Jaguar-chefen: Vi försöker inte vara "woke", men accepterar att tappa äldre kunder | Carscoops

      Jaguar's managing director states that the company wasn't aiming to be "woke" with its eye-catching ad campaign that didn't showcase any cars.

      He emphasized that change was essential for the brand's survival.

      Unlike other automotive manufacturers, Jaguar is committed to its plan to transition to an all-electric vehicle lineup.

      There has been extensive discussion regarding Jaguar's rebranding, which has become one of the most talked-about events in the automotive industry in 2024. Opinions on this transformation made their way from social media to mainstream media, with only 32 percent of Carscoops readers expressing approval for the new aesthetic in a poll. Reports suggest that Jaguar's Chief Creative Officer had to clarify to journalists that his team had not been "sniffing the white stuff."

      Among the changes, the most controversial aspect appeared to be an ambiguous advertisement featuring no vehicles, only models in vibrant clothing. This led some commenters to speculate whether Jaguar had turned “woke.”

      Now that the initial reactions have subsided and discussions have shifted back to the new car offerings, Jaguar’s director has addressed the contentious rebranding. In an interview with Auto Express, managing director Rawdon Glover acknowledged that the company miscalculated the public's reception of its message, yet he stands by the necessity for a shift.

      Jaguar Doesn't Want To Alienate Old Customers

      A primary critique of Jaguar during the campaign's launch was the concern that it would alienate its traditional customer base. While it was predictable that some long-time fans would be put off by the move to electric vehicles, the extent of the brand's transformation was unforeseen.

      Still, Glover aims to clarify that Jaguar was not attempting to push a "woke" agenda. “We definitely weren’t saying ‘we’re about diversity’,” he explains. “The creative choices were made for their modern and bold appeal, and we showcased a car that embodies exuberance and innovation.”

      He added that comments labelling the brand as “woke” can skew perceptions in social media algorithms, resulting in widespread negative commentary from those not meant to be the target audience. He differentiates between Jaguar as a brand and JLR as a corporate entity, which actively supports diversity, equity, and inclusion.

      Glover reiterated that while JLR champions diversity, the central message of Jaguar's rebranding was lost amid the social media frenzy. The controversial advertisement without a car arguably created a communication gap, which social media algorithms capitalized on. Glover points out that the rationale for the reinvention and the new upscale direction were not effectively conveyed.

      “Social media isn't an ideal platform for nuanced discussions,” Glover remarks. “It's largely binary: people either love it or hate it. Successfully delivering our message requires consistent storytelling, which I've learned through this experience.”

      While maintaining his stance on the need to attract a fresh clientele, Glover insists that they still value their existing customers. “What got overlooked is our commitment to our current clients. Why wouldn't we want to engage as many of our existing customers as possible? We've been dedicating a considerable amount of time to involve our loyal fans and classic enthusiasts in this journey," he states.

      The Change That Is Needed

      Jaguar seems to strive to avoid alienating its veteran customers in its marketing efforts. However, the new premium strategy may inadvertently achieve just that. With only the F-Pace still being produced, global sales plummeted to just 33,000 units last year, a steep decline from 181,000 in 2018. Yet Glover indicates they are adapting to this new reality, claiming they are comfortable with lower sales once the new lineup is launched next year.

      Indeed, they are likely to sell fewer vehicles. The upcoming four-door GT is expected to start between $140,000 and $170,000, which may price out about 85% of their current customer base—leaving only 15% to transition. Glover acknowledges that the previous strategy was not beneficial for the brand.

      Although the record sales of 181,000 units may seem impressive, they pale in comparison to BMW's 2.1 million units sold that same year. “We need to create and attract a new client base,” Glover admits. “Changing a brand's perception takes time and must be supported by a compelling product, as marketing has its limits.”

      Continuing with the EV-Only Commitment

      The initial production vehicle symbolizing the new era is yet to be fully unveiled, but Jaguar asserts that it will reflect the design ethos showcased in the Type 00. The electric grand tourer aims for a range of 430 miles (692 km) under the stringent EPA testing and much quicker charging times. This will be made possible with a new Nickel Manganese Cobalt battery being developed by Agratas, a Tata-owned company. The vehicle will utilize an in-house-designed platform, feature 23-inch wheels, and will be the most aerodynamic model ever produced by the brand.

      Glover emphasizes that, unlike