JAguar finally revealed its highly anticipated Type 00 electric car at its Miami Art Week launch event. The marketing campaign teaser video released on social media two weeks ago generated mixed opinions. Here, industry experts share their thoughts on the car, its launch, and marketing.
Jeff Dodds
Former Honda Marketing Manager, current Chief Executive of Formula E, where Jaguar competes
I recently owned a Jaguar iPace. It’s a nice car, but it didn’t bring a smile to my face. That’s what I look for in a car. Jag knows this too.
If Jaguar’s goal was to grab attention at the launch, they definitely achieved it. There was a lot of anticipation leading up to the release, and some guests were eager to see the beastly monster unveiled. It wasn’t terrible, but it was quite unique. It’s larger, bolder, and more disruptive than I expected. It will definitely turn heads. Not everyone will love it, but that’s a good thing. Inspector Morse may not go for it, but his grandson might if he just started a cybersecurity startup.
The event itself was completely different, industrial, and edgy. British grime MC and rapper Skepta may not be the typical Jaguar brand ambassador, but there he was, performing a DJ set surrounded by influencers and cultural tastemakers in downtown Miami. That’s a significant departure from the past. Maybe too much deviation? Possibly. Jaguar has quickly become a brand of conversation in the past tense, so I commend them. I believe you’ll find joy in riding the Type 0.
Ginny Buckley
Founder of UK EV buying website Electrifying.com
In Jaguar’s 90-year history, no event has created more global buzz than a controversial rebrand. Now that the dramatic Type 00 cover has been unveiled, the new logo and flashy advertising may fade from memory.
I first saw this car at a briefing session at Jaguar Land Rover’s Midland Design Studio. In my over 25 years as a motoring journalist, no car has impressed me as much as this £100,000+ all-electric GT.
Yes, it’s pink. Very pink. Presented in Miami Pink and London Blue, the car’s colors reflect the city it was revealed in and Jaguar’s British heritage.
The color is inevitably a point of focus for many critics. According to Jaguar’s design team, this color is “production ready” and could stir things up among traditional Jaguar fans if it becomes part of the final color palette.
Beyond the color, the Type 00’s design is striking with a long hood, massive grille, and front-hinged butterfly doors. Jaguar has also eliminated the rear window.
I find the Type 0 to be fresh and bold. My 15-year-old son described it as “the best,” and I take that as a compliment.
“It’s going to challenge people and be polarizing,” said Jerry McGovern, Jaguar’s Chief Creative Officer. And it will. If their aim was to spark discourse, they have succeeded.
The question now is whether Jaguar can evolve the brand rapidly enough to attract the new generation of young, affluent buyers they hope will purchase the car.
Manfredi Ricca
Global Chief Strategy Officer at brand consulting firm Interbrand. He has collaborated with Bugatti and was instrumental in the relaunch of Mini and BMW.
Flashback to two weeks ago. Jaguars weren’t particularly interesting to many. Then, a 30-second video was released. Millions of heads turned instantly. In just 24 hours, Jaguar became a global talking point without unveiling any products.
After newsletter promotion
Consequently, anticipation for the new lineup, with leaks surfacing on the eve of the release, has reached the intensity and reach of a World Cup final.
Campaigns designed for brand activation don’t get much better than this. Many overlook the fact that Jaguar Land Rover wasn’t attempting to evolve a successful brand; instead, it was reinventing a struggling one.
The reality today is that there are more people who appreciate Jaguar’s history than those who actually desire a Jaguar car.
Museums can subsist solely on the past, but commercial entities can’t. Companies must transform their legacy into something that attracts enough customers willing to pay a premium.
Once a trailblazing manufacturer of some of the world’s most innovative cars, Jaguar is once again adored by a few rather than ignored by many.
The concept introduced in Miami will captivate those few, but the true test lies in turning them into enthusiasts in 2025 when the car hits the market, and customers in 2026.
Richard Exon
Co-founder of advertising agency Joint, previously collaborated with Audi and Range Rover.
Jaguar deserves praise for its ambitious rebranding efforts. Making a clean break from the past is the best approach. The company aims to attract an entirely new customer base with its latest car range, and a more modern, inclusive, and daring brand strategy could prove successful.
However, good intentions aren’t enough when the execution is as lackluster as Jaguar’s pre-launch promotional video content.
Fortunately, the concept car images feature a bold new aesthetic that demands a fresh evaluation.
The critical next step is how well the innovative design of the concept translates into the final manufactured product available for purchase.
Jaguar’s troubled car brands seldom get second chances, so let’s hope Jaguar rises to the occasion, rebounds from the video mishap, and dares to be as unique as it aspires to be.
Source: www.theguardian.com
