Jaguar Land Rover has appointed John Edwards to lead its newly created individual products division. Prior to the appointment, Edwards was Land Rover's global brand director. In his new role, Edwards will head a unit that will take care of boosting the Jaguar Land Rover’s global brand value. The new unit will also oversee accessories, licensing and merchandise activities, the 'engineered to order division' and high-value halo vehicles, the carmaker said in a statement.
Despite the appointment, Edwards will remain on Jaguar Land Rover's executive committee, which is the company's operational management board. Edwards said in the statement that they intend to ensure that the company’s product offering “constantly evolves to further enhance the experience of owning one of [their] products."
Jaguar Land Rover disclosed in August that it would get rid of the global branding director role at its Land Rover and Jaguar brands and would create a unified marketing and sales leadership structure for the brands.
The company also disclosed that Jaguar's global brand head, Adrian Hallmark, would become global strategy director for both brands. Jaguar Land Rover is aiming to sell 750,000 vehicles globally by 2020, with an eventual goal of 1 million units, a senior North American executive for the carmaker said in June. Jaguar and Land Rover combined posted a 30-percent surge in sales in 2012 to 357,773 vehicles.