JLR reaffirms agency sales date
07 February 2024
JLR intends to move to a ‘direct-to-sales’ agency model at the back end of 2024. While other manufacturers have pushed back their agency plans, UK MD Patrick McGillycuddy said JLR will go agency across the whole business and the firm has been working with partners for the past two years on the project.
He insisted the human element will remain key as part of JLR’s desire to be a “modern luxury brand… we need humans to deliver that experience as much as we need great online experiences”.
The OEM is also working with JLR retailers on how its new corporate identity will be rolled out in showrooms. “Internally, we’ve started to make most of the changes already. So I guess we’re going inside out.”
As part of the House of Brands structure, there will be four different brands: Range Rover, Defender, Discovery and Jaguar. Each JLR retailer will organise their showrooms to place vehicles into different zones to reflect this.
“We’ll start to bring that to life more and more over the next year or two in terms of that zoning, and the branding, and the look and feel.”
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