“On Monday almost no one was particularly interested in Jaguar. It’s now Thursday, and millions are waiting for Jaguar to unveil its take on an EV.
“That’s what bold brand moves do—they turn people’s heads, shift their expectations, and yes, cause a bit of discomfort in the process.
“Many have criticized Jaguar for not reviving the brand’s DNA, but they’re missing the point. Jaguar has always been about doing things differently, and that’s what it is doing right now. It’s breaking away from the category tropes, showing up like a creative business rather than a car manufacturer.
“If the product and the experience go on to live up to that, Jaguar will connect deeply with some rather than superficially with many as you’d expect from a daring luxury brand.”
‘This is a radical reinvention for a new generation’
James Ramsden, ECD, Coley Porter Bell
“Brands need more individuality, creativity, and expression. There have been exciting and progressive car identities over the past few years including Renault, Citroen, Honda, and Audi. So, this feels like Jaguar is showing how it can be progressive and bold, too.
“The ads is striking, colorful, inclusive, and dramatic; exactly what electrification and the future of cars should feel more like. It’s a radical reinvention of a business wanting to appeal to a new generation. It’s just a shame it walked away from some of the iconic, treasured, and beautiful icons that have occupied the brand’s DNA for generations.
“If you’re going to ‘break the mold’, you’d better have one hell of a range of cars full of innovations and shape language, with a new buyer experience, ready to roll… this we wait to see.”
