Managing Director of Jaguar Cars, Bibiana Boerio, says a large part of her role is to be an advocate for consumers of the Jaguar Brand in the US — who are likely less impressed with the car's leather-gloved history than they are concerned with getting reamed by service costs and cataclysmic depreciation. Her most onerous task is to correct disappointing sales in the US, reportedly by building cars that don't suck, taking the Ford dunce cap off Jaguar's head once and for all, and putting it on Land Rover's, where it belongs.
Customer Thinking: American exec charged with bringing life back to Britian's Jaguar [AutoWeek]
Related:
Jaguar Will Rely on Products for Its Turnaround Strategy [internal]
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