One of many criticisms of Jaguar in rebranding firestorm last month was that a fresh one was revealed logotype ia short video of eight distinctly diverse models dressed in vivid outfits emerging from a yellow escalator into a lilac lunar landscape, didn’t even allude to a car.
Even though he was busy preparing to take over the government position, Elon Musk found time for it reply Jaguar on X, belligerently asking, “Do you sell cars?”
Well, after the news leaked today, Jaguar officially unveiled the first car of its fresh all-electric era at Art Miami, but it will be worrying that the world’s interest in this niche, previously struggling British brand has been drained by the wrangling over alleged “awakening” of its reinvention, which resulted in an avalanche of “vile hatred and intolerance” online, targeting both the campaign and, regrettably, Jaguar staff, and an apparent abandonment of almost every aspect of its 90-year history, including its aging, traditionalist customer base.
According to Rawdon Glover, Jaguar’s managing director, the customers for the new electric vehicles will be younger, more affluent, urban, independent-thinking, creative and willing to “carve their own path.” Significantly, Glover adds that the brand “needs to build relationships with an almost entirely fresh customer base.”
It would be a shame to raise the ire and miss the car, because regardless of what you think of the Type 00 (say “zero-zero”), it meets the brief given four years ago by JLR original director Gerry McGovern to the four competing design teams: produce something not only different from any previous Jaguar, but also different from anything else on the road.