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New Marketing Boss - ex Porsche

5K views 14 replies 4 participants last post by  Chippy 
#1 ·
Felix Brautigam is leaving Porsche and joining Jaguar Land Rover as chief marketing officer.

He also gets a spot on the automaker's board of management. Brautigam joins the business immediately, but takes full responsibility on Jan. 1, reporting directly to Ralf Speth, Jaguar Land Rover chief executive officer.

Brautigam replaces Gerd Mauser, who is retiring from the business at the end of the year but will continue as chairman of Jaguar Racing to lead next season's Formula E campaign. He joins Jaguar Land Rover from Porsche AG in Stuttgart, where he was most recently vice president for Europe, responsible for 51 markets. He has also served as managing director of Porsche France and general manager marketing communications. He started his career at General Motors, with stints at Saab, Vauxhall and Opel.

Speth said Brautigam will be tasked with increasing "the success of our world-class brands with an even greater portfolio of new models designed to delight our customers, delivering experiences they will love for life." He added that Mauser "presided over an unprecedented period of growth in our business, bringing consistency and creativity to our global marketing operations."

Brautigam says he plans to help take Jaguar Land Rover and the customer experience to the next level. His experience with another luxury brand like Porsche will be helpful since the buyers are very similar, says Rebecca Lindland, Cox Automotive executive analyst

"JLR has a wonderful British heritage that they can pull from, and that certainly helps brands like Aston Martin, Burberry, and Sunseeker," Lindland tells Marketing Daily.

But the luxury market is changing, she says, noting that the oldest Millennials are turning 40 next year.

"Their reasons for purchase are different than the Baby Boomers and Gen Xers who have revitalized Range Rover and are currently revitalizing Jaguar," she says.

Since Jaguar Land Rover is a global automaker, Brautigam also needs to be aware of how the brand is perceived differently in each region.

"He needs to understand how JLR is perceived in Dubai versus New York versus Los Angeles versus Paris," she says. "But certainly his experience at Porsche will be a big benefit to him."

Source https://www.mediapost.com/publications/article/310153/jaguar-land-rover-appoints-new-cmo.html
 
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#2 ·
Meanwhile the head of engineering, Nick Rogers, starred in his own Daily Telegraph feature article in November, appearing to take a swipe at what he calls "fur coat" cars. Could this be retaliation for the recent statements made by design boss Gerry McGovern quoted in the "shed on wheels" thread where he said that design is now the top priority - and has to be delivered "without dilution" ?

'We've got our mojo back', says Jaguar Land Rover's engineering chief Nick Rogers

Electric cars are also being shaped in the studio, and test versions of the i-Pace electric car revealed last year are driving around the Gaydon track, some with wires leading from under the bonnet into the cabin, where engineers stare intently at laptops. "Engineers will create the future, they have a duty to create the future," says Rogers, saying the two key parts of his job are to look after his people so they can do their jobs better, and to look after customers by creating the best cars possible.

Posing for photos on the edge of the test track, an F-Type sports car roars past, and Rogers describes its exhaust bark as "authentic". Questioned on his repeated use of the word, he describes it as being key to his job and creating the cars customers want.

"If we're selling something - a car - to customers, it's got to be what we say it is," he says, citing a Land Rover's ability to take on all terrain. Failure for him would be what he describes as "fur coat" cars: they might look good but aren't practical.
Looks as though the fallout from the diesel exhaust debacle continues to divide senior figures. This is like watching Dynasty.

Source http://www.telegraph.co.uk/business/2017/11/12/got-mojo-back-says-jaguar-land-rovers-engineering-chief-nick/
 
#3 ·
Braeutigam is the guy with the enviable task of achieving JLR's extremely ambitious sales targets.

I think he had quite a long stint at Porsche where the company philosophy is certainly very different to that of JLR.
 
G
#4 ·
Bold statements without recognising the real problem

Probably a need to cover the walls of the board room with mirrors so that they can all look into themselves. But then again, they would probably just look right through the mirror
 
#5 ·
"Fur coats covering Dilution problems at Landrover "

That's a good Daily Mail headline if I ever saw one.
 
#6 ·
JLR doesn't engage in "badge engineering" so actually the company would be nothing today if you took away the technology, engineering and production facilities. But engineers usually aren't that big on guile, sophistry, empire building and oratory. Consequently they get told what to do, not the other way round - becoming the waggee, not the wagger, in the dog-tail relationship. Five prestige models are currently pissing off their owners to a greater or lesser extent because the executive management board didn't listen to what their engineers were telling them. But does it matter in the long run? It shouldn't, but only on condition that they learn from their mistakes and get heads of departments to start talking to one another as a team. And not slagging each other off in public when they collectively cock things up.
 
#7 ·
Nick Rogers
"
I've no career plan," he says. "You've got to have a strong 'so what?' gene and just get on with it."

Yep so what we have oil dilution problems, that fur coated designer caused that .
 
#8 ·
Gerry McGovern - 31st October 2017:

Land Rover design boss Gerry McGovern says the whole company has bought into his vision for "delivering without dilution" the innovative designs his team has come up with. McGovern said at Land Rover the car is engineered without compromise to fit the design, whereas at other companies the car is designed around the engineering brief.


Nick Rogers - 12th November 2017:

A suggestion that JLR has got "swagger" as it enjoys its success doesn't sit well with Rogers. "I prefer we got our mojo back. Engineers will create the future, they have a duty to create the future. If we're selling something - a car - to customers, it's got to be what we say it is. Failure [means] 'fur coat' cars [which] might look good but aren't practical".


It doesn't matter who started this pathetic little public spat but its obvious that the public arena is no place for senior executives to be airing their fundamental disagreements over strategy like this. They don't decide strategy in any event and this issue is about much more than two little boys arguing over who broke the train set. The Board of Directors needs to urgently hold an enquiry to find out what the hell happened to their commercial ethics during an episode which resulted in thousands of customers placing orders for expensive cars which didn't do what they were told to expect. Then, even worse, rather than taking responsibility for their errors in the design, marketing and sales of five cars, some of which cost over £100,000, to institute a continued campaign of misdirection, disingenuousness and downright deception to hide their mistakes. The reason that this public bad-mouthing is happening now is that they have realised that the lies have been exposed (thanks to forums like this one) and some of the individuals concerned are trying to score points in their futile attempts to avoid the incoming Exocet missiles. But they would be better to get on with their jobs and let nature take its course. The people like McGovern and Rogers - and quite a few others - weren't properly managed. This is the truth of what happened and so that is what needs to be addressed.

Some interesting reading on Corporate Governance, ethics and similar policy cornerstones, plus a full team-sheet of all the players can be found in this document downloaded form the company website. View attachment jlr_ar16_17_governance.pdf
 

Attachments

#9 ·
TATA Code of Conduct available at http://www.jaguarlandrover.com/2016/code-conduct

Directors and employees are required to comply with the Jaguar Land Rover Code of Conduct, which is intended to help them put the Group's ethical principles into practice. The Code of Conduct clarifies the basic principles and standards they are required to follow and the behaviour expected of them. The Code of Conduct can be found at www.jaguarlandrover.com.

Employees, contract staff, third parties with whom the Group has a business relationship (such as dealers, suppliers and agents), and any member of the public may raise ethical and compliance concerns to the Group's global helpline or via group.compliance@jaguarlandrover.com

Our reputation is one of our most valuable assets. A good reputation takes a long time to build, but can be damaged by a single dishonest, illegal or unethical act.

To protect the reputation of JLR, Tata and ourselves as individuals, we must always do business in the right way; fairly, with honesty and transparency. The integrity of our actions and those of the people we do business with is vital for our continued success.

If we do not act with integrity we will jeopardise the trust of our customers and other stakeholders. We can all think of examples of successful companies that have suffered severe damage to their reputation due to the failure of their people to act with integrity and responsibility. We should take no comfort from others suffering such reputational damage, but instead we must be inspired to avoid similar issues.

The more successful we are, the more scrutiny we will come under from our customers, the media, regulators, investors and local and global communities. They will be watching us closely, both as a company and as individuals.

The JLR Code of Conduct is the foundation of our approach to doing business in the right way. We all need to be aware of the Code, understand it and apply its requirements in everything we do.

It is important that we all follow the spirit, and not just the letter, of the Code. This will sometimes require us to make judgements on what is the right way to do business. If you are unsure how you should act in a particular situation, please discuss the issue with your manager. If you are still unsure of the right course of action, please consult with the JLR Group Compliance team.

Dr Ralf Speth
JAGUAR LAND ROVER CEO


There are Five Core TATA Values. Integrity is one of them:

We will be fair, honest, transparent and ethical in our conduct; everything we do must stand the test of public scrutiny.
Dear Mr. Speth, "In that case, please tell us why you continued to publish Discovery Sport brochures up to 31st May 2017 containing this claim: "Not only are the new Ingenium engines substantially lighter, more fuel-efficient and more refined than predecessors, they are also more affordable and convenient to own thanks to servicing intervals extended from 16,000 to 21,000 miles/two years." when there is evidence that JLR already knew two years previously that problems with the exhaust system's architecture and hardware components meant that the vast majority of cars would not achieve anything like this mileage?

JLRP00100
 
#10 ·

Attachments

#11 ·
McGovern again, this time back in August, shedding more light on the design vs engineering issue.

"Some people still think our job is to apply styling to an existing set of hard points. It was like that back in 2004, when I came back to Land Rover after my time with Lincoln in the US. Go away and make it look good, they'd say. But if you're forced to do it that way, the horse has already bolted. Hard points define volumes and proportions, and together they're the number one requisite for a great-looking vehicle. Get them wrong and it'll never look any good, however good your details and surfaces. That's why designers need to be involved in these decisions." Everything changed, says McGovern, with Tata's acquisition of Jaguar and Land Rover for £1.3 billion in 2008. "There was lots of mumbling, both in Europe and India, about Tata buying us. Everyone asked the same question: what do they know? But then Mr [Ratan] Tata arrived and asked the killer question: why does design report to engineering? He'd trained as an architect, he loved cars and knew exactly what our job entailed. I won't interfere, he told us, and no one else will. It's your destiny and you control it."
The immutability of "hard points", or so we were led to believe by another well-placed source at the company, was central to the exhaust problems affecting the 2L DS and Evoque. Lo and behold, here is McGovern again setting forth the uncompromising designer's position in respect of the same issue, almost as if rehearsing his lines for an argument he knows must be coming. Sorry, but it's just too much of a coincidence.

https://www.autocar.co.uk/car-news/industry/interview-land-rovers-design-boss-range-rover-velar-and-brands-growth
 
#12 ·
His reason for living in Chelsea just about sums it up. Does this man genuinely believe that that's where his customers live. A very, very small percentage of them yes but most those are presumably so wealthy that I question whether they even know what engine their vehicle has let alone what problems it has.
 
#13 ·
Land Rover: Gerry McGovern wins Designer of the Year Award

January 31, 2018

Gerry McGovern, Land Rover Chief Design Officer, was last night named Designer of the Year at the Festival Automobile International. The Grand Prix du Design prize recognises McGovern's Land Rover designs and their influence across the car industry. The awards are decided by a 15-strong jury from the automotive industry, sport, architecture, fashion, design, culture and the media. Jury members at the Hotel National des Invalides included architect Jean Michel Wilmotte, stylist Chantal Thomas, designer Anne Asensio and Etienne Gernelle, President and CEO of Le Point magazine.

Automotive News

If this was for the Velar I trust he'll do the decent thing and ask them to give to Ian Callum.
 
#14 ·
NoDiscoSport said:
Land Rover: Gerry McGovern wins Designer of the Year Award

January 31, 2018

Gerry McGovern, Land Rover Chief Design Officer, was last night named Designer of the Year at the Festival Automobile International. The Grand Prix du Design prize recognises McGovern's Land Rover designs and their influence across the car industry. The awards are decided by a 15-strong jury from the automotive industry, sport, architecture, fashion, design, culture and the media. Jury members at the Hotel National des Invalides included architect Jean Michel Wilmotte, stylist Chantal Thomas, designer Anne Asensio and Etienne Gernelle, President and CEO of Le Point magazine.

Automotive News

If this was for the Velar I trust he'll do the decent thing and ask them to give to Ian Callum.
But the discovery was also voted as having the worst rear end view .
 
#15 ·
Congratulations to Mr.Chelsea. It's made my day, no hang on my whole weekend. :lol:

On the other hand I'm obviously completely out of the loop because I've never heard of any of he jury members.
 
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