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The scale of the backlash last month after Jaguar’s 30-second teaser trailer in which a group of brightly dressed models, but no actual cars, was rather over the top.
The adverts came with a “Copy nothing” tagline, channelling Jaguar founder William Lyons, while signalling a decisive break with the company’s past as an old school luxury brand.
If it was designed to attract attention, it certainly succeeded; critics included Elon Musk and Nigel Farage.
But today, Jaguar is keen to focus on its plan to be “bold and disruptive” with its new electric car and redesign.
Managing director Rawdon Glover told Sky News: “We’ve certainly gathered an awful lot of attention over the last few weeks, but now I think its really important to talk about the vehicle.”
As Glover points out, few car launches get quite as much attention, adding that the industry is at a crucial point: "We need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history.
“At the moment, the industry is going through huge disruption: technology changes, as we all figure out actually what an electrified world means for our brand.
“At Jaguar, we’ve looked at that and we think we have to make a really bold step forward. But actually, the step we’re going to take is completely in keeping in ethos with the brand.”
Glover was also pressed about the backlash against that advert, and insisted:“We absolutely don’t want to alienate any of our loyal fans.
“Quite the opposite – we want to take as many of our current fans with us on that journey ... We need to also appeal to a new audience. That’s what we need to do.”
The agenda
• 8.25am GMT: FT Banking Summit in London, including NatWest CEO Paul Thwaite, Barclays CEO CS Venkatakrisnan and former Bank of England deputy governor Sir Jon Cunliffe
• 9:45am GMT: Treasury Committee hearing on Work of the FCA
• 3pm GMT: US JOLTS survey of job openings
We'll be tracking all the main events throughout the day … |
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