One of many many criticisms leveled at Jaguar within the firestorm ignited by its rebrand final month was that whereas it revealed a brand new logotype and a short film of eight conspicuously various fashions clad in shiny couture rising from a yellow escalator right into a lilac lunar panorama, it didn’t even trace at a automobile.
Regardless of being busy preparing for government, Elon Musk discovered time to reply to Jaguar on X, combatively asking: “Do you promote automobiles?”
Nicely, after the news leaked earlier right now, Jaguar has now formally revealed the primary automobile of its new full-electric period at Artwork Miami, however it will likely be worrying that the world’s curiosity on this area of interest, hitherto struggling British model has been exhausted by the row over the supposed “wokeness” of its reinvention, the ensuing barrage of “vile hatred and intolerance” on-line directed at each the marketing campaign and, deplorably, Jaguar employees, and its obvious abandonment of virtually each side of its 90-year historical past, together with its getting old, traditionalist shopper base.
In response to Rawdon Glover, managing director at Jaguar, clients for the brand new EVs might be youthful, extra prosperous, city, independently minded, artistic, and wishing to “carve their very own path.” Tellingly, Glover provides that the model “must construct a relationship with nearly a completely new shopper base.”
To mark the ire and miss the automobile can be a disgrace, as a result of no matter you consider Kind 00 (say “zero-zero”), it delivers on the transient given by JLR’s chief artistic officer Gerry McGovern 4 years in the past to 4 competing design groups: to supply one thing not solely in contrast to any earlier Jaguar, however in contrast to anything on the highway.
