A worthy sacrifice.
Jaguar Land Rover and Jaguar are now under new management. Thierry Bollore was officially appointed JLR’s CEO in September 2020. He began to roll out his vision for the stalling brands. Thierry Bollore spent his first month at JLR, driving around every Jaguar and Land Rover product in order to get to know the brand. He also killed the Jaguar XJ luxury sedan.
It is not easy to start a new job. Joining a team like JLR’s CEO must be difficult. The situation was clear when Thierry Bollore arrived. Land Rover was a hugely successful brand with a clear growth pathway and Jaguar needed some work. The previous management envisioned Jaguar as a BMW competitor. They aligned Jaguar’s models with BMW’s offerings. Although Jaguar achieved some success with this strategy however, Thierry Bollore explained to Autocar that he didn’t believe anyone would buy a product that was merely a copy of something you could purchase.
Thierry Bollore has a simple vision. He wants Jaguar products to be unique and not try to copy other customers. Thierry Bollore wants Jaguar to focus on originality and not making copies. Bollore explained his vision to Autocar. “The plan that I presented to the company now seems like the minimum we could achieve. Reimagine is an ongoing project. I am amazed at the number of people who believe we can do more and faster. It has been a team effort.
Reimagining Jaguar’s products is only one of the top priorities. Reliable products from Jaguar and Land Rover have been subject to recent failures. This is why it is important to rectify these issues in order for the brand’s future success. We are excited for the future of JLR, as their new CEO implements this masterful plan to build a strong future.