Pretoria, South Africa – 15 January 2025: Jaguar Land Rover Classic, the celebrated custodian of two of the world’s most iconic automotive brands, has announced Dominic Elms as its new Director. With over a decade of experience at Jaguar Land Rover (JLR) and 18 years in the automotive industry, Elms steps into the leadership role at a pivotal time, as the Coventry-based division accelerates its ambitious trajectory.
A Vision Rooted in Passion and Expertise
Elms, a lifelong enthusiast of Jaguars and Land Rovers, brings a unique blend of professional acumen and personal passion to his new role. His career at JLR has spanned global retail and operations leadership, equipping him with the strategic insight and experience to elevate Jaguar Land Rover Classic’s standing in the industry.
“Taking on this role at Jaguar Land Rover Classic is a thrill and an honour,” Elms stated. “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 globally.”
Enhancing the Legacy of Jaguar Land Rover Classic
Under Elms’ leadership, Jaguar Land Rover Classic aims to further its mission of preserving and celebrating the rich history of these legendary brands. The division has already established itself as a beacon of authenticity, craftsmanship, and innovation, offering clients unparalleled experiences and products.
Recent standout projects include:
- Land Rover Defender V8 Works Bespoke Programme: A commissioning service that epitomizes personalization, allowing clients to create truly one-of-a-kind Defenders that blend iconic design with modern luxury.
- Jaguar E-Type Series I Works Bespoke Restorations: Two hand-built masterpieces that reimagine the classic E-Type, celebrating its timeless allure with cutting-edge craftsmanship and unparalleled attention to detail.
These initiatives showcase Jaguar Land Rover Classic’s commitment to delivering exceptional offerings that resonate with discerning clients and collectors worldwide.
Driving Global Expansion and Authenticity
As the new director, Elms is set to expand Jaguar Land Rover Classic’s reach and influence, bringing the unparalleled heritage and authenticity of these brands to a broader audience. His vision emphasizes the unique value of JLR Classic’s offerings, underpinned by the genuine “stamp of approval” that only the original manufacturer can provide.
With Elms at the helm, Jaguar Land Rover Classic enters an exciting new chapter, poised to captivate the automotive world with its dedication to preserving and reimagining the vehicles that have defined generations.
For more information about Jaguar Land Rover Classic and its latest ventures, visit www.jaguarlandroverclassic.com.
