If you are critical of Jaguar's new branding and logo, you are intolerant. At least according to the brand's managing director.
It is an expression of nothing but intolerance when people are critical of Jaguar's new branding and logo. At least if you ask the brand's director, Rawdon Glover.
Jaguar, which is scheduled to be idle for a whole year, presented a new branding strategy last week. And it did not go unnoticed.
In fact, the internet has almost descended into a shitstorm. Several analysts and branding experts call Jaguar's choice of campaign track a disaster. But the boss? He thinks the criticism is completely on the moon.
He says this in an interview with the Financial Times .
In fact, Rawdon Glover believes that there is 'a storm of intolerance' directed at Jaguar as a brand. And he actually doesn't even want to go that far. Because Glover refuses to call Jaguar a car brand.
– If we behave in the same way as everyone else, we will just drown in the crowd. So we don't want to appear like a traditional car brand.
– We need to rebuild our brand and at a completely different price level, so we need to act differently. We wanted to move away from traditional car stereotypes, he says to the American media.
At home, Jaguar is very quiet. Between January 1 and October 31 this year, just 2 Danes have chosen to throw money at a new car from the former British brand. Conversely, Jaguar has plenty to worry about beforehand.
The brand has just had to buy back over 2,700 copies of the electric car I-Pace, as there is a risk of the battery pack burning up the cars. Jaguar has tried several times to solve the problem. But now they seem to be giving up. At least for the next 3,000 cars and their owners.
The same owners as earlier this year were told that they were not allowed to charge the cars' batteries above 80 percent, and that they must otherwise park the cars away from everything else. And preferably outside.
