FIVE QUESTIONS WITH...

David Pryor, Jaguar North America's New Brand Vice President

Consummate car enthusiast and all‑round “car guy", David Pryor, joins Jaguar North America, taking on the responsibility for marketing communications and product planning for Jaguar in the U.S. David previously spent 13 years with Porsche Cars North America where he was most recently Vice President and Chief Marketing Officer.

1. What was your first car?

It was a 1984 Chrysler Laser when I was in high school. I always had a passion for racing – my dad used to race a Corvair and I had a Honda Prelude that I raced in the Sports Car Club of America. It had a full roll‑cage and race exhaust. I’d just peel off the magnetic race numbers and drive it to work. People knew what time I got in as it would set off alarms going into the parking garage.

2. Are you still racing?

I haven't for a while, but last October I got to drive in the Porsche Cayman Interseries with my good friend Hurley Heywood where we finished third. It was a great experience and the thrill of standing on the podium alongside Hurley is something I will never forget.

3. After thirteen years with Porsche, why the switch to Jaguar?

I think there is an opportunity at Jaguar right now that is truly unique. The company is making a real investment in product, making investments in people and has a clear vision to increase the brand’s iconic status. There’s also an enthusiasm here; a real energy. It almost feels like a start‑up in many ways; a start‑up with great assets like a strong product line‑up, great design and a powerful brand identity.

4. Can you explain what you're new role with Jaguar will entail?

My role will be to raise the profile of this iconic brand. Jaguar already has a terrific product line‑up with the new XJ and the updated 2012 XK and XF. The cars offer state‑of‑the‑art technology, seductive design and are fantastic to drive. We have the building blocks. Now it’s time to take the next step.

5. What has been the biggest surprise in your new position so far?

The new Jaguar XJ. At Porsche, I loved my Panamera. Thought it was the best, but when I got into the new XJ – literally on my first day with Jaguar – it absolutely blew me away. It has a lightness and an agility that makes it a joy to drive. The design of both the exterior and the cabin is beyond gorgeous. It can absolutely compete with any luxury car out there, no question.