Auto Express

‘New Jaguar will be a ‘copy of nothing’ – in every way’

There’s been a lot of buzz in the industry about Jaguarits reinvention, with many lamenting the brand’s apparent silence since the announcement that it would become the high-end and all electricity back in February 2021.

Like ours exclusive story revealed, Jaguar is working to have a full conversation about the plans and has chosen to keep quiet about what is happening – for now. In fact, it was the discussion with Auto Express contributor and former The Sun automotive editor Ken Gibson that led to our story. Ken – who also served as a consultant at JLR when Ralf Speth was CEO – remains very attentive to the British automotive sector. And he presented the idea of ​​a future feature of the famous British brand to us.

In the end, what we got was not only more detail on how the ‘new Jaguar’ will take shape, but also how the brand will get there, including the transition from older models to the new model. There is also reassurance that Jaguar has no intention of abandoning existing customers, even as the company moves up the market.

Jaguar says it will be “a copy of nowhere”. You might think that only applies to design. In fact, it goes much deeper than that, involving every aspect of the new business. That includes how Jaguar communicates with the media and customers; it’s not going to be the traditional way, whether we like it or not.

We’re a few ways to get the first hint of what a new Jaguar will look like – although I’ve been promised by someone who knows well that it will be a real ‘great moment’.

I guess it will take a while for us to understand the fact that a new Jaguar is not the same as an old one. It was a risk, for sure, but knowing the many teams behind the rebirth of the great British brand, my instincts told me it would be a resounding success.

Now read ours Exclusive story of Jaguar’s future here

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