Thierry Bolloré, CEO of Jaguar Land Rover, has proved to be something of a Goodwood superfan. He has attended most Goodwood events since he arrived in the job 20 months ago on a mission to implement a revival and electrification plan he labelled “Reimagine”.
We grabbed a word with Bolloré just after he’d taken to the famous hillclimb at the Goodwood Festival of Speed in the new Range Rover Sport V8, driven by senior engineer Graham Moss.
You’ve just driven the famous Goodwood hill - did you enjoy it?
"Of course, but unfortunately I had to go as a passenger. I would have loved to drive myself but I couldn’t because I didn’t have the correct licence. Next year I will make sure I drive myself."
Do you believe events like Goodwood are important for marques like Jaguar and Land Rover?
"They’re extremely important. Our profile as a modern luxury company should extend far beyond the cars themselves. It has to encompass the whole ownership experience, and that means into places like this. In the future we will make sure it does."
Your Reimagine plan is very radical, and very rigorous. Is it on track?
"Yes, it is exactly on track. Maybe we are even a little ahead of the plan in some places. It is true that we have been rather quiet over the past months because we are concentrating so hard on work. We have a lot to do and we must concentrate on it because we have a long way to go. But even so, things are going well."
Has the Reimagine plan been modified since you devised it?
"Not so much. Only to simplify it in some areas so we can go faster. But we are on track. You will see."
Jaguar and Land Rover models have been criticised in the past for quality, and you promised improvements. Have you delivered them?
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What are you driving?
A Humber Sceptre 78 kWh, long range.
Doesn't quite sound right does it. I think Jaguar is in enough trouble, its own incompetent management has seen to that. The last thing it needs is a basket case of a brand from a bygone era, it's arguably already one.
Thank you for your objective observations and, positive and constructive suggestions – NOT !!
Fortunately, the reaction from JLR was not as negative.
Those responsible for established, historic, automotive “names” (I dislike the term “brands”. These are NOT washing-powders), do still appreciate that they possess some “currency”, some value, a credibility, that resonates with most of the buying public . . . if not those with a blinkered, unimaginative, and restricted outlook.
It is yet to be seen how successful will be the new, artificial, SYNTHETIC names such as Aiways, Next.e.Go, Lucid Air, BYD, Chery, Lynk&Co and Geely . . . but, earlier experience of such “manufactured” names as ACURA and INFINITI, has not been particularly successful.
I think JLR were being polite.
What ever your opinion is, in the modern world of marketing, you need to create that brand, it's what will define your products and how they will be perceived. Unfortunately, Humber means nothing, absolutely nothing to anyone under 50 and most living outside the UK will have never heard of it at all. Those that do remember it, are likely to associate it with the Chrysler era and shall we say, poorer quality times of the UK automotive industry. Its glory days were the best part of a century ago.
Not too sure what you mean by "synthetic" names, they may be new to the automotive scene, but many are well established and have products on the market, not just concepts and ideas. Geely is probably one of the biggest success stories of recent times. As for Acura or Infinity, they may not be as successful as they once were, and may not have been a success in the UK or Europe, but they are well established.
If you're the current custodian of the Humber marque, then I wish you well, but I think it's going to be a tough sell in the modern world. Perhaps look at reviving it as a bicycle or bespoke motorcycle manufacturer, it may be a lot cheaper.
Try Triumph in Hinckley, perhaps a tourer based on the name would be more suitable.
It is difficult to comment on the plans announced to move Jaguar up-market. We do not have access to the marketing, statistical, and financial, information that led to this decision . . . and, the associated decision - at the very last minute - to discontinue production of the “electric-XJ”.
However, JLR still has substantial manufacturing capacity that needs to be utilised, to be efficient and profitable, and to maintain the necessary “critical mass” to survive as an independent manufacturer, able to compete in the premium vehicle market segment.
JLR had been informed that to maintain a much needed presence in the premium automotive market segment, there is available to JLR, the possibility of using a highly regarded, venerable, well-known name, long associated with the premium automotive sector. A highly respected name, that could comfortably sit alongside both Land-Rover, and the up-market Jaguar.
JLR, have been given the opportunity to maintain a presence in the premium automotive market segment, by adopting, using the HUMBER name.
Adopting and using the HUMBER name would not detract from the 4x4 reputation associated with Land-Rover. It would provide a means to compete in the premium vehicle market segment, now to be vacated by Jaguar.
By using the HUMBER name, to continue the production of a number of Jaguar “legacy” models, the proposal would keep the marketing of those Jaguar “legacy” models, at arms-length from, and therefore protect and not detract from, Land-Rover, and the proposals for an up-market Jaguar.
It is understood that the prototype “electric-XJ” vehicles that were photographed whilst out testing as they neared completion of their development, were new, bespoke, “approved” signed-off, bodies destined for production . . . and NOT “mules” adopted from other, existing, vehicles.
It is hoped that the expensive die, machine tools, used for pressing the body panels for the new “electric-XJ”, are still in storage - with all the others, that we recently saw on our screens, during the TV documentary about production of the “F-Type”.
It is hoped that all the computer programmes to control the manufacturing, and the robotic assembly, of the “electric-XJ”, have been “saved” . . . or at least can be re-written.
Whilst maintaining their attention on Land-Rover, it is presumed that much Sales & Marketing time and effort, is now dedicated to defining and positioning the new up-market Jaguar. However, I am confident that JLR should have the depth of expertise to simultaneously prepare and launch HUMBER as a “vehicle” with which to launch (in the UK market), the HUMBER “Sceptre” (nee “electric-XJ”), with support from the “legacy” models, both to be also marketed as HUMBER . . . the “I-Pace” and the “F-Pace”.
Whilst maintaining their attention on Land-Rover, it is presumed that much Sales & Marketing time and effort, is now dedicated to defining and positioning the new up-market Jaguar. However, I am confident that JLR should have the depth of expertise to simultaneously prepare and launch HUMBER as a “vehicle” with which to launch (in the UK market), the HUMBER “Sceptre” (nee “electric-XJ”), with support from the “legacy” models, both to be also marketed as HUMBER . . . the “I-Pace” and the “F-Pace”.
CONCLUSION
With a lifetime’s employment and continuing interest in the Sales & Marketing function of the automotive manufacturing industry, I do despair at JLR’s continuing ability to seemingly - wilfully - neglect and ignore the opportunities that should be exploited with little or no, effort or expense, and which would be to the benefit and appreciation of many . . . customers and enthusiasts; importantly the dealer network (that depends upon a certain volume of sales to maintain their own viability); component and service suppliers; manufacturing and other employees; and of course Her Majesty’s Treasury.
Sounds like Steve had a lovely lunch at Goodwood paid for by JLR after they let him have another brand new Range Rover for 12 months..... Any chance Steve we could have some challenging questions next time, like mentioned below, quality is NOT reliablity!