It's a strategy he believes will win greater showroom success for both brands. “Premium brands can command premium returns if the cost base is established at the right level, the quality is right and the products are perceived at the right level. That's my ambition for this company,” says Greenwell, who replaces retiring president Bob Dover.
Speaking exclusively to AM on the first day behind his desk, Greenwell says he intends to follow through the “rigorous processes” that have been introduced as part of moves to boost profits at Jaguar and Land Rover and reverse losses at parent company Ford.
“No company engaged in the motor industry is without its challenges, but our strategy is to achieve a satisfactory return. Longer term, I want us to achieve an above-average return on sales, and that's a language that is understood by everyone in the company,” he says.
“All consumer business groups in Ford need to achieve improvements that add up to an aggregate $7bn (£4.2bn) pre-tax profit by the middle of the decade, so we're very focused on the drive to become more efficient. It is relentless and a constant mantra.”
Formerly vice president of marketing and operations for Ford in North America, Greenwell forecasts greater cost efficiency in future through engineering synergies between Jaguar and Land Rover.
“Intelligent synergies are a key element of our plan for the future, but we'll never do anything that fundamentally compromises either brand,” he adds.