Jaguar Land Rover: When the Standard Is to Keep Getting Better

Jaguar Land Rover’s official representative in Bulgaria, operating under the Moto-Pfohe umbrella, has chosen to support BESCO Hall of Fame 2026.

Past

Jaguar Land Rover has been part of the Moto-Pfohe family since the automotive company was founded 35 years ago.

The British brand’s first official representative office in Bulgaria opened its doors in Sofia in 2018. Even eight years ago, it stood out with an impressive selection of vehicles, a modern facility and a dedicated team.

The Jaguar Land Rover team says that, throughout all these years, their greatest ally has been the customer, with their trust and their choice. Customers set the bar for the team and push them to keep improving.

“The automotive business is often measured in sales and market share, but behind every number stands a person who chose to trust us. That trust is the most valuable asset a company can have.” – Volen Chinkov, Brand Director of Jaguar Land Rover Bulgaria

Present

Jaguar Land Rover earns its customers’ trust through its company culture, a combination of professionalism, high standards and respect for people. The team describes its working environment as one where the ambition to get better every day goes hand in hand with the responsibility to achieve it together.

They are driven by challenge, competition and pressure. For them, success is not a final destination but a stepping stone to further growth, and they believe passion is the secret ingredient.

“You can’t be among the best if you simply ‘do your job’. You have to care. You have to want more. You need that inner voice that, after every success, says: ‘Good. Now let’s see what else we are capable of.’” – Volen Chinkov, Brand Director of Jaguar Land Rover Bulgaria

Yet the team says its greatest achievement is not tied to any particular activity or result, but to the mark it has left on the people it has worked with.

“If I have managed to pass on to someone the ambition to set higher standards for themselves, the courage to take responsibility, and the conviction that good business is built on integrity and respect for people, I would consider that the most valuable legacy.” – Volen Chinkov, Brand Director of Jaguar Land Rover Bulgaria.

Future

But how do you build the future of a global brand in Bulgaria? By remembering its history, respecting its heritage and striving for modernization without losing its identity.

Volen Chinkov says that he and his team constantly aim to raise the bar and step out of their comfort zone.

“The market is changing, technology is changing, customers are changing, but the pursuit of quality must never change.” – Volen Chinkov, Brand Director of Jaguar Land Rover Bulgaria

Jaguar Land Rover’s story in Bulgaria continues to be written with an eye on the future, and with a clear understanding that behind every next stage stand the people, the trust and the standards built over many years. Behind the drive to reach the next level remains one constant goal: to live up to the trust their customers place in them.