David Vance SubstackRead More
I remember some year ago buying one of the (then) brand new F type Jaguars and I really liked it. The Jaguar car brand has a proud and distinguished past but now that is about to shudder to a complete halt, an emergency stop as it were..
Here is their brand new Ad. Watch it.
Yes, it is REAL and it’s really that woke.
This new overhaul of Jaguar coincides with it’s stated mission to go EV only.
Jaguar has ditched its teeth-baring big cat logo as part of a radical electric rebrand that it concedes won’t appeal to the majority of its traditional customers.
The ‘growler’ logo, the universally-recognised snarling Jaguar head badge used for decades on the grilles and bonnets of iconic cars including the E-Type, has fallen victim to a revamping of the firm’s style and identity as it seeks out younger, wealthier and more diverse customers for its next generation of expensive EVs.
Its leaping Jaguar emblem will remain, but in a very modified form as the car maker embarks on ambitious and daring plans to become an electric-only luxury brand over the next 12 months.
During a roundtable to discuss the company’s new EV-only direction, bosses said there is ‘no Plan B’, insisting the firm has to be ‘fearless’ and to challenge convention in order to survive.
By dumping petrol and diesel engines four years ahead of the Government’s deadline and relaunching Jaguar with a new image, bosses say they expect to retain just 15 per cent of the marque’s existing customers.
Executives added that they are starting from ‘a clean sheet’ to reinvent the company because most of its future customers, it argues, don’t even know about current Jaguar or its rich heritage. Stunning and brave.
So in summary. Jaguar is going all out on EV, changing its image and planning to lose 85% of its current customer base in the process. That sounds like a fab plan! Jaguar, of course, is part of the TATA empire since 2008 so let’s check out how it’s share price is performing
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