- Dominic Elms takes on leadership of Jaguar Land Rover Classic following 10 years with JLR and 18 years in the automotive industry
- Elms’ appointment adds further momentum to an exciting trajectory as new ventures accelerate at Coventry-based Jaguar Land Rover Classic
Jaguar Land Rover Classic announces changes to its leadership team with the appointment of Dominic Elms, who takes responsibility for operations of the Coventry based business.
Charged with leading the Classic team’s development of the Classic business for JLR, Elms looks to deliver even greater opportunity for clients to experience the unrivalled history of some of the world’s most iconic brands.
With a decade of experience in Global Retail and Operations roles as a director within JLR, Elms brings broad leadership and strategy experience, plus huge excitement for the role: A passionate automotive enthusiast at heart, he has been around Jaguars and Land Rovers since childhood.
Speaking of the new role, Dominic Elms, Director, Jaguar Land Rover Classic, said: “As someone who has been lucky enough to have had a lifetime filled with joyous memories of classic Jaguars and Land Rovers, taking on this role at Jaguar Land Rover Classic is a thrill and an honour.
“We take the definition of OEM, the original equipment manufacturer, to the next level of intricate detail. This gives us a unique edge, as no one else can match the authenticity we bring. That’s the message I’m determined to spread – not just in the UK but all over the world.
“Ultimately, only we can provide the genuine stamp of approval and authenticity that owners and enthusiasts expect from our legendary brands.”
As examples of the great work Classic does, Land Rover Classic has recently launched its Defender V8 Works Bespoke programme, a unique new commissioning service that represents the pinnacle of personalisation and customisation. Jaguar Classic has also introduced its first Works Bespoke commissions in the form of two rarified, hand-built E-type Series I commemorative restorations, brand new luxury offerings for Classic customers.
