Following an unveiling ceremony of the controversial rebrand and a personal preview of the striking Type 00 concept, Mark Smyth gives his opinion on whether Jaguar has hit the nail on the head on a fully electric future.
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Jaguar is taking a huge risk with its rebranding. Managers know that they are saying goodbye to their traditional customer base. The company has tried to reinvent itself many times over the years, but whether it was the brand name or the models, sales in recent years have not come close to rivals Audi, BMW and Mercedes-Benz.
Related: Jaguar has been rebranded ahead of its all-EV future due to poor global reception
However, Jaguar is no longer interested in luring customers away from its German rivals. Instead, it’s about the money, the profits that can be found in the luxury segment. It wants to get into custom personalization and limited editions. It plans to offer concierge services and open boutiques in high-end neighborhoods instead of the usual dealerships.
Related: Has Jaguar alienated itself or has the rebrand been a masterstroke?
Will it work? I’m not going to bet any money on it, but for the sake of continuing the legacy of the British carmaker, I certainly hope so.
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