FIVE QUESTIONS WITH...

Kim McCullough, Land Rover North America's New Brand Vice President

Back in the late ’90s, McCullough was part of the pioneering team that helped to build the Land Rover brand in the U.S. Moving to California, she went on to hold senior marketing positions with Nissan, Toyota and most recently Lexus. Kim has recently re‑joined Land Rover North America, taking over the responsibility for marketing communications and product planning.

1. Your new job is all about 4x4s, but tell us about your passion for another type of automobile?

To me, a perfect garage is one with a capable luxury SUV and a bunch of classic race cars. My husband and I are both big fans of vintage racing. We have several old Lotus sports cars – a 1956 Lotus Eleven, a 1960 Lotus 18 and a pretty well‑known 1962 23 B that raced in the Far East. We also have a lovely 1970 Renault Alpine A110 rally car, and I still have my Lotus Elise for fun. Ages ago, I used to race Miatas in the Sports Car Club of America. One day I’ll get back out there.

2. Tell us about your first stint with Land Rover?

That was a special time. I joined Land Rover in 1997 when the company was based in Maryland. Charlie Hughes was president and Jim Selwa was VP of marketing. I was the Discovery model manager and got to launch the Discovery 2 and do marking communications. I am thrilled that the brand has become so ingrained in American luxury culture in the years since.

3. So how do you see Land Rover today?

There is this tremendous energy about Jaguar Land Rover North America as a company and Land Rover as a brand right now. The company is on a roll with the success of Range Rover, Range Rover Sport, and LR4 and the brand is poised for success with the new Range Rover Evoque. But, even more important than sales volume, Jaguar Land Rover is a profitable company and that is critical. This profitability gives you the resources to grow. I just heard an amazing statistic that Jaguar Land Rover is in the process of hiring 1,000 new engineers in the UK. That’s impressive.

4. You plan to launch the new Range Rover Evoque later this year. How big of a challenge is that?

Launching the new Range Rover Evoque will be an exciting time for the company. The Range Rover Evoque represents a completely new market for Land Rover, with an expected 90% of buyers being conquests from other brands. The pre‑launch has included an amazing array of unique global activities, including the recent Range Rover Evoque wireframe display in New York City’s Grand Central Terminal. The launch of the new model will be pivotal, as we will reach out to a new generation of buyers with contemporary and intriguing marketing communications plans.

5. How’s the future looking?

It really is the prospect of what’s ahead that is so exciting and motivating. It’s not just Range Rover Evoque; it’s what comes the year after that and the year after that and the year after that. As Jaguar Land Rover CEO, Dr. Ralf Speth said at the New York Auto Show, the Range Rover Evoque is only the beginning of a major new Jaguar Land Rover vehicle offensive that will see 40 significant new product actions introduced over the next five years. It is quite breathtaking to see what Land Rover has in the product pipeline.