TIMING IS EVERYTHING FOR NEW JAGUAR LAND ROVER CANADA PRESIDENT
With key new models, like Jaguar’s XE and F-PACE arriving soon, Jaguar Land Rover Canada’s new president, Wolfgang Hoffmann says it’s the perfect time for him to be taking over the reins.
What was it that attracted you to this new
I am very much a product guy, a car guy. I love cars, and for a
car guy, there could not be a better time to be joining Jaguar Land
Rover. The models we are about to launch, the new Jaguar XE and
F-PACE, are true game changers. I just had the chance to drive the
new F-PACE at the global retailer launch in Miami and was truly
amazed at its performance and handling capability. It’s
phenomenal. Add these vehicles to the seemingly limitless appeal of
the Range Rover, Range Rover Sport and Evoque, and we have a real
opportunity to grow the company. They say timing is everything, and
I think my timing in joining Jaguar Land Rover Canada at such an
exciting time is perfect.
Can you tell us about your career thus far?
I spent a lot of time with Audi, first as a consultant, and then
as lead engineer for the original A3 model. After a stint in global
product marketing for the A6 all-road, I moved to North America in
2005 as director of Audi product management. I then switched to
becoming general manager for the New York Metro Area working
closely in the field with dealers. Then, an opportunity came up
with Lamborghini to be North American Chief Operating Officer,
helping the brand rebuild after the financial crisis. In 2012 I got
the call to be President of Audi Canada and thoroughly enjoyed the
role, but when opportunity opened up to become President of Jaguar
Land Rover Canada, I leapt at the chance to be part of the
Canada has traditionally been a true premium market for
Jaguar Land Rover. How will that change with the arrival of XE and
This is our big chance to essentially re-launch the Jaguar brand
in Canada. It gives us the opportunity to bring-in customers who
probably never considered a Jaguar before, customers who never had
Jaguar on their radar. The XE puts us right in the heart of the
luxury compact sports sedan market, while F-PACE sets a new
benchmark for performance crossovers. With these models, Jaguar for
the first time will have a five-model line-up. That’s big
news for the brand.
Demand for the most premium Range Rover models and high-end
versions of Range Rover Sport and Evoque just goes from
strength-to-strength. Last month was not just our best March ever
for Land Rover, but also our best month period, with an 85 percent
increase compared to March 2015. It was a huge month for Land Rover
models too with the LR4 seeing a staggering 255 percent
year-over-year increase. My job will be to make sure our retailers
get the product they want and the tools they need to continue to
grow their business.
How important are the new SVR models to the Canadian
As a premium brand, you need halo cars. Cars that kids want to
have as posters on their walls, or nowadays, wallpaper on their
smartphones or tablets. The upcoming F-TYPE SVR and the current
Range Rover Sport SVR have tremendous visual and engineering
excitement. They send a strong, powerful message to the marketplace
that we are capable of shaking things up. Tell me, what car-loving
kid isn’t going to want to have a poster of next year’s
recreated Jaguar XKSS on their wall?
Tell us something we don’t know about Wolfgang
I’m a very passionate cook. A good friend of mine is a well-known chef and restaurant owner in Vancouver and put together a great cook book with recipes that have really been inspiring me. Also, my mother was a master chef and I’ve been making a great many of the dishes she taught me, plenty of hearty German goulashes and casseroles. Cooking is great therapy for me. I also like that it helps me to be organized. Of course, when it comes to cooking, timing is everything.