Jaguar Land Rover Wants To Fix Its Biggest Criticism

Luxury / Comments

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.

Forward Vision Jaguar
Rear Perspective Driving Jaguar
Central Control Panel Jaguar

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.

Front-End View Jaguar
2021-2022 Jaguar E-Pace Forward Vision Jaguar
Front View Driving Jaguar
8 Coolest Features Of The Kia EV6
8 Coolest Features Of The Kia EV6
6 Amazing Cars General Motors Should Never Have Cancelled
6 Amazing Cars General Motors Should Never Have Cancelled

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.

2020-2022 Land Rover Range Rover Evoque Front View Driving Land Rover
2018-2022 Land Rover Range Rover Sport Front View Driving Land Rover
2021-2022 Land Rover Discovery Front Angle View Land Rover
Side View Land Rover
Source Credits: Autocar

Join The Discussion

Gallery

2020-2022 Land Rover Range Rover Evoque Front View Driving
2018-2022 Land Rover Range Rover Sport Front View Driving
Central Control Panel
2021-2022 Jaguar E-Pace Forward Vision
2021-2022 Land Rover Discovery Front Angle View
10
Photos
Back
To Top