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FIVE QUESTIONS WITH...

17 October 2011

Natascha Wolber, National Events Manager, Jaguar Land Rover North America 

 

1) This is a new position within Jaguar Land Rover. What does the job involve?

 

It’s all about experiential marketing and the customer experience. It’s creating innovative, exciting opportunities for consumers to engage with our two brands. That can include everything from lifestyle events, ride and drives, auto shows and partnerships with other like‑minded brands.

 

2) What’s your background?

 

I was born and raised in Germany, in a town just outside Dusseldorf. I came to the United States 18 years ago to study. After grad school, I went straight into the automotive industry. I had four years with BMW, then 12 with Mercedes‑Benz, mostly in event management. I love this business.

 

3) What do you see as your biggest challenge?

 

Getting Jaguar on the radar screens of more luxury car buyers and increasing awareness of our brand. What I’m already discovering is that when we have the opportunity to put people into our cars, get them behind the wheel to experience Jaguar's performance and luxury; we can turn them into enthusiasts. I feel we have a huge opportunity here on the events side. It’s why key future Jaguar customer events will always involve a driving element.

 

4) Do you see opportunities to combine Jaguar and Land Rover events?

 

That’s already happening. At the Pebble Beach Concours d’Elegance automotive weekend in August, both Jaguar and Land Rover had a major presence ‑ Jaguar celebrating the 50th anniversary of the E‑type, and Land Rover introducing the all‑new Range Rover Evoque. We had hugely‑successful test‑drive programs for both brands.

 

5) Tell us something we don’t know about Natascha Wolber.

 

I am a passionate and adventurous traveler and a huge fan of the African continent, culture, its wildlife and people. I've been particularly fascinated with gorillas and last year enjoyed my first gorilla trek in Virunga National Park in Ruanda. It was a remarkable and humbling experience. I’ve also spent time in Kenya and Tanzania.