer is only available to new subscribers.