Jaguar has named ex-Rolls-Royce engineering supremo Philip Koehn as its new managing director - a significant step on its path to becoming an electric luxury brand from 2025.
Koehn has been in a leading role at Jaguar since joining from now-defunct Sino-German brand Borgward in 2019, with his official appointment to the top job coming in the wake of the high-profile departure of Jaguar Land Rover CEO Thierry Bolloré last month.
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He needs to reverse the damage done by Thierry Bollore, the world's worst automotive CEO.
Jaguar needs to compete with BMW, Audi, Mercedes. Not Bentley.
Jaguar should be producing inexcess of 100,000 cars per year, not a few thousand that Bentley do. To compete with Bentley means decimating Jaguar, firing 90%+ of the staff!
Jaguar doesn't compete 1:1 with those German brands as it is, yet the automotive press keep bleating on about poor sales. Yes, because Jaguar doesn't do a 1.5l 3-Series or a 1.2l C-Class. Nor does it do a TT. It doesn't even have a small compact hatchback that all the others offer. And that's where Jaguar must move in to providing.
Why? Because that gives a step up into the brand. Something that people can experience. And they also need a more regular performance brand rather than the very expensive SVR editions. SVR should be more like M Division.
If he doesn't fix all the damage Thierry Bollore has done to Jaguar & Land Rover he's no better than him.