LONDON -- Jaguar Land Rover has hired a veteran from technology company Dyson to help strengthen the automaker's shift toward electromobility and advanced technology.
Lennard Hoornik, Dyson's chief commercial officer, is taking the same role at Jaguar Land Rover, the UK automaker said in a statement on Monday.
Hoornik "is a hugely experienced leader in bringing products to market in exciting new ways,” Jaguar Land Rover CEO Thierry Bollore said in the statement. "Innovation has been a key thread in his career, making him perfectly placed to realize the potential of our Reimagine strategy," he said.
Hoornik will oversee all sales and marketing functions for Jaguar and Land Rover, starting immediately. He replaces former Porsche executive Felix Bräutigam, who left JLR in June after three and half years at the company.
Hoornik spent eight years at Dyson, best known for its premium domestic products such as vacuum cleaners, after joining from Taiwanese electronics company HTC. Prior to that he worked at Sony Ericsson, rising to the company’s global head of marketing.
Bollore, the former CEO of Renault Group who took on the same role at JLR last September, has begun a significant overhaul at the UK automaker, including switching Jaguar to an all-electric brand by 2025 and focusing on building fewer but more exclusive cars.