Jaguar says there's no such thing as bad publicity

Jaguar is quiet: becoming an electric-only brand as early as 2025 and doing so with super-exclusive models is the right path. And little do the recent criticisms about the logo and the fact that production of the old models is currently at a standstill (or almost).

The British manufacturer is taking part in Miami Art Week and is taking the opportunity to explain why it has decided to pursue this strategy. It did so through the words of Rawdon Glover, General Manager of Jaguar Land Rover.

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Quality first

"For years no one talked about Jaguar," he said, "now we have all eyes on us. How was the famous adage suggested by Oscar Wlide? As long as it's talked about, right?" Ways of saying aside, Glover goes into detail: "There is a major reorganisation of the entire company underway. We want to accelerate the cultural change that will enable us to improve quality in every aspect of our business."

There is no excessive hurry to debut the new model, which will be a four-door GT. The idea is to wait until the car is done well and the market is equally ready. "We have to work until launch day to make the car a better product. We are refining the production, engineering, testing processes. We are also working with the sales network."

A change is necessary

The next electric Jaguar, according to initial statements, will arrive in 2026, some 12-18 months behind schedule. A concept previewing it will be unveiled in Miami in a few days and will reportedly be a breakthrough model.

"We know that there are many people who admire the brand for our heritage," Glover said. "But we also know that in recent years there have not been enough customers for us to keep our accounts in order. We have to be bold, to reposition ourselves in the market following our true essence."

 

For now, given the interest aroused - also the result of a social campaign criticised even by Elon Musk himself - part of the work has been done and it has been done well. Now, all that remains to be done is to see what this new electric GT will look like, to see if it truly respects Jaguar's values and if it can revive the dream of its creator Sir William Lyons.

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