by Jaguar boss defends rebrand after backlash
The scale of the reaction last month to Jaguar’s 30-second teaser trailer, which featured a group of brightly dressed models but no actual cars, was quite exaggerated.
The ads came with the slogan “Don’t copy anything,” a reference to Jaguar’s founder William Lyonwhile marking a decisive break from the company’s past as an old-fashioned luxury brand.
If it was intended to attract attention, it certainly succeeded; critics included Elon Musk and Nigel Farage.
But today, Jaguar is keen to focus on its plan to be “bold and disruptive” with its new electric car and redesign, which was announced last night in Miami.
Director Rawdon Glover told Sky News:
“We have certainly received a lot of attention in recent weeks, but now I think it is very important to talk about the vehicle.”
If Glover points out that few car launches receive the same level of attention, and adds that the sector is at a crucial point:
We must ensure that Jaguar is relevant, desirable and future-proof for the next ninety years of its history.
“Right now the industry is experiencing massive disruption: technology is changing, while we all figure out what an electrified world means for our brand.
“At Jaguar we have looked at that and we think we need to make a very bold step forward. But actually the step we are going to take completely fits in with the ethos of the brand.”
Glover was also pressed about the opposition to that ad, insisting:
“We absolutely do not want to alienate our loyal fans.
“On the contrary, we want to take as many of our current fans as possible on that journey… We also need to appeal to new audiences. That is what we have to do.”
Important events
Professor Gerry McGovern, head of Jaguar’s creative department, said in Miami last night that the new brand was “influenced by a desire to recapture the essence of Jaguar’s original creative beliefs”.
PA media reports:
“Some will love it now, some will love it later and some may never love it. That’s what fearless creativity does,” he said, naming David Bowie, Vivienne Westwood and architect Richard Rogers as some of his creative heroes.
“They were British pioneers who challenged convention and had no desire to copy the norm.
“Controversy has always surrounded British creativity when it was at its best.”
Design work on the new Jag includes laser etching of the Jaguar logo into copper blocks on each side of the car.
You enter the vehicle through two “butterfly doors”; inside there are three hand-finished copper lines that run the length of the interior. One, in the center, splits a pair of floating instrument panels.
The ‘floating’ front seats are finished with a wool blend that is also used on the floor and other places.
Photos: the new Jag concept car
Here are more photos of the Type 00 concept car from Miami during the night:
Adrian Mardell, JLRs CEO, promises ‘spectacular’ results from Jaguar’s new squad, saying:
The magic of Jaguar is close to my heart: an original British luxury brand unparalleled in heritage, artistry and emotional appeal.
That is the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E-type. Our journey is already underway, guided by our original ethos of not copying anything – and the results will be spectacular.”
Jaguar boss defends rebrand after backlash
The scale of the reaction last month to Jaguar’s 30-second teaser trailer, which featured a group of brightly dressed models but no actual cars, was quite exaggerated.
The ads came with the slogan “Don’t copy anything,” a reference to Jaguar’s founder William Lyonwhile marking a decisive break from the company’s past as an old-fashioned luxury brand.
If it was intended to attract attention, it certainly succeeded; critics included Elon Musk and Nigel Farage.
But today, Jaguar is keen to focus on its plan to be “bold and disruptive” with its new electric car and redesign, which was announced last night in Miami.
Director Rawdon Glover told Sky News:
“We have certainly received a lot of attention in recent weeks, but now I think it is very important to talk about the vehicle.”
If Glover points out that few car launches receive the same level of attention, and adds that the sector is at a crucial point:
We must ensure that Jaguar is relevant, desirable and future-proof for the next ninety years of its history.
“Right now, the industry is experiencing massive disruption: technology is changing, while we all figure out what an electrified world means for our brand.
“At Jaguar we have looked at that and we think we need to make a very bold step forward. But actually the step we are going to take completely fits in with the ethos of the brand.”
Glover was also pressed about the opposition to that ad, insisting:
“We absolutely do not want to alienate our loyal fans.
“On the contrary, we want to take as many of our current fans as possible on that journey… We also need to appeal to new audiences. That is what we have to do.”
Introduction: Jaguar Type 00 unveiled in Miami
Good morning, and welcome to our in-depth coverage of business, financial markets and the global economy.
“There is only one thing in the world worse than being talked about, and that is not being talked about,” as Oscar Wilde reminded us. And carmaker Jaguar has avoided the latter fate ahead of unveiling its vision for its new electric car.
After an advertising campaign that led to accusations that Jaguar was abruptly dumping its old followers, it has now unveiled its electric Type 00 model at Miami Art Week in Florida.
Described as a ‘design vision concept’, Jaguar says the model is ‘a concept with bold shapes and exuberant proportions to inspire future Jaguars’.
It is shown in two colours, Miami Pink and London Blue, and features a long hood, 23-inch alloy wheels and a glassless tailgate. That means you can’t see out the rear window and must instead use rearview cameras installed near the front wheel.
But this is just the first step.
Jaguar’s first production car under this new strategy will be an electric four-door GT, which will be unveiled late next year.
This new model will achieve a range of up to 770 km/478 miles. under the Worldwide Harmonized Light Vehicle Test Procedure testing system, while fast charging in 15 minutes provides an additional 200 miles of charging time.
Jaguars head creative director, professor Gerry McGovern OBE, say:
Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of courageous, unconstrained creative thinking and unwavering determination.
It’s our first physical manifestation and the foundation stone for a new Jaguar family that will look unlike anything you’ve ever seen. A vision that strives for the highest level of artistic endeavor.
The agenda
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8.25am GMT: FT Banking Summit in London, including NatWest CEO Paul Thwaite, Barclays CEO CS Venkatakrisnan and former Bank of England deputy governor Sir Jon Cunliffe
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0945 GMT: Treasury Committee hearing on the FCA’s work
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3:00 PM GMT: US JOLTS vacancy survey
