In the latest episode of Under the Hood, Gustaf, Karl and Marcus discuss whether the British brand’s new strategy makes sense or whether it is completely over the top.
Does not manufacture cars
Jaguar has recently stopped making cars pending the start of their new chapter, one lasting exclusively of electrification.
– Nobody buys the cars and the new cars are not ready, explains Nyheter24’s motoring editor Gustaf Gripenlöf Karlberg.
DON’T MISS IT
Damages for SEK 79,000: The first car wash was a nightmare
Volvo’s best car ever? We test the new Volvo XC90
That’s what the expert thinks
British marketing expert Rory Sutherland believes this is the best thing that could have happened to Jaguar.
– You have to be careful about listening too much to car people. They know too much about cars to really be helpful, he explains.
Jaguar’s ambition is to attract 85 percent of new customers, while they expect that 15 percent of existing customers will remain loyal.
DON’T MISS IT
Tesla’s bottom line: Model 3 absolutely worst in the inspection
Merkel: That’s how Trump wanted to get rid of all German cars
A comprehensive rebrand
– The advertising campaign looks like it could belong to H&M, Karl thinks.
Before that, Jaguar has been a brand steeped in walnut and tweed.
Jaguar has an opportunity to completely be able to do as its entire strategy.
It all starts with a new luxury electric car launching next year that will be at Bentley levels in terms of pricing.
Heritage – a strength in times of electrification
Electrification has allowed a number of manufacturers to rethink. However, none of these brand updates have been as extensive as Jaguar’s.
Motor editor Marcus Berggren believes that a manufacturer’s heritage is increasingly important in times of electrification:
-Consumers continue to buy electric cars with heritage in mind. This is what differentiates electric cars to a great extent, and in times when new electric car manufacturers are appearing all the time, it is even more important to stand out from the crowd.