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Jim Holder
JLR chief Bolloré must strike a fine balance in rebooting Jaguar
EXCITING, ISN’T IT, to get the first clues on the reinvention of Jaguar from CEO Thierry Bolloré? The promise of a unique brand positioning, a Range Roveresque luxury philosophy and the internal design competition that achieved in three months what normally takes 18 all whet the appetite for what’s to come by 2025.
But as Bolloré builds excitement, he treads a fine line. While it’s admirable that he’s open in explaining why Jaguar has to change, he also has to keep in mind his network of heavily invested retailers, who need customers between now and then, and the motivation of his workforce, many of whom worked on the products he’s replacing.