Interview: Joe Eberhardt
Motor Trend|June 2020
President and CEO, Jaguar Land Rover North America
Interview: Joe Eberhardt

Joe Eberhardt, president, and CEO of Jaguar Land Rover North America, has a long career in the auto industry, with stops at Chrysler, DaimlerChrysler, and Mercedes-Benz along the way. We spoke to Eberhardt at the Chicago Auto Show following the introduction of the 2021 Jaguar F-Type.

The Defender 110 is planned to go on sale this spring, followed by the 90. What will its impact be? Obviously, it helps sales volumes. It brings to the front the totality of the Land Rover brand strategy with three families or subbrands, which is Discovery, Range Rover, and now Defender.

We have waited a long time for the Defender in the U.S. The rest of the world waited a few years, but there has been a 23-year void for us in the U.S. It allows us to really communicate the purpose of each subbrand. They are all unified by design and engineering excellence, but they are differentiated. Range Rover stands for ultimate luxury and refinement. Discovery stands for versatility and functionality. Defender is the ultimate in terms of durability and capability. They share some core brand DNA, but then they accentuate certain elements. In the past it was difficult to get that across because of that missing third leg of the stool. Hopefully, when customers look at the entire lineup now, it is clearer what the intent of the overall brand strategy is.

Defender helps define Discovery? Exactly. People say the Discovery doesn’t look like an LR4. True, but that was on purpose because we knew Defender was coming, and if the Discovery was too rugged, too off-road oriented, it would have clashed with the family.

Denne historien er fra June 2020-utgaven av Motor Trend.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra June 2020-utgaven av Motor Trend.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA MOTOR TRENDSe alt
2023 GMC Canyon
Motor Trend

2023 GMC Canyon

MC, the luxe-truck division of General Motors, has long struggled to differentiate its products from mechanically similar Chevrolets.

time-read
3 mins  |
Spring 2024
2023 Ford F-Series Super Duty
Motor Trend

2023 Ford F-Series Super Duty

The heavy-duty truck world moves more slowly than other pickup classes, and progress comes in spurts. Take the Ford F-Series Super Duty, whose recent refresh included softer-edged styling, a new entry-level gas-fed V-8, a new high-output 6.7-liter turbodiesel V-8, and myriad small improvements like new bedside steps. Is it still basically the same truck as before? Absolutely, but it’s also a better Super Duty, however incrementally.

time-read
2 mins  |
Spring 2024
2024 Chevrolet Silverado HD
Motor Trend

2024 Chevrolet Silverado HD

When Chevrolet unveiled its all-new 2020 Silverado HD lineup, it set the truck  world ablaze, and not in a good way.

time-read
3 mins  |
Spring 2024
THE CHEVROLET COLORADO IS THE 2024 MOTORTREND TRUCK OF THE YEAR
Motor Trend

THE CHEVROLET COLORADO IS THE 2024 MOTORTREND TRUCK OF THE YEAR

A BROAD LINEUP DELIVERS AN IMPRESSIVE RANGE OF OFF-ROAD CAPABILITY WITHOUT COMPROMISE TO EVERYDAY LIVABILITY

time-read
8 mins  |
Spring 2024
HOW MUCH DO YOU LOVE THE 80?!
Motor Trend

HOW MUCH DO YOU LOVE THE 80?!

THE FIRST-GENERATION NISSAN PATHFINDER IS AN SUV THROWBACK TO A TOTALLY RAD TIME, FOR SURE

time-read
7 mins  |
Spring 2024
BAVARIAN ECONS 2002te
Motor Trend

BAVARIAN ECONS 2002te

THIS ELECTRIC BMW RESTOMOD LOSES ITS ENGINE BUT NOT ITS SOUL

time-read
7 mins  |
Spring 2024
2023 PORSCHE 911 GT3 RS FIRST TEST
Motor Trend

2023 PORSCHE 911 GT3 RS FIRST TEST

PORSCHE'S MOST FOCUSED 911 OF ALL TIME MUST BE EXPERIENCED AT ITS LIMITS TO BE UNDERSTOOD

time-read
6 mins  |
Spring 2024
2024 TRUCK OF THE YEAR MADE IN MICHIGAN
Motor Trend

2024 TRUCK OF THE YEAR MADE IN MICHIGAN

AFTER DECADES IN THE WEST, TRUCK OF THE YEAR MOVES TO MICHIGAN

time-read
3 mins  |
Spring 2024
YOUR ICON OF ICONS: CHEVROLET CORVETTE
Motor Trend

YOUR ICON OF ICONS: CHEVROLET CORVETTE

Was there ever any doubt? MotorTrend readers are largely American, and as much as we love Jeeps, Mustangs, and F-150s in this country, the Corvette has been “America’s sports car” for nearly as long as this publication has existed. That’s why you chose it via our online vote as the most iconic car of the past 75 years.

time-read
4 mins  |
Spring 2024
MOTORTREND CELEBRATES 75 YEARS OF EXCELLENCE
Motor Trend

MOTORTREND CELEBRATES 75 YEARS OF EXCELLENCE

The 10 Most Iconic Vehicles of Our Time and Much More

time-read
7 mins  |
Spring 2024