The recent unveiling of Jaguar’s new direction generated a global reaction. The initial buzz began with a 30-second video that sparked intense discussion among the brand’s diverse fanbase. Many voiced their opinions – some more enthusiastically than others – regarding chief creative officer Gerry McGovern and his team at JLR (formerly Jaguar Land Rover).
While JLR is no stranger to igniting passions, typically those emotions arise from the launch of a new iteration of a beloved vehicle or a powerful new engine. However, this time, many of the reactions were decidedly negative and forceful. Ironically, many of the most vocal critics might not even be Jaguar owners. The sheer volume of negative comments likely overshadowed the number of vehicles sold last year. As the saying goes, “do the math,” because that’s where the problem lies. Jaguar has, for decades, produced exceptional and innovative vehicles. From the iconic D-Type of the 1950s and the stunning E-Type of the 1960s (dubbed “the most beautiful car in the world” by Enzo Ferrari), to the Mark 2 and Mark 10 saloons, the diverse XJ models, elegant XKs, and the more recent F-Pace SUV, I-Pace, and F-Type coupé, the brand has demonstrated a rich history. These are all vehicles with genuine character. But a car company, like any brand, can’t survive on goodwill alone. They need sales; Jaguar has struggled to reach profitable sales numbers in recent years.
A Strategic Reset
“The unveiling was at one of the pre-eminent global art gatherings – and that tells you a lot.”
Brands are complex entities, and brand perception can be even stranger. Some 15 years ago, facing marketing challenges at Jaguar Land Rover, I recall hearing how the brand struggled to overcome the “gin and Jag” image that younger potential buyers held. They recognized that regardless of the vehicle’s quality compared to BMW or Mercedes, Jaguar remained a brand their parents favored. Fifteen years later, this perception persists. Jaguar represents only 15 percent of total JLR sales, and while Range Rover and Defender are both highly profitable, Jaguar is not. From a business perspective, this is an unsustainable situation. Consequently, decisive action became necessary.
Back in February 2021, the announcement came that Jaguar would be reborn as an all-electric brand starting in 2025. Initially, it seemed the transition would involve “conventional” cars – evolved versions of the existing lineup. However, there was a risk that Jaguar would simply be trading one set of challenges for another. BMW and Mercedes already have rapidly evolving EV ranges, and, of course, Tesla, Kia, and Hyundai are introducing their impressive electric vehicles. This evolution of electric vehicles explains Jaguar’s current position.
This brings us back to the recent advertisement and the unveiling of the Type 00. Two weeks later, JLR gathered in Miami at Art Basel Miami, one of the leading global art events. This choice of venue, rather than the Geneva Motor Show, was significant. Beforehand, there were briefings led by MD Rawdon Glover and his teams, outlining the context of the brand’s development – the logo, monogram, chosen colors, detailing, design touchpoints, and architectural elements. The design included materials rarely seen in cars, such as travertine veneers and brass that would naturally develop a patina. This pushes automotive design into uncharted territory. This transformation is led by Gerry McGovern, a car designer who isn’t conventional. That day, the world saw not a production model, but a design vision – distinctly different from the renderings leaked hours earlier, creating a clear “wow” moment.
A New Design Ethos
Modern car design often lacks distinctiveness. Even for car enthusiasts, differentiating many of them is challenging. Beyond that, many models that are currently available, particularly those from well-known brands, simply don’t stir excitement, which is disappointing. Some models feature unattractive, aggressive plastic molding, and many interiors are bland with uninspiring materials. This aesthetic isn’t McGovern’s approach. He has prioritized “Creative” as the driving force at JLR, empowering design, now with a team of 700, over engineering. His design philosophy is rooted in modernism, a school of thought that has been influential for a century, with design icons such as Breuer, Mies van der Rohe, and Le Corbusier. “Reduction” is a central principle: purposeful lines and subtle details beautifully executed. The new-generation Range Rover is an example. It is a piece of great design and is sculptural in ways that few other cars are. It is both considered and indicative of a design vision, not just a collection of disparate parts.
There is another aspect that has largely been overlooked. McGovern has long admired luxury brands like Hermès, Cartier, Chanel, and Loro Piana. These companies excel in their curation, attention to detail, materials choice, and craftsmanship, striving to forge an emotional connection with their customers. They are very good at this and are commercially successful. That, I believe, is the ambition for Jaguar. The first “brand house” will open in Paris, a hub for the luxury industry, followed by locations in London and other luxury centers. This signals a departure from the traditional “dealer” model, where cars are displayed on the edge of town, and customers may or may not receive personal attention from a sales team.
Ultimately, Jaguar is being reimagined as a luxury brand that happens to make cars, not just a car brand undergoing reinvention. This is a smart move because the world in which the brand currently operates is fundamentally different from its heyday. As McGovern explained, “What is the point in trying to replicate what went before if it’s not relevant in a modern context?” Furthermore, the reality of modern driving, from heavy traffic and 20mph speed limits to ubiquitous cameras and future satellite monitoring, is often a less than pleasurable experience (although potentially quieter thanks to EVs). In this future, consumers will look for considered designs, aesthetically pleasing and calming spaces, filled with beautiful materials. This is the vision Jaguar has provided. It’s a leap of faith, but it is supported by capable leadership.
