JLR appoints dedicated UK directors for its ‘House of Brands’

JLR UK has appointed three new directors to each lead Jaguar, Range Rover, Defender and Discovery as part of its ‘House of Brands’ strategy.

Alan Nicolson (pictured left), previously head of UK product marketing for JLR UK, has been appointed to the role of UK brand director, for Range Rover. He reports directly to JLR UK’s managing director, Patrick McGillycuddy.

Nicolson has worked with JLR for four years and has led the company’s product pricing, launch and commercial strategy. He has also spent time in JLR’s central product team, and at the former PSA Group.

Leonie Raistrick )pictured middle) will lead Defender and Discovery. She joins the business from Stellantis, where she was international brand strategy director for Peugeot.

Raistrick was the winner of the Autocar Great Women Awards 2023 for marketing, recognising her work to shape Peugeot’s global social media strategy.

Santino Pietrosanti (pictured right), formerly director of strategic partnerships at JLR, completes the leadership team as UK brand director at Jaguar.

McGillycuddy, said: “How clients view mobility and how they interact with luxury brands has changed vastly in recent years, so how we present our brands, products and services must also change.

“Alan, Leonie, Santino and I are united in our passion to position all of our brands in a cohesive yet distinctive way, to shape the company’s future of automotive electrification defined by modern luxury at all touchpoints of the client journey.”

JLR revealed back in April last year that it would stop leading with the Land Rover name as part of its new House of Brands strategy.

It has also switched its official company branding to ‘JLR’, to remove reference to Land Rover, as part of a move which sparked corporate identity changes in dealerships.

JLR also recently announced it would be cancelling its move to an agency model and is instead refocussing its franchised model with an ‘elevated concierge levels of client care’.

JLR had been working on the move to agency for over two years and was originally planning to move to a ‘direct to consumer’ model this year.

McGillycudd said at the time the decision to move away from agency and focus on a refreshed franchised model was taken due to: “Internal and external challenges afoot, and the scale of change required to maintain a sustainable, profitable business.”

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