"I had a lot of questions for Rawdon Glover, the managing director at Jaguar. I wanted to ask him how the storied British marque was handling a controversial brand reboot, the departures of its longtime design talent, and its pivot to producing solely premium electric vehicles at a time when demand for that sort of thing feels far more uncertain than it did a year ago."
"All of it felt emblematic of the struggles the Jaguar has dealt with this past year, particularly the crippling cyberattacks that recently shut down its operations for six weeks. Since Jag closed its last unsuccessful chapterattempting to emulate the masspirational German full-line automakers, in variety of models, volume, and anodyne stylingand performed a hard reboot, the 90-year-old marque has not really been able to catch a break."
"Its new automotive design sensibility, as epitomized in the Type 00 concept car it unveiled in Miami a year ago, is blunt and brutal, and appears unfinished, resembling a computer-generated rendering, even in real life. Its new corporate identity, bathed in pink and featuring a broad range of humanity, drew the trigger-happy ire of the global reactionary right-wing. Then there was the cyberattack."
Jaguar embarked on a hard reboot to become a fully electric luxury brand amid significant setbacks. The company experienced high-profile design departures, a contentious new corporate identity, and polarized public reactions to its Type 00 design. Operations were disrupted for six weeks by crippling cyberattacks, exacerbating financial and reputational pressures. The marque previously attempted to emulate mass-market German automakers and has since refocused on premium EVs. The transition has been rocky, with technical, creative, and political challenges complicating the path to a stable EV-only future.
Read at insideevs.com
Unable to calculate read time
Collection
[
|
...
]