Classic Programme
The Brief
JLR Classic needed to extend its world-renowned heritage offer—previously limited to Classic Works (UK) and Essen (Germany)—into selected retailers worldwide. The objective was to provide ultra-high-net-worth clients with access to Classic vehicles, parts, services, and experiences through their trusted retailer, underpinned by a clear business case and a premium customer journey.
Reporting directly to the Managing Director of JLR Classic, Simon Knocker led the development and production of the JLR Classic Retailer Programme Pack. He:
Orchestrated delivery across product, sales, aftersales, marketing, CRM, and design teams.
Challenged stakeholders to think strategically about the proposition.
Defined and documented the customer journey in line with Modern Luxury principles.
Consolidated fragmented inputs into a clear, actionable programme.
Ensured the pack was ready for retailer activation and aligned with global rollout ambitions.
Approach
The goal was to give ultra-high-net-worth clients access to Classic vehicles, parts, services, and experiences via their trusted retailers. Simon Knocker, reporting directly to the Managing Director of JLR Classic, led the development of the Retailer Programme Pack, which became the blueprint for global rollout.
- Programme Leadership: Coordinated delivery across product, sales, aftersales, CRM, marketing, and design.
Strategic Alignment: Challenged stakeholders to think beyond tactical inputs, shaping a coherent, phased proposition.
- Customer Journey Definition: Documented and refined an end-to-end journey consistent with Modern Luxury principles.
- Consolidation & Delivery: Transformed fragmented inputs into a clear, actionable framework, ensuring readiness for retailer activation and Steering Board review.
Tools
Programme Management
Planning
Risk, assumptions, issues and dependency management
Stakeholder management
Reporting
Outcome
The goal was to give ultra-high-net-worth clients access to Classic vehicles, parts, services, and experiences via their trusted retailers. Simon Knocker, reporting directly to the Managing Director of JLR Classic, led the development of the Retailer Programme Pack, which became the blueprint for global rollout.
The outcome was a retailer differentiation: Positioned select retailers as gateways to JLR’s heritage.
New Revenue Streams: Referral fees for Classic vehicle sales, SMR commissions, parts margins, and future authentication services.
Client Engagement: Enabled retailers to use Classic vehicles as conversation starters, generating advocacy and incremental sales of both Classic and modern models.
Brand Provenance: Reinforced Jaguar and Land Rover heritage as a cornerstone of the House of Brands strategy.
Delviered on time.
Client
Luxury Brand, Classic Cars
When
2025
