One of the Much of the criticism leveled at Jaguar during the firestorm sparked by its rebrand last month was that while it unveiled a new logo and a short film of eight strikingly diverse models dressed in bright couture emerging from a yellow escalator to a lilac moonscape, but that this was not the case. even a reference to a car.
Despite being busy preparing for the government, Elon Musk found time to reply to Jaguar X, with the combative question: “Do you sell cars?”
Well, after the news leaked earlier today, Jaguar has now officially unveiled the first car of its new all-electric era at Art Miami, but it will be worrying that the world's interest in this niche, hitherto struggling British brand has been exhausted by the row over the supposed 'wokeness' of its reinvention, the resulting barrage of 'vile hatred and bigotry' online directed at both the campaign and, regrettably, Jaguar staff, and the apparent abandonment of nearly every aspect of its 90-year history, including its aging, traditionalist customer base.
According to Rawdon Glover, managing director at Jaguar, customers of the new electric cars will be younger, more affluent, more urban, more independent, more creative and will want to 'chart 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 underline the anger and miss the car, because whatever you think of the Type 00 (say 'zero-zero'), it fulfills the brief that JLR's chief creative officer Gerry McGovern gave four years ago to four competing design teams. : to produce something that is not only unlike any previous Jaguar, but also unlike anything else on the road.
