‘The great race’ for Jaguar Land Rover, by Palmer Hargreaves

Summary

 Jaguar Land Rover is a global automotive manufacturer, the sale of genuine accessories are an important part of their overall revenue.

The Great Race is a web-based incentive programme designed to increase accessory sales by encouraging the sales team to sell at every opportunity, but also to position accessories as a viable revenue stream. The dealers are very good at sales but not necessarily training, marketing or strategy.

The programme is managed centrally and requires very little administration from the dealer network. The programme has been implemented in the Middle East, Russia, Australia and Japan with a European importers’ version in development. The results to date include the Middle East and Russia.

This programme also strategically raises the profile of accessories and provides a holistic approach to sales, marketing and training.

The Client

Jaguar Land Rover is one of the world’s premier automotive manufacturers, with a strong portfolio of luxury vehicles – from sports saloons and cars through to 4x4’s and utility vehicles. Although owned by India’s largest automotive company, Tata Motors, the Jaguar Land Rover vehicles are designed, engineered and manufactured primarily in the UK.