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In this episode of the Autofocus Podcast, we are with Bruce Robertson, Managing Director for Jaguar Land Rover Middle East and North Africa.

Speaking with over 25 years of experience in the automotive industry, Bruce has been involved in with global sales and operational roles for Jaguar Land Rover in key markets including China, the UK and South Africa. Prior to joining the Jaguar Land Rover MENAP, Bruce was Executive Vice President – Sales & Service Operations for Jaguar Land Rover in China, the largest market for both Jaguar and Land Rover products globally. There he was instrumental in transforming the business and increasing sales five-fold.

In this episode, we cover JLR's new vision from sustainability to ACES. Bruce speaks on how the Middle East is mature and immature in different contexts and JLR's product innovation driving 46% year on year for Jaguar and 13% for Landrover year on year.

Looking at the industry, Bruce gives insight into China having changed the radically and fail mindset, Tesla's market disruption driving the motor industry out of its comfort zone and the positive outcomes that follow and Bruce's thoughts on how heritage builds 'fantastic brands'.

(He may have revealed a detail or two about the legendary LandRover Defender and when it will be available.)