New leadership team tasked with putting Jaguar, Range Rover, Defender and Discovery "in their own spotlight”
JLR has appointed dedicated directors to oversee Jaguar, Range Rover, Defender and Discovery as the firm pushes forwards with its 'house of brands' reinvention. It follows the launch of last year’s wide-reaching Reimagine Strategy, which split the business until then known as Jaguar Land Rover into four separate brands. As well as adopting the no-haggle, direct-to-customer agency retail model, JLR laid out plans to give each of its dealerships four distinct brand areas.
Santino Pietrosanti, also given the title of brand director, will be tasked with Jaguar’s electric rebirth, expected to start with a four-door GT, followed by a Bentley Bentayga-sized flagship SUV. He moves from the position of director of strategic partnerships. Leonie Raistrick, formerly Peugeot’s international brand strategy director, becomes brand director for both Defender and Discovery. She was named an Autocar Great Women Rising Star for her work with the Stellantis-owned brand last year.
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