Almost six months have passed since Jaguar, the 89 -year -old British brand, decided to outperform her legacy in search of a new audience for younger. Depending on his students, he was either the most brand decisions or stupid in years.
Last November, Jaguar inspired the first appearance of an advertisement that shows a variety of gender fashion models, but decisively, there is no car, inspired a wave of marriage days after Donald Trump was elected to the White House.
The DEI inspired message did not fail as much as it did the explicit clash by narrating “anti -owners” online, which reached the degree of fever soon from Trump’s election.
However, it was a statement of intent for a trademark that became with its customers and was staring at a black hole from the inadequacy between future generations.
Under the hood
Perhaps the least tolerant Jaguar critics have argued with flawless brand launching at the last minute. In fact, the launch was the culmination of a four -year design.
In November 2020, Jaguar commissioned the 800 -year -old design team developed a winning concept to rename the ambitious brand. The instructions on the Jaguar logo eventually focused on the new car for the concept: “Copy nothing”, and focus on building a six -numbers car that will start the brand from the excellent market and to The Luxury.
Carmaker has divided its designers into three teams, as he launched an internal competition between November 2020 and March 2021. helped Vít Rosický, a creative specialist in Jaguar, in driving the winning team and focused on the interior of the car.
Cardjan and Rosik, perhaps, may not be the designer of model cars, and perhaps not a model car designer. A student at the Academy of Fine Arts and Design, Bratislava, and the fan of the pioneering modernist architect Ludwig Mies Van Der Rohe, speaks tenderly about the commitment of Jaguar to “Decenal Design” in his cars and talks about the unusual materials in the concept of type 00.
ROSICKý Reflections help explain the car design, which is an unusually long vehicle, a bold “MIAMI PINK” and “Ultramarine Blue”, which is a highly descending journey on its old models. The interior is also somewhat similar to the La plate more than car.
“We do not want to do inside the cars, but rather a beautiful and convincing space with unexpected materials.” The trafficking stone and copper is just two of these “unexpected materials” within the concept car.
“I am not in fact not tense,” I told Rosiki luck About the launch of the car, and reject any fears of a violent reaction in the accumulation of detection. “Since the biggest transformation of emotions came from the release of the advertisement, and I already knew that we had a great car that supports the statement that we showed.
“Perhaps the only nervousness came from a point where I really wanted to show it immediately,” I admit. “This is a kind of what I feel now towards the production car. Because just wait until you see it.”
It is important to note that the type 00 that appeared for the first time in the Miami Fashion Week in the past year is not the same car that will start from the production production of driving in 2026. For the car, it will have four doors and will cost $ 100,000, but the manufacturer calmly on other changes.
Jaguar’s Rebrand
Regardless of Jaguar’s optimism before the production of type 00 next year, the wave of negative media attention should be silent. But with a concept car only so far to show its efforts, it is too early to know which aspect of the brand re -brand will be correct.
As of May, the group Video launch He has 171 million views on X, thousands of responses, the most prominent of which makes fun of the auto maker. Some, including X Owner and EV, compete with Musk, even if the “car maker” was a suitable description of the company.
“Do you sell cars?” Misk Jaguar asked.
“I expect Jaguar to come out now. And you know what? They deserve.”
Jaguar Rawdon Glober, CEO of Jaguar Rawdon Glober, was forced to lament for what he described as “malicious hatred and insecurity” regarding the brand’s return. In a biting, Glove said that the ambitious new Jaguar fans do not match the demography of Varage.
The fact that all this speech was listed without any car to show it was a deeper source of criticism for the moderates. However, Glove at that time suggested that this is the point.
“More people have been talking about Jaguar in the past two weeks – more than – Goodness, for a longer period,” Glove told Sky News in December.
Nick White, Jaguar Land Rover Director for Global Marketing and online, did not diverge on the company’s line when he talks to him luck Six months later.
White said: “There is a wonderful quote Oscar Wilde, which is that the only thing the worst talk about it is not talking about it,” White said. “So, my view is that we have become the most recent brand in the world. I mean, this is a great place to be when you change.”
Jaguar takes its concept car on a global tour, and stops in each of the essing sites, where, along with its partner TCS, the automobile company competes for the race track. The tour provided an opportunity to expose the car to the audience of an electric friend, and the potential wealthy customers, and to conduct market research before the production car was launched.
During a profit call in early May, JLR said that 32,000 people “expressed their interest” in the new GT model in Jaguar. The car maker expects about 20 % of its current customers with the car maker on the trip, and the rest is set aside because of the price and age, and inevitably.
However, White has a clear idea of the new demographic Jaguar that aims to fill the gap.
“We had a transition from traditional people to people who love luxury and fashion, and this is exactly what we are trying to do,” said White about the digital data I reviewed during the launch of the Miami Fashion Week.
We have competed in the comprehensive market over the past twenty years. We will never win this game. “
This story was originally shown on Fortune.com
