Jaguar debut concept car to rave reviews | The Daily T Podcast

Jaguar is undergoing a significant rebranding and transition to an electric-only brand, launching a concept car with a boxy, futuristic design. The company faces challenges, including a lack of current models for sale, a change in target customer demographics, and a PR disaster surrounding its initial relaunch advertisement. Despite these challenges, the new electric GT model, set for release in 2026, represents a shift to a high-end market with a limited production run and high price point.

Jaguar's Rebranding

• 00:00:00 Jaguar is undergoing a major rebranding to become an electric-only brand, having released a new logo and edgy advertising campaign. The company is aiming to reposition itself as a high-end luxury brand, targeting a new customer base that includes more women and those interested in electric vehicles.

Concept Car Design

• 00:01:30 The new Jaguar concept car, envisioned as the brand's future, has a boxy and futuristic design, reminiscent of classic cars like Lady Penelope's car from Thunderbirds. The design has received mixed reactions, with some finding it striking while others criticize its impracticality, particularly its low ground clearance.

Marketing & PR Challenges

• 00:01:18 Jaguar's initial advertising campaign for its relaunch faced widespread criticism for its lack of focus on the car and its perceived 'woke' messaging. This, coupled with the company's current lack of cars to sell, has resulted in a PR disaster, generating a lot of media attention despite no new models being available to purchase.

Target Customer Shift

• 00:03:11 Jaguar's target customer demographic is shifting away from its traditional 'Jin and Jag' clientele to a new generation of car buyers. This includes more women, electric vehicle enthusiasts, and individuals willing to spend significant sums on a luxury vehicle. The company is aiming for a high-end market, with the new GT expected to sell for around £100,000, catering to a limited customer base.

Future Production and Sales

• 00:07:21 Jaguar's current production focus is primarily on the F-Pace, and the company has ceased production of other models while gearing up for its new electric GT in 2026. This strategy reflects a focus on higher profit margins from a limited production run of luxury vehicles. The new model is scheduled to be built in the UK, demonstrating commitment to domestic manufacturing, and is expected to be sold at a significantly higher price point than previous Jaguar models.