L'Officiel : You have been with Jaguar Land Rover for 13 years now. How have you seen the brand evolve over the years in the MENA region?

Salman Sultan : JLR's journey in the MENA region has been remarkable and I have been fortunate to be a part of it for just over a decade. Over the past 13 years, I have witnessed the brand evolve from a legacy British marque into a leader in modern luxury, seamlessly blending heritage with innovation. Range Rover, Defender and Discovery have continued to cement their positions as the ultimate off-road and luxury SUV brand, while Jaguar has redefined itself with electrification and performance-driven modern luxury design.

The biggest shift has been in customer expectations—luxury today is about personalisation, sustainability, and a connected driving experience.

We’ve adapted by bringing the latest in EV technology, bespoke vehicle offerings, and pioneering customer experiences. The region has always appreciated refinement and capability, and our approach has been to align our products and storytelling with that evolving luxury landscape.

LO: What are the key challenges you face while strategizing PR to effectively engage the diverse markets across the MENA region?

SS: The MENA region is incredibly diverse and that is one of the beautiful traits of being a part of this region. What resonates with an audience in the UAE might not necessarily work in markets like Saudi Arabia or North Africa. The key challenge is crafting messaging that is both globally consistent and locally relevant to each one of our local regional markets.

Consumer behaviour differs significantly, as do media landscapes. Some markets rely heavily on digital engagement, while others still value traditional print and broadcast media.

Striking the right balance requires deep market insights, strong media relationships, and the ability to adapt global narratives to local cultural contexts. Additionally, the rise of social media and influencer marketing has shifted the way PR is done, making it imperative to be agile and proactive rather than reactive.

LO: You also have an interesting role as a Product Launch Manager. Tell us more about it.

SS: The Product Launch Manager role is one of the most exciting aspects of my job because it helps me be involved in the process of literally launching a new model or nameplate in the region. It’s not just about showcasing a car—it’s about working with my esteemed colleagues at the Regional Office in Dubai and our HQ in the UK to ensure the launch of any model goes as smoothly as possible. From retailer staff training to ensuring vehicle parts, accessories are available it is a role that allows me to coordinate within our team across all departments within the company and of course, when I put my PR hat on as well, this role allows me to curate stories in a way that resonates with the audience.

When combining both roles, as PR and Product Launch, I have to ensure with my colleagues that each launch is meticulously planned, from media test drives to digital campaigns, influencer collaborations, and high-profile experiential events.

As a team, our job is to ensure that every touchpoint—from the first announcement teaser to the moment a vehicle arrives and customer gets behind the wheel at our local dealerships - aligns with the brand’s positioning and values.

With the automotive industry rapidly shifting towards electrification, bespoke designs and materials, these launches now also serve to educate the market about the future of mobility.Our approach to launches has also changed from traditional motors stands to now exclusive and curated experiences for our discerning clientele.

LO: Can you share an example of a successful product launch you managed and the key factors that contributed to its success?

SS: One of the most memorable launches was the all-new Land Rover Defender in the MENA region in 2019. The Defender is an icon, and reinventing it for the modern era came with immense expectations.

I am honoured to have been part of the project from a very early stage. I had been in the company for less than 6 months when my manager back then offered me the opportunity to be a part of the team that will relaunch the brand. We crafted a multi-layered campaign that honored the vehicle’s legacy while positioning it as a cutting-edge SUV, a Defender of the modern times.

Right from the get-go in late 2019, when we revealed the car to the world at the Frankfurt Autoshow and the Dubai Internaitonal Motorshow, the Defender brand journey has been anything less than epic!

In the region, our launch included exclusive desert test drives for media, high-profile partnerships with adventurers and explorers, and a digital-first strategy that engaged audiences across platforms. The result? Exceptional media coverage, strong customer demand, and a renewed sense of loyalty from Defender enthusiasts. The key to its success was authenticity—staying true to the Defender’s DNA while making it relevant for today’s market.

LO: Jaguar Land Rover is a premium luxury brand. What strategies do you use to position JLR in that segment?

SS: At JLR, our Reimagine strategy is pivotal in redefining modern luxury through design and sustainability. This initiative focuses on co-creating with innovators, developing strategic collaborations, and unlocking electrification across our entire footprint.

In the MENA region, where the appreciation for luxury is profound, we emphasize in delivering vehicles that embody sophistication, advanced technology, and environmental responsibility. By integrating cutting-edge electrification technologies and sustainable practices, we cater to the evolving preferences of our discerning clientele, ensuring that our vehicles not only meet but exceed the expectations of modern luxury.

LO: In recent years, Jaguar Land Rover has taken an aggressive approach with its Bespoke products. How has the response been to the Bespoke category in the MENA region?

SS: The MENA region has shown a strong affinity for bespoke luxury, valuing individuality and exclusivity. Our teams at Special Vehicle Operations (SV) focuses on delivering halo vehicles, bespoke commissions, heritage products, and branded merchandise, allowing our clients to tailor vehicles to their unique tastes and preferences.

This emphasis on personalisation aligns seamlessly with our Reimagine strategy, which seeks to create vehicles that are not only luxurious but also reflective of our clients’ identities. The enthusiastic response to our bespoke services in the MENA region underscores the importance of offering tailored experiences in the luxury market, and we continue to invest in expanding these capabilities to meet and exceed our customers’ expectations.