Peter Wilson

President Jaguar Land Rover South Orlando

Peter Wilson and his team proudly opened the doors of their brand new, state-of-the-art Jaguar Land Rover dealership in South Orlando. Formerly Jaguar Orlando, the Land Rover brand is now the newest member of the Orlando Premier Collection of automotive brands, which also features Aston Martin, Lotus of Orlando, Orlando Infiniti, Sanford Infiniti, and Moke America Orlando. 

Peter Wilson has spent his entire career in retail automotive, always specializing in luxury brands. During his automotive career in England, Peter often wondered how his approach to business would translate in the United States, or as he saw it, the largest retail automobile market in the world. He was fascinated by the immense differences in dealership volumes and was keen to learn how this was brought about in America, as it was a far cry from anything taking place in England at the time. So after a years’ worth of planning, in March of 1989, he moved his entire family to Orlando Florida, accompanied by a tired tan-colored briefcase and an eagerness to get this new chapter started. Soon after arriving in the United States, Peter set off to interview several dealerships. Within three weeks, he secured a position and hasn’t looked back since.

Fast forward 32 years. Peter now oversees a luxury collection of automotive dealerships honed from his passionate commitment to providing each and every guest with the finest personal service. With over 180 team members in his organization, and growing, each associate undergoes a lengthy orientation briefing as to the company’s behavioral philosophy, together with ongoing training designed to assist each associate to perform, and deliver the company’s best practices, because selling and servicing luxury vehicles was never the primary mission. Theirs was always the customer experience, the essential element to facilitate both customer retention and loyalty. Do that, and the sales will follow. 

 As a customer himself, outside of his organization, he found that many companies often claimed to provide great customer service, but most have never defined what great service actually was. At the Orlando Premier Collection of dealerships, each and every associate is awarded a Credo card which they keep with them at all times. This card actually defines what great service is from their perspective and serves as a roadmap to energize every facet of their service culture. There is no ambiguity nor confusion with the expectations, just a clear path for every associate to exceed their customers’ expectations every time. Customer service building blocks, each laid one at a time. 

 And so to their new endeavor, Jaguar Land Rover South Orlando. The ladies and gentlemen of this new state-of-the-art facility are proud to open the doors of their new dealership and will be honored to receive you today, and in the years to come.

32 years on, another new luxury dealership, he still has the same old briefcase.