Jaguar’s new beginning

It has, of course, been carefully orchestrated but it turns out ceasing sales of new internal-combustion and hybrid vehicles was less the end for Jaguar and more a new beginning. Next step on this journey to a new position as an entirely electric manufacturer? Well, that’s a new ‘brand identity’, teases of some new logos and accompanying abstract phrases like ‘exuberant modernism’ to set the tone. While, likely, frustrating those impatient to see what this will actually look like in product terms. That will come soon with the much-hyped ‘Design Vision Concept’, expected to be a luxury electric four-door GT along the lines of a Porsche Taycan or Audi e-tron GT. Or, at least, so goes the assumption for now.
More on that in due course. First to the blue-sky stuff inspiring this new philosophy, and what it all stands for.

“New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless,” says Gerry McGovern in his position as Chief Creative Officer of the restructured JLR ‘house of brands’ family. “This is a reimagining that recaptures the essence of Jaguar,” he continues, “returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
This may cause a reddening of the cheeks in Jaguar’s more traditional client base, and will likely be a long way from the string-back driving gloves image of the past. But, as has been argued by those who have had opportunity to see behind the scenes, is a brave but necessary step if Jaguar is to have any future at all. To that end a deliberate halt in production of the old before starting again with the new is an opportunity for a reset. Quite the punt in a market filled with uncertainty, especially when it comes to the take up of electric cars. But Jaguar is going all in.