>Jaguar unveiled a new look, logo and direction for its cars at what was quite possibly the most bizarre automotive media launch I’ve ever attended – here’s what happened.

>Held at its Gaydon HQ, on Armistice Day, the event was hosted by Jaguar’s senior team including managing director Rawdon Glover and JLR’s chief creative officer Gerry McGovern.

>Embargoed until today, the event felt like a hallucinogenic sci-fi movie where the presenters were only allowed to speak in marketing babble.

>Unveiling a new concept car – the details of which are still under embargo until December 3 – Jaguar’s passionate team spoke for most of the day about how they plan to ‘delete ordinary’ and ‘live vivid’. Whatever that means…

>In what, at times, felt like a drunken dream, Jaguar personnel walked journalists through its plans to ‘reimagine’ the much-loved brand over the next few years.

>Calling it a ‘complete reset’, McGovern at one point told journalists that his team had ‘not been sniffing the white stuff – this is real’.

>‘A good ice hockey player does not skate to where the puck is now, they skate to where it is going,’ chief commercial officer Lennard Hoornik said.

>McGovern believes that up until now Jaguar has ‘not been allowed to be unique’ and that the Jaguar of the future will ‘stir the emotions once again’ and ‘make you feel uncomfortable’.

>He was right about the last bit. After an hour’s briefing in a windowless room, the agog journalists were shifting in their seats.

https://cardealermagazine.co.uk/publish/hallucinogenic-sci-fi-movie-inside-the-rather-bizarre-relaunch-of-jaguar/310077

Back | Go to board

Board:

/o/

Thread:

>Jaguar unveiled a new look, logo and direction for its cars at what was quite possibly the most bizarre automotive media launch I’ve ever attended…