Jaguar's pivot from classic British luxury to appealing to a younger, 'progressive' audience highlights a risk of alienating its traditional customers who value timeless elegance.
The essence of Jaguar's challenge lies in achieving differentiation in the saturated luxury EV market while ensuring that their historic brand heritage aligns with future aspirations.
Critics question whether Jaguar's bold repositioning transforms it into a relevant player in the luxury EV sector or if it risks losing its signature premium identity.
While targeting new markets like Asia shows growth potential, the brand's British heritage still carries significant weight, necessitating balance in its strategy.
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