In a revealing conversation, Steve Kenchington, recently appointed as the CEO of the Giltrap Group, shared his vision for navigating the evolving automotive industry. The discussion touched on transformative trends, electric vehicle (EV) adoption, and the company’s plans to solidify its position in the luxury vehicle market while addressing market challenges brought on by rapid industry shifts.
A new era of focus
Kenchington emphasised a clear strategic pivot for Giltrap Group, prioritising differentiation within the burgeoning premium EV market. As competition in the EV sector continues to intensify, especially in the high-end range, Kenchington noted that the group aims to pivot into niche segments, focusing on innovation while ensuring profitability over mass production systems. “It’s that old scenario: don’t chase volume for vanity; chase profit for sanity,” he remarked, highlighting the importance of sustainable, smaller-scale operations that prioritise quality and exclusivity.
The strategy includes the reimagining of Jaguar as a super-luxury brand to stand apart from competitors, and Land Rover, a decision influenced by the saturation of the premium EV market. “They’re playing to their strengths in luxury vehicles, creating something that diverges from the traditional Land Rover path,” he explained.
Adapting to connect with shifting markets
One key area of focus is Jaguar’s repositioning within the Giltrap Group’s portfolio. With its pivot towards electrification and high luxury, questions linger on retaining its existing customer base while catering to new markets. Kenchington acknowledged the challenge: “You’re always going to have people who want to stick to the past, but the goal is to embrace current customers while bringing new audiences along for the journey.”
He admitted that some customers may resist changes, but the company seeks to highlight Jaguar’s vision as an exciting and forward-looking brand. By maintaining traditional values (design, performance, and aspiration) while adapting for the future, the goal is to position the brand as an appealing choice in the electrified luxury vehicle segment.
Challenges in regional adoption
of EVs
Kenchington outlined challenges unique to the South Island, noting slower EV adoption due to infrastructure barriers and customer preferences. “The environment in the South Island presents clear hurdles, but it also provides opportunities to test adaptable strategies,” he explained. The Giltrap Group recognises the importance of tailoring offerings to regional markets to ensure adoption aligns with infrastructure and demand.
The future: excitement for luxury
and innovation
Kenchington described upcoming milestones, including the launch of new Range Rover models that promise unparalleled performance. The Range Rover has been “late to the party” in some aspects, Kenchington admitted, but he stressed that the delay allowed Jaguar/Land Rover to perfect its luxury EV capabilities. The focus now is on delivering world-class vehicles that perform “as well off-road as they do on-road” despite the added challenges of EV-specific weight differentials.
Additionally, Kenchington highlighted the opportunities presented by limited-release models. Vehicles such as the specially-designed $550,000 models, which cater to ultra-niche audiences globally, remain pivotal to Giltrap’s strategy. “These milestones are essential for reinforcing the exclusivity of what we do,” he remarked, adding that these vehicles often generate immense interest and sell out quickly.
Strategic evolution and collaboration
Part of Kenchington’s approach involves fostering relationships with retail partners and customers. Acknowledging the growing complexity of the automotive industry, he underscored the importance of collaboration: “We’re identifying our best relationships and ensuring they’re cared for because the automotive luxury market thrives on trust and personalised engagement.”
Amid a changing landscape, Kenchington’s leadership direction reflects
a thoughtful balance: embracing electrification and luxury innovation while respecting the heritage of iconic brands. This nuanced, regionally-sensitive approach positions the Giltrap Group as a forward-thinking force redefining automotive luxury in New Zealand and beyond. The next chapter is going to be fun.
