Jaguar design boss says they’re not ‘sniffing out white’

According to the old saying, the definition of insanity is trying the same thing over and over again and hoping for different results. Jaguar has already done that, so now it’s doing something really different. But reporters who attended the launch of the brand’s new logo and direction thought it might be crazy, anyway.

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If you’re up to date with Jag, the company has slashed its entire product line and is repositioning itself as a pure-electric vehicle company, with three electric vehicles set to launch between 2025 and the end of this decade. We’ll see a concept version of the first model – a long, low four-door sedan – on December 2nd.

high-end wishes

But the three new cars are not direct replacements for the discontinued XF, F-Type and F-Pace. They will be more luxurious and expensive as Jaguar looks to position itself higher up the market as a competitor to Porsche and Bentley. Everything is made from scratch, not only is the vehicle new; The same goes for weird brands.

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More: Jaguar starts fresh with new brand, electric dreams and big question marks

We say weird because the automaker’s new logo has its name spelled out in a wide-spaced font that’s a mix of uppercase and lowercase letters. At first glance, the “G” appears to be the only capital letter (perhaps the G is the abbreviation of Gerry McGovern, the brand’s chief creative officer?), but Jaguar has woken up edge This concept, explains that “J” and “U” are also capitalized. But that doesn’t make it any less ridiculous.

Fashion over function?

As if Jaguar didn’t already attract enough ridicule for its logo nonsense, it opened the door for more ridicule by posting a video on social media that could be mistaken for a fragrance ad. There were lots of bright colors and clothes never seen outside of Paris Fashion Week, but not a single car.

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car dealer magazineJames Baggott says he was forced to listen to an hour of marketing waffles at ‘the weirdest car media launch I’ve ever been to’ while Jaguar execs parroted the marketing Phrases like “remove ordinary” and “lively” that agencies may use. Millions of dollars were charged to Jaguar Land Rover. McGovern told reporters that the rebranding plan was serious and that his team “didn’t smell white — that’s real,” Baggett reported.

a risky gamble

The long-time Jaguar Land Rover design chief also admitted that while the new direction was designed to “inflame emotions”, not everyone will like it. Older, traditional Jaguar buyers may not be overwhelmed by the pageantry, while XE and E-Pace owners will find they’re still 30 times ahead of a pay rise from affording next year’s new sedan The starting price will be over $120,000.

People whose cars have been out of service for months because of Jaguar’s parts disaster won’t have any time to spare, no matter what the new electric cars look like (Jaguar says it will still retail and service older models, but there will be fewer dealers, Remaining dealers will undergo luxury makeovers).

Will it pay off?

But Jager’s main goal right now is to get the message out that big change is coming and get people talking about it. So even though the brand was criticized on social media, in a sense the campaign was effective. What’s really important, though, isn’t the font of the new logo, but the look of the new electric sedan. We’ve already seen the official spy photos, but we can’t wait to see the concept on December 2nd.