Former Renault CEO Thierry Bolloré becomes the top boss of Jaguar Land Rover.
The British subsidiary of the Indian Tata Motors was looking for a replacement for Ralf Speth who will retire in September.
Speth will remain with Jaguar Land Rover as a non-executive vice-chairman, a role similar to that of a commissioner.
Bolloré was at the helm of Renault for less than a year. He succeeded Carlos Ghosn who was arrested in Japan on suspicion of fraud in early 2019 but had to leave at the end of that year because he was seen as too Ghosn-faithful by partner Nissan.
Jaguar Land Rover is struggling amid a downturn in car sales due to the corona pandemic.
The uncertainties surrounding Brexit, strict emissions regulations that Jaguar’s sports cars and Land Rover’s off-road vehicles do not all meet, and a decrease in demand in the critical Chinese market had previously bothered the British.