Jaguar’s future: art and science

Jaguar announced The announcement comes just days after the company redesigned its logo as it pauses vehicle production and prepares for the next phase of its growth. How is this sacred brand going?

Doesn’t look good.

Faced with fierce competition from Germany, Japan and even South Korea, Jaguar’s product portfolio has not diminished. The XJ never sold well, and the midsize XF quickly lost its luster to the likes of the Mercedes-Benz E-Class and BMW 5 Series. Sure, there are several SUVs that have managed to maintain brand awareness in the U.S. market, but Jaguar doesn’t want to be an SUV brand.

Then, in 2021, the brand announced that it would fully launch electric vehicles by 2025. That’s fine, but the market has changed since 2021 and many manufacturers are abandoning all-electric vehicle edicts. This puts Jaguar in a difficult position.

Still, the Brits aren’t known for breaking down and crying, so it’s no surprise that Jaguar has released a preview of its new electric car brand. The leaping feline has been refined, although only a keen eye will notice the changes. The font is certainly new, a sans-serif font that looks modern but may be difficult for some to get used to.

according to car and driverthe new Jaguar lineup will focus entirely on design. While whether we find this pleasing is obviously subjective, Jaguar does make a strong case for style in a market where electric cars seem to be “high-riding, cabin-forward, aerodynamic-focused homogeneous bodies.” . The response will be “low-slung cars with elongated proportions”. Can the E-Type and XJ6 infuse some magic into Jaguar’s upcoming product portfolio? We can only hope; these vehicles, and the few that preceded them, are among the most popular post-war cars.

CD Also talked about is the shift from “Jeffersonian” high-end cars to “spectacular” cars that don’t blend in with the crowd. Jaguar buyers will make emotional decisions “based on design, brand and experience.” Will you move to SoHo next? I think it depends on the country.

The internet has been abuzz since the recent announcement, especially on Twitter (formerly Twitter). To Jaguar’s credit on social media, it had an amusingly stiff response to many of the negative Nancys. Even in Ye Olde, Top equipment And its readers didn’t like it, with the former pointing out that saying “nothing is copied” and then showing what Polestar offers is inconsistent. Not even national review Already given my two cents – amazing! — exactly what you’d expect from non-car people basking in the afterglow of the election.

Still, let’s wait with bated breath to see how Jaguar performs. Let us not bring more negativity to the interactive world than currently exists. Since the first Jaguar won’t be released until two years later, there’s plenty of time to add upcoming trailers.