Podcast Description

AMENA Automotive’s latest Autofocus podcast welcomes Bruce Robertson, Managing Director for Jaguar Land Rover MENA. Bruce has over 25 years of experience in the Automotive industry and this podcast is all about the future of Jaguar, Land Rover and the industry he is so passionate about. Where does Bruce envision JLR by the end of this year? What are the firm’s long-term expansion plans? How far has the Land Rover Defender come? We discuss this and a lot more in our fourth Autofocus podcast. Bruce Robertson has had an illustrious career leading Jaguar Land Rover operations across multiple overseas markets. He has headed the sales division in the United Kingdom, South Africa, and China before taking over the reins of JLR’s Middle East and North Africa operations. Prior to joining Jaguar Land Rover MENAP, Bruce was the Executive Vice President, Sales and Service, at Jaguar Land Rover China. He was witnessed JLR’s five-fold increase in sales in the Far Eastern market. He brings with him immense knowledge and a knack for recognising the potential of any market he operates in. The Fail Fast Mindset In The New Market Among the highlights of the episode was Bruce sharing some of the most important lessons we can learn from others markets. China, for example, while relatively young market, has a fail fast mindset that has resulted in some of the top innovations and engineering now happening in that market. This is especially important at a time when the industry is undergoing transformation: “The nature of the industry is changing. The dynamics are changing. The focus is changing.” Bruce added “The [disruptors] are driving the motor industry to where we aren’t comfortable. But you know something, that’s good. Because when people aren’t comfortable, that’s when you get ideas, that’s when you get change, that’s when you get excitement.” "The nature of the industry is changing. The dynamics are changing. The focus is changing. The [disruptors] are driving the motor industry to where we aren't comfortable. But you know something, that's good. Because when people aren't comfortable, that's when you get ideas, that's when you get change, that's when you get excitement." - Bruce Robertson, Jaguar Land Rover MENAP   https://youtu.be/VbPonJPI98U