Jaguar EV Sedan.
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The image on top is not the upcoming new EV Sport sedan from Jaguar. But an illustration of what could have been if the brand hadn’t decided to “re-invent” itself. A new Sport sedan still using design cues from their previous models like the great-looking F-Type coupe and convertible.
The other 2 photos are official teasers for the new EV. Which has so far been very controversial, even if no one has seen the car yet.
Jaguar also released a strange video about their new image and identity, which is also quite shocking for many fans of the brand.
As it seems they just want to throw all their past and glorious history out the window instead of embracing it. Which I think is a huge mistake for such a historical brand like Jaguar.
A new mistake in a series of many in the past few years. Now that we have seen a little bit of the Jaguar KJ EV that was planned for 2021, we understand why it was canceled at the last minute. At least the prototype photo we saw recently showed a pretty boring and uninteresting design.
Jaguar has such a long history of fantastic designs they can use as an inspiration for future models. It seems like such a waste to throw it all away. Especially for something that dramatically different. The previews have already been made fun of by so many around the world. With the rear of the car already reminding people of an A/C unit. Or a toaster.
A luxury car design being compared to a toaster isn’t the best way to re-invent the brand. Of course, the Tesla CyberTruck has also been compared to a dumpster. However, it has no history to be compared to. Unlike a Jaguar.
We won’t have to wait too long since the concept will be unveiled next week in Miami. I guess Jagaur’s current owners see Miami as the pinnacle of class, for some reason…
The trouble is no one is buying Jaguar, in spite of its glorious history. The market is just saturated with premium offers, Kia and Hyundai are being cross shopped with BMW- even if Jaguar successfully out Germaned the Germans, the slice of the pie is so thin now. So they either go downmarket, or low volume, high profit and go after Porsche and Bentley and do something high end and artistic to differentiate themselves. Otherwise Jaguar is a dead brand. The online shock addicts were never going to buy one, and the existing customer base can’t keep it afloat either, it hasn’t made money in ages.
Jag turned into a laughing stock with that ad. You buy these kind of things to flex against the “Poors”. Not much of a flex when owners of anything new are going to be associated with this. “I got a Jag!!!” and the response is Nelson Muntz from the Simpsons pointing and going “Haw Haw”.
There’s a new Volvo commercial that doesn’t look like it will hit the US. A young couple having a baby and the push is for new Volvos and the traditional values of what a Volvo is. They actually show a vehicle. Go to Youtube to the “The Drum” channel.
Edgy is not Grace Jones, Andy Warhol, Zoolander meet Devo. Then have the suits at Jag call everyone vile for going WTF?
VInce, because you mentioned the ad, they consider you vile also. You don’t an exception. Mentioning it means you are a bad person.
Western culture has tied its hands behind its back with “woke” and “PC” which has been attributed to a lack of creativity and all about identity under a New Order. You can’t even tell a joke without hurting someone else’s feelings. How can you design a brilliant car?
A ‘brilliant car’ is designed as a result of a process where a team of engineers and designers work together to create something that is aesthetically pleasing, meets engineering targets and differentiates itself in the crowded market. This creative process is iterative, the design is able to evolve and improve to its final stage via healthy debate and feedback. This process is the antithesis of the current toxic rage filled logjam we currently find online, where opposing interest groups seek to shut down contrary points of view and are addicted to being offended and offending. Sure there are now some real concerns about PC over-reach, but the kind of anonymity of the social media echo chamber has emboldened people to indulge in intolerance and hate about certain groups, without consequence and regardless of potential real world harms caused to intended targets, who are often actually quite vulnerable to harm in real life. The same brave keyboard warriors were pretty thin skinned when Jaguar’s MD called them out on their behaviour. The original XJ6 was launched around the time of Bowie and Warhol, and was a landmark, radical car. The kind of advertising campaign Jaguar is doing right now could easily have come from that world; there is nothing shocking about the visuals, the colours used, the arty pretentiousness, the androgynous models-it’s all been done decades before and likely the look of it is a deliberate call back to those more creative, progressive and successful times. I do hope the car shown in a few days is brilliant, and if it’s controversial, I hope the conversation is at least constructive, I’d love for Jaguar to be around for a bit longer.
Tata bought Jaguar and Land Rover in 2008, from Ford. The brands actually were doing very well before the US led fraud based asset crash. Ford had already decided to radically change Jaguar’s design language. Tata simply rolled out blueprints Ford left it. The engines continued to come from Ford and the new Jaguar XF, followed by the F-Pace and XJ8. Then Tata decided to share the Evoque platform and create the E-Pace and F-Type. Jaguar sales took off, but then Tata did not replace the models with new replacements. Land Rover received updates on a roughly seven year cycle. So it can be said Tata gave up on Jaguar being a volume based venture. Jaguar could have had a new XJ but it was canceled. In the past Jaguar was a company with only 4 models, simply focusing on the XJ a SUV variant and a sports car variant we could have been enough. Sure an expensive Bentley price level EV sounds good, but this was never what Jaguar was. It always was a more moderately priced brand. Tata would have been better off creating a new EV brand and letting Jaguar remain with limited offerings updated regularly.