It's about time.
For decades there's been a problem that both Jaguar and Land Rover have promised to fix it. Despite becoming a single entity in 2008 when the two carmakers were purchased by Tata Motors from Ford, reliability and build quality have continued to plague the automaker. The bottom line is that this is unacceptable in the luxury segment as quality issues have turned away potential customers time and again.
That will soon end, JLR's new CEO Thierry Bollore told Autocar. Although he's only been on the job since last fall, Bollore wasted no time making big decisions, such as declaring Jaguar will be EV-only by 2025. Yes, the popular Jaguar F-Pace is on borrowed time.
Plans are in place for Jaguar to ditch its SUV lineup in favor of ultra-luxurious sedans to compete against Rolls-Royce and Bentley. Land Rover will handle all SUVs instead. Despite some dealerships' concerns, Bollore's vision is probably for the best but in order to achieve it, questionable build quality issues must be sorted.
"Our results have been unacceptable, but we know how to fix them," he said. "It's not science, just hard work. Already the 2021 results are better, but we have more to do."
Bollore has created and filled a new board position whose sole responsibility is to ensure quality and customer service.
Getting to the root of the quality problem is where it all begins, so Bollore aims to completely overhaul model development procedures by incorporating better technology via improved digital design systems. Better components and how they're put together at the beginning of the design process should help solve things.
During its now-failed quest to become a German luxury brand rival, JLR suffered tremendous consumer backlash in all key regions, specifically China where it has a local factory. That reputation is one of the reasons it suffered life-threatening financial blows over the past few years. With a new leadership team in place, JLR is facing up to its past mistakes and now has a clear vision to get back on track.