How Jaguar lost its way - long before that polarising advert

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How Jaguar lost its way - long before that polarising advert - BBC Business

Quick Summary:

Within JLR, there is widespread recognition that something had to change."Jaguar's performance over the past 10 years has been challenging," Rawdon Glover admitted in a previous BBC interview.

Branding experts have mixed views about the campaign."What we had was a really bold advertising campaign, that has now been followed through seamlessly with a concept car that completely matches the campaign," says Mark Beaumont, founder of branding agency Dinosaur."It is potentially a masterclass in advertising awareness".

Angular, aggressive, with a huge bonnet and more than a hint of Batmobile, the new design also polarised opinions."Even Gen Z hate the new 'woke' Jaguar! " declared the Daily Mail."Mark my words, Jaguar will go bust," Reform Party leader Nigel Farage predicted on X.