Car design isn’t for the faint hearted – it’s a high stakes world where hundreds of millions are spent on design, development, preparing production, passing regulations, and driving demand. And you can only do safe and evolutionary designs if your customers are buying those things. Jaguar, bless it, has always struggled to make money – constantly squeezed between luxury brands and premium brands, it never seemed to know where it fitted. Budget Aston Martin equivalent or BMW rival?
Then came the Type 00. And boy did it get attention. Right from the beginning, they dropped a fashion show inspired ident video which created a social media storm – a lot negative, especially from older, male viewers. Even the likes of Nigel Farage and Elon Musk chimed in with their quickly formed negative opinions. Musk, of course, owns a car company, so he’s going to use his reach to knock a competitor.
Continue reading “What the hell Jaguar? Let’s take a look at the Type 00”