Jaguar previews its first electric model

The dawn of a new age for Jaguar is here, but the change is not happening without kicking up some controversy. The famous British car manufacturer has embarked on a brave rebranding strategy before launching its new lineup.

This new brand identity sparked a debate among enthusiasts and industry experts. The company's latest ad campaign features a high-contrast color palette and androgynous fashion models. Many people find it particularly divisive, with some criticizing it for moving too far from Jaguar's traditional image.

For its part, Jaguar is ignoring the controversy and moving to the next step. The company teased its new electric vehicle in a cryptic announcement and confirmed it'll be unveiled in Miami on December 2. The teaser image reveals a squared-off design that leaves Jaguar's legacy firmly assigned to history books. This is the clearest yet indication that Jaguar wants to completely redefine itself.

The new EV is rumored to be priced at least $120,000. The decision to target a higher price point reflects Jaguar's ambition to compete with other luxury EV manufacturers such as Lucid. This raises questions about whether Jaguar can successfully attract a new generation of customers while retaining its loyal fanbase.

02 Dec 2024 Miami.
Copy nothing.#Jaguar pic.twitter.com/NtLn7j1T7Y

— Jaguar (@Jaguar) November 20, 2024

The marketing marketing campaign attracted a lot of criticism for its inclusion of diverse faces and bodies. Some people accused the automaker of pandering to "woke" ideology. Others have praised Jaguar for its inclusivity and courage to challenge traditional gender norms.

Despite the controversy, or maybe thanks to it, Jaguar's new marketing strategy has generated a lot of heat around the brand. Online search queries for Jaguar have exploded since the launch of its provocative advertising campaign. It seems Jaguar's decision to embrace a more daring and unconventional approach may be paying off, at least in terms of brand awareness. Will that awareness convert to sales?

The all-new EV from an all-new Jaguar will have a lot riding on it. The entire future of an iconic brand depends on this one vehicle getting it right and attracting praise from potential customers. All this controversial marketing will be quickly forgotten if the car is as revolutionary as the company claims. If it fails flat on its face, Jaguar will go down in history as that one automotive company that lost its direction, distracted by cultural differences. Cars are supposed to bring people together, not divide them.

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