What drives Jaguar Land Rover

Group Engineering Director, Bob Joyce, reveals how his company's own-and the auto industry's-overarching strategic engineering and business priorities can be met now and in the future.

The future of the European motor industry is teetering on the edge of a complex dilemma as it moves into a new era that is expected to bring unprecedented change. The question it faces is whether advancing technology will drive business or will business drive technology?

A possible answer to that question may be wrapped up in Jaguar's extreme C-X75 supercar project, believes Bob Joyce, Group Engineering Director for Jaguar Land Rover (JLR).