During our visit to Dubai International Motor Show this year, we have visited the Jaguar Land Rover stand and were stunned with the amount of new vehicles released for our market. For that purpose, we sat with Mr. John Edwards Managing Director, Special Operations Division from Jaguar Land Rover to explain the strategy set for the upcoming few years.
As MD of the SVO division at JLR, what’s coming in this year and what about future projects?
As you have seen today, we have two global debuts and one regional launch. Let’s start with the main attraction the Project 8. We like to call it the crazy car, it all started after Project 7, we were thinking what’s next? Someone at the division came up with the crazy idea to put our most powerful engine into our most lightweight platform and so the Project 8 was born. It is a car designed and engineered by petrol heads for the petrol heads. Project 8 is a track car with 200 MPH as top speed but we wanted a track car more than a straight line racing car and that meant lots of upgrades on the skin as well under it…
Project 8 is an exclusive car that will be produced in 300 unites only. We also have on the stand two global premieres: the Range Rover Sport SVR with carbon fiber bonnet and the SVAutobiography Dynamic with refined luxury. Both vehicles have improved performance and are positioned as a limited edition. Our operations as SVO division have a vision to build unique and distinctive vehicles that really stand out and make a bold statement while maintaining and improving the vehicle in terms of performance and luxury. This our business: Personalization is a form of luxury.
We have also coming up the Discovery SVX which is built on an already very sophisticated vehicle and we are taking it even further.
There are at least two major launches coming soon, we are busy and we are growing and you have to wait to see what’s coming.
To get a better insight on the JLR in our region, we also got the chance to sit down with Salman Sultan Regional PR and Social Media Manager at Jaguar Land Rover and this is what he has to say.
Where does JLR stands today on the regional level?
Well, we brought several global and regional premieres this year at the Dubai International Motor Show as mentioned earlier by John. Our region has the highest market share for SVR sales in the world specifically in GCC, the evoque in Morocco has the biggest market share among JLR brands in the middle east and number 2 is Lebanon and the Velar is sold out till June 2018, thus JLR gives high importance to our market. The E-Pace is here as regional premiere and the XF Sportbrake also which is set for the UAE and KSA as pilot markets and will be followed by XF Sportbrake R ad XF Sportbrake S. Moreover, Project 8 which is produced in limited edition is also part of the regional strategy, we have already sold 25 units in the region which is a great accomplishment and shows our region’s high interest in the SVO products.
What is JLR strategy in KSA after the royal decree allowing women to drive there?
We have been selling cars for women around the world and KSA is no different. Women in KSA have been buying cars for long time, the change now will be: do I buy a car that is Chauffeur driven or self-driven? To us at JLR we see this in two axes: the first one is the increase in sales especially that our lineup allows the change in buying mentality and the 2nd axe is to empower women to move more into the working field of the automotive industry and we are working hard with our partners to enable that option in KSA. I think this is a great opportunity not only in sales but as an improvement for the whole automotive industry.