one of the much criticism directed at Jaguar in the Firestorm caused by its rebranding. last month was that although it revealed a new logo and a short film of eight conspicuously diverse models dressed in bright couture emerging from a yellow escalator into a lilac lunar landscape, there wasn’t even a hint of a car.
Despite being busy preparing for government, Elon Musk found time to reply to jaguar at X, combatively asking: “Do you sell cars?”
Well, after the news leaked today, Jaguar has officially revealed the first car of its new all-electric era at Art Miami, but it will be worrying if global interest in this hitherto struggling niche British brand has dried up. for the fight over the alleged “wake up” of his reinvention, the resulting barrage of “vile hate and intolerance” online aimed at both the campaign and, deplorably, Jaguar staff, and its apparent abandonment of almost every aspect of its 90-year history, including its aging, traditionalist customer base.
According to Jaguar CEO Rawdon Glover, customers of the new electric vehicles will be younger, more affluent, urban, independent-minded, creative and eager to “carve their own path.” Tellingly, Glover adds that the brand “needs to build a relationship with an almost entirely new customer base.”
It would be a shame to dial the anger and lose the car, because whatever you think of the Type 00 (let’s say “zero-zero”), it complies with the brief given by JLR creative director Gerry McGovern four years ago to four teams. of competing designs. : produce something not only different from any Jaguar before it, but also different from anything else on the road.