Jaguar Land Rover appoints chief creative officer to join board as it redefines strategy By Reuters

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© Reuters. Jaguar Land Rover presents the new Jaguar F-Type model during its world premiere in Munich

LONDON (Reuters) – Jaguar Land Rover appointed its chief creative officer to the board of directors on Wednesday to help redefine the Jaguar brand as Britain’s biggest automaker reviews its strategy under the leadership of new chief executive Thierry Bollore. Bollore took over control of the company in September and faces a number of challenges including electrification, managing the underutilization of its plants, handling the rapid drop in diesel sales and the effect of COVID-19 on the industry. . The Jaguar brand has also underperformed Land Rover in recent years with some overlap models. Bollore said Creative Director Gerry McGovern “will develop the character, distinction and personality of each” brand and that the role includes leading the design function at brands. “Jaguar Land Rover continues to transform its business at the pace and redefine its strategic direction,” the Tata Motors-owned company said in a statement. “In his new role, McGovern’s recognized creative mindset, along with his business acumen, will also take over the curatorship of the Jaguar brand with a mission to redefine its future.”

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