Nee het is geen Benetton make-over.
Uit de Times, een stukje van de CCrO.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” Gerry McGovern, the chief creative officer, said. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.
”Senior managers have said there is no Plan B after the electric vehicle-only direction of the company, insisting that it has to be “fearless” and challenge convention to survive.
Jaguar expects to retain 15 per cent of its existing customers and sees the overhaul of the business as a “clean sheet”, it said.
Rawdon Glover, managing director, said that taking new cars off sale was “intentional” as the company sought to create a barrier between the old and new Jaguars. He said: “From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them, and we’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last ten or 20 years.
“We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So, having a fire break in between old and new is, actually, very helpful.”
