Up-for-sale and under pressure Jaguar has announced that Mike O’Driscoll is to become the new Managing Director of Jaguar Cars. O’Driscoll, currently President of Jaguar Land Rover North America, will replace Bibiana Boerio, who is to retire by the end of the year after eight years with Jaguar and over thirty in total with Ford Motor Company.
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O’Driscoll has almost thirty years experience with Jaguar and Land Rover and has a wealth of sales and marketing expertise gained both in the UK and United States.
Welcoming O’Driscoll to his new role, Jaguar and Land Rover CEO Geoff Polites said: “Mike has proven in-depth experience and understanding of how to sell premium cars in the marketplace and how best to support our dealers. This experience will serve Jaguar well as we launch some very exciting new products in the years ahead.
“Mike has worked closely with Bibie Boerio over the past three years, as we have put in place the strategy and actions to rebuild Jaguar. He has a strong understanding of the brand and the marketplace and will lead Jaguar into the next phase.”
O’Driscoll was born in Coventry and has an MBA from the University of Warwick. He joined Jaguar Rover Triumph in 1975 as a business student and held various positions in Finance, Product Development and Marketing, prior to his appointment as Marketing and Product Planning manager for Jaguar Cars North America in 1987. In 1992 he was appointed General Sales manager for Jaguar in the United States, a position he held until 1995.
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By GlobalDataAfter four years with Ford and Lincoln Mercury, he returned to Jaguar in December 1999 as president of Jaguar North America and was named president of Aston Martin, Jaguar, Land Rover North America in September 2001.
Recognising Bibiana Boerio’s contribution during her three-year assignment as Jaguar MD, Polites said: “Bibie led the development of the plan to reposition the Jaguar brand. Our product, marketing and sales strategy is now clear, cohesive and consistent with Jaguar’s unique brand promise. Most importantly, Jaguar’s product line-up – especially the forthcoming new XF – deliver on the brand promise of creating beautiful, fast cars. Bibie will stay on to ensure a smooth transition for Mike and to help launch the XF at Frankfurt show. Everyone at Jaguar wishes her well for the future.”
Boerio rejoined Jaguar as Managing Director on July 5, 2004 after a year as director of finance and strategy for Ford Motor Company International Operations. Prior to this she was Ford Credit’s executive vice president and chief financial officer from October 2000 to March 2003.
From August 1995 to September 2000, she was the finance director for Jaguar. She also launched and served as the chair of Jaguar’s Women’s Product and Marketing Committee and was active in a number of community service organisations. Prior to initially joining Jaguar Boerio held a number of finance positions in Ford Motor Company, in the areas of product development, manufacturing, sales and corporate business planning. She also served as the Ford Division Northeast regional marketing manager.
Boerio continues as a member of the board of directors for Vista Maria, a non-profit organisation supporting high-risk girls in Dearborn, Mich. and has served as the Chair of the Coventry Business Group in support of the National Society for the Prevention of Cruelty to Children in the UK.
