12 July 2021

  • Lennard Hoornik appointed as new Chief Commercial Officer with immediate effect
  • Lennard will help drive innovation and realise potential of Reimagine strategy
  • Chief Commercial Officer is responsible for all global sales and marketing activity for both the Jaguar and Land Rover brands
  • The appointment will help Jaguar Land Rover create the world’s most desirable luxury vehicles and services for the most discerning of customers, and achieve positive cash net-of-debt by 2025

Monday 12 July 2021, Gaydon, UK – Jaguar Land Rover has today announced the appointment of a new Chief Commercial Officer.  

Lennard Hoornik will begin his new role with immediate effect, helping to drive innovation within Jaguar Land Rover, and realise the potential of the business’s Reimagine strategy.  

Lennard will be responsible for all global sales and marketing activity on both the Jaguar and Land Rover brands. His role will also include brand positioning; current and future product planning; customer relationship management; marketing communications; brand experience strategies; global sales and customer service; and supporting future growth.  

Lennard, who will take a seat on the Board of Directors, previously spent eight years at Dyson as Chief Commercial Officer, and has also held senior roles for Sony, Sony Ericsson, and HTC.

We are pleased to confirm that Lennard Hoornik will join Jaguar Land Rover as Chief Commercial Officer. Lennard is an excellent addition to our business and is a hugely experienced leader in bringing products to market in exciting new ways. Innovation has been a key thread in his career, making him perfectly placed to realise the potential of our Reimagine strategy.

Thierry Bolloré
Chief Executive Officer

Launched earlier this year, Reimagine is a sustainability-rich reimagination of modern luxury by design, unique customer experiences, and positive societal impact. The strategy is designed to help Jaguar Land Rover achieve zero tailpipe emissions by 2036 and net zero carbon emissions across supply chain, products and operations by 2039. 

Lennard succeeds Felix Bräutigam, who has decided to leave Jaguar Land Rover. 

Further information

Jaguar Land Rover PR social channels:   

- Twitter: @JLR_News   

- LinkedIn: @JaguarLandRover   


For more information visit or contact: 

Jess Bowden-Eyre 
Global Corporate Affairs Manager  
+44 (0)7734 855245 

Notes to Editors

For more information about Jaguar Land Rover’s Reimagine strategy please visit:    


About Jaguar Land Rover: Reimagining the future of modern luxury by design   

Jaguar Land Rover is reimagining the future of modern luxury by design through its two distinct, British brands. 

Our current model range embraces fully electric, plug-in hybrid and mild-hybrid vehicles, as well as the latest diesel and petrol engines. Our class-leading Jaguars and Land Rovers are in demand around the world and in Fiscal 2020/21 we sold 439,588 vehicles in 127 countries. Land Rover is the global leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. Jaguar is the first ever brand to offer a premium all-electric performance SUV, the Jaguar I-PACE.  

At heart we are a British company, with two major design and engineering sites, three vehicle manufacturing facilities, an Engine Manufacturing Centre and a Battery Assembly Centre in the UK. We also have vehicle plants in China, Brazil, India, Austria and Slovakia. Three of our seven technology hubs are in the UK – Manchester, Warwick (NAIC) and London – with additional sites in Shannon, Ireland, Portland, USA, Budapest, Hungary and Shanghai, China.  

Central to our Reimagine strategy is the electrification of both the Land Rover and Jaguar brands with two clear, distinct personalities. All Jaguar and Land Rover nameplates will be available in pure electric form by the end of the decade. This marks the start of the company’s journey to become a net zero carbon business across its supply chain, products and operations by 2039. 

As a wholly owned subsidiary of Tata Motors since 2008, Jaguar Land Rover has unrivalled access to leading global players in technology and sustainability within the wider Tata Group.