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- Jaguar’s managing director said they didn’t try to alienate buyers with the brand’s revival.
- However, he reiterated that change was necessary for the survival of the company.
- Unlike other car manufacturers, it will not go back on its plan to be a company only EV.
Many have been written about the change of brand of Jaguar. In the world of the car, it was perhaps the most spoken event of 2024, with history making the jump of social media in the consumer media, because everyone seemed to have an opinion on this subject. Only 32% of Car cushion Readers liked the company’s new look in our own survey, while Jaguar’s own director of creation should have told journalists that his team had “not sniffed white stuff”.
Aside from the new logos and the expressions of daring change, which seemed to upset the most people was a somewhat ambiguous advertisement that did not have cars – just models wearing noisy clothes with daring colors. This led some commentators to wonder if the Jaguar of yesteryear had gone “awake”.
Survey: Does your love or hate Jaguar’s new look?
But now that the dust has set up, and with the conversation which finally goes to the brand new car it will offer, the boss of Jaguar has spoken openly about this controversial recovery. Talk to Auto ExpressThe director general of the brand, Rawdon Glover, admits that the company has poorly judged the way in which messaging is received but resisted to make things happen.
Jag does not want to repel old customers
One of the greatest criticisms was launched in Jaguar when the campaign launched was that they risked alienating traditional and steep-cell customers. Although it is predictable that a number of Jaguar fans would be disabled by the transition to electric vehicles, no one could have predicted how much the brand seems to have changed.
However, its managing director wants to set the record straight: Jaguar did not try to be awake. “We really don’t say” we are on diversity, “says Rawdon Glover. “Creative concepts and individuals were chosen because they were very modern, striking and daring. And we presented a very exuberant, daring and modern car. »»
“If an individual (messages)” I really don’t like it because he is awake “, then the algorithms feed this,” he added. “So, a whole burden of people commented to us who have certainly not undertaken or upset us: they are not a target audience that will never buy the car. But there is a difference between Jaguar as a brand and JLR as a business entity, who is absolutely a defender of De & i. »»
Read: Jaguar type 00 makes real video debut
He reiterated that JLR is a Dei defender, but the central message of Jaguar’s revival was lost during social media Hullabaloo. That now an infamous videoWithout because, may have led to an information gap, which was quickly taken up by social media algorithms. There was no explanation on the reason why the Jag of yesteryear had to be reinvented, nor the information on the new high -end push.
“Social media is not an excellent channel for nuances and explanations,” explains Glover. “It’s much more binary: I love it, I hate it, that’s it, that’s it. Deliver this message and take people in this trip forces us to tell this story again and again. This is my key learning of this.
While sticking to his firearms that the company needed a new clientele, Glover says that it was never intended to alienate their existing customers. “What was lost is that we care about our existing customers. Why wouldn’t you want to bring as much of your current base as possible? We have invested a lot of time to bring our fans, customers and classic enthusiasts existing in travel – it is really important for us. »»
The change that is necessary
Maybe Jaguar does not want to reject old customers with their marketing efforts. However, it is difficult to deny that their new high -end strategy will not do so for them. With only the F-PACE still in production, world car sales flowed to only 33,000 last year, down compared to its 181,000 record in 2018. But the automaker is ready to get used to a new normal, Glover saying that they are comfortable selling even less once its new range will be on sale next year.
And sell fewer cars than they probably will. With the new four -door GT which is expected to cost between $ 140,000 and $ 170,000 when it was launched, Jaguar plans that around 85% of its current customers will be assessed, leaving only 15% to make the change. But as Glover points out, the old strategy did not make the brand anyway.
Yes, this record year of 181,000 units may seem impressive in isolation, but rather than when you consider that BMW has managed to sell 2.1 million cars the same year. “We have to create and attract new customers,” said Glover. “Changing the brand’s perception takes a long time. And it must be supported by a super complicated product because marketing will only take you so far. »»
Always evolving only
The first production car which announces its new era has not yet been fully revealed, but Jaguar promises that it will embrace the design language observed in the type 00. For the Grand Electric Tourer, Jaguar hopes to reach a range of 430 miles (692 km) on the more strict EPA test cycle and much faster spare times. Part of the way she succeeds comes from a new cobalt manganese battery in nickel developed by Agratas, a company belonging to the parent company of Jaguar Tata. The car will drive on a platform designed internally, will drive on 23-inch wheels and will be the most aerodynamic model that the company has ever done.
Glover would like to emphasize that, unlike certain rivals, Jaguar will not return to his promise to sell only electric vehicles: “No, we will not put a rechargeable hybrid in this pretty long hood”, he promised. The commitment comes at a time when Porsche, Volvo and Lotus, such as Porsche, Volvo and Lotus, reconstructing all their options with regard to the future of electric vehicles.
The other details revealed include how it is not only the high -end car, but also all the shopping experience. There will be new retail stores and experience with a living room feeling. We even talk about the fact that potential buyers are served as food created by Michelin star chefs and that new cars will offer optional virtual reality. However, Jaguar will also have much fewer dealers, his network being reduced by around 75%.
