Speaking on the eve of the Los Angeles auto show, Speth said the firm “needed certain growth, but not utmost growth”, saying the firm was a “boutique” for “connoisseurs who want something different” rather than “high street”.
“We won’t sell millions, or be high street,” he said about JLR, which has trebled its annual car sales to almost half a million since Tata took over the company in 2008.
Speth pointed out that BMW sold more in the last quarter than JLR will in the whole of 2015, but that the British-based company “still had to compete on a global basis”.
“BMW is like Park Lane or Mayfair on Monopoly,” he told Autocar, “they can have what they want. We’re the boutique: we can have cool vehicles with good designs that are good to drive and have good options.”
That quote was in reference to a question on just how big JLR could grow in terms of new models. On this subject, he added: “There are so many opportunities to expand the product portfolio, but we can’t do it all. We have to prioritise.”