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 brilliant couture rising from a yellow escalator right into a lilac lunar panorama, it didn’t even trace at a automotive.
Regardless of being busy preparing for government, Elon Musk discovered time to reply to Jaguar on X, combatively asking: “Do you promote vehicles?”
Effectively, after the news leaked earlier at the moment, Jaguar has now formally revealed the primary automotive of its new full-electric period at Artwork Miami, however will probably 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 workers, and its obvious abandonment of virtually each side of its 90-year historical past, together with its ageing, traditionalist shopper base.
In line with 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 automotive could be a disgrace, as a result of no matter you consider Sort 00 (say “zero-zero”), it delivers on the temporary given by JLR’s chief artistic officer Gerry McGovern 4 years in the past to 4 competing design groups: to provide one thing not solely not like any earlier Jaguar, however not like anything on the highway.
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