I’m not sure, but if a rebrand involves your chief creative officer telling industry journalists that you have “not been sniffing the white stuff—this is real,” then you may have problems down the road.
Hallucinogenic sci-fi movie: Inside the rather bizarre relaunch of Jaguar
Hallucinogenic sci-fi movie: Inside the rather bizarre relaunch of Jaguar – Car Dealer Magazine.
Held at its Gaydon HQ, on Armistice Day, the event was hosted by Jaguar’s senior team including managing director Rawdon Glover and JLR’s chief creative officer Gerry McGovern…the event felt like a hallucinogenic sci-fi movie where the presenters were only allowed to speak in marketing babble…
Jaguar’s passionate team spoke for most of the day about how they plan to ‘delete ordinary’ and ‘live vivid’. Whatever that means…
Jaguar’s rebirth will be electric ‘always’, said the executives. It’s confident that by the time the first of three new cars arrives in 2026, the market will have ‘shifted significantly’ towards EVs. So much so, it’s betting the house on the trio it has in the pipeline that they will be enough to reinvigorate the brand.
DB2