UNLEASHING the engineering potential of Worcestershire will be the main aim of the new chairman of the West Midlands Manufacturing Consortium (WMMC).

John Russell, who has held senior positions at Manganese Bronze, Harley Davidson and Land Rover, believes county companies have a unique chance to take advantage of favourable exchange rates, a desire to buy British and unrivalled investment in automotive, aerospace, medical and renewables.

The former electrical engineering graduate is keen to help create the right climate for growth by ensuring manufacturers receive the specialist assistance they need to expand and create jobs.

And he is determined to harness the innovation and entrepreneurship of Worcestershire firms by strengthening thriving relationships between industry and academia so new technologies can be commercialised.

“Manufacturers aren’t looking for hand-outs, they are just looking for help with key issues that are holding them back.

“This is where I believe we can make a real difference,” said Mr Russell, who played a key marketing role in the launch of the iconic Land Rover Discovery.

“WMMC’s main role is to deliver the manufacturing advisory service in the West Midlands, north west and the north east and we’re currently supporting more than 4,000 companies every year.

“We’ve got 25 advisers delivering strategic assistance on the ground and this ranges from help with efficiency improvements to sales and marketing support and guidance with longer-term strategy.

“This is having a real impact and we believe that millions have been added to the three regional economies as a result of this kind of support.”

Lorraine Holmes, WMMC chief executive, said: “We are delighted to have John Russell on board. His experience in industrial roles across the world, combined with his spell as chairman of CBI West Midlands, make him the perfect individual to take us forward.”