Currently reading: Jaguar Land Rover to crack down on poor reliability
Boss Thierry Bolloré vows to improve company’s negative reputation for build quality

Jaguar Land Rover boss Thierry Bolloré has pledged to solve the firm’s reliability and quality issues once for all.

Bolloré, who assumed the role of CEO last autumn, says a lot of progress has already been made in what he describes as the first priority of his ‘Reimagine’ plan to turn the company’s fortunes around.

“This is the first pillar of Reimagine, our transformation plan,” said Bolloré. “Our results have been unacceptable, but we know how to fix them. It’s not science, just hard work. Already the 2021 results are better, but we have more to do.”

One of Bolloré’s first acts just a month after joining Jaguar Land Rover was to appoint Nigel Blenkinsop to a new board position, executive director of company quality and customer satisfaction, reporting directly to the Frenchman.

“We now have a member of the board responsible for the whole value chain, which makes a big difference,” said Bolloré.

Progress made has included a one-third drop in warranty costs from 2021-model-year cars. Bolloré is also overhauling the way JLR develops its models, introducing more technology and digital design on common systems that improves the quality of components and how they integrate at the beginning of the process.

“We’re improving processes to get better quality by design,” said Bolloré.

Jaguar and Land Rover models have long been plagued by quality and reliability issues globally. In the most recent (2020) What Car? Reliability Survey, Land Rover finished last out of 31 car makers, with a score of 78.2%, almost 10% worse than the brand directly above it.

Poor performance in China notably led to protests outside JLR’s Shanghai headquarters in 2018.


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Mark Tisshaw

Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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sgseliger 14 July 2021

Thierry Bolloré, when are you going to actually start doing this? This is complete hogwash, just another lying CEO trying to save face in front of their investors. 


JLR has been torturing me for the last 6 months after selling me a lemon CPO F-Type R. This car has had total electrical failure 9 times, but JLR corporate has forced me to sue them rather than do the right thing and buy the car back. 


Good luck repairing your image. I'm going to every single automotive publication to tell my story. Your franchisees are out of control and use customers as guinea pigs. You are getting your own customers killed with your dogshit vehicles. This is not a game, we are talking about lives and livelihoods at stake here. 

Spencerwilkes 13 July 2021
Just take the problem of rusty brake discs across the JLR range for the last 3 or 4 years. Vehicles coming in for their first service have had an advisory on well rusted brake discs but JLR will not replace them under warranty as they quote that they come under a “fair wear and tear”policy. This is not acceptable as there has been a quality issue as the discs have no protection due to the cost cutting exercise at JLR. I bought an ex JLR managers RR velar with 10k miles and 1 year old and the brake discs are now rusting that badly that it would probably fail an MOT. The dealer will not change them as they say that JLR reject warranty claims on rusty discs and the JLR so called Customer Relations Department read from a script and state “fair wear and tear” and to contact your dealer so we go round in circles. These are the problems together with balance shaft bearing failure on the crap Ingenium engines not to mention the electrical problems which will drive loyal customers to other brands and eventually bring about the demise of JLR as did Rover in 2005.
Bimfan 5 July 2021

Frankly, some of the engineering and especially the electrical systems, simply aren't up to scratch. Therefore it is not just a matter of being a bit more careful when putting them together (though that would help), in many cases they need re-engineering and then thoroughly testing for reliability, prior to release.

JLR have been using the customers to find even the most basic of faults for many years, rather than developing a proper testing programme.