By announcing a future electric vehicle that breaks radically with its discreet codes, scrapping its historic logo and launching a highly inclusive campaign, Jaguar is taking its usual community head-on.
A gamble too far, or the road to salvation?
Jaguar, owned by the Indian car company Tata Motors since 2008, is taking a very steep turn with a new video and an electric concept car that breaks with its own codes and those of the virile, elegant man behind the wheel.
While some of the brand’s owners have voiced their disapproval of this revolution, it remains to be seen whether the move will bring in new customers.
In any case, the brand, which recently ceased all production to prepare for an all-electric era by 2026, is particularly in need of such an initiative, as its results have been declining for at least the last three years.
Exuberant modernism
In any case, the brand has managed to make a splash by unveiling the prefiguration of an electric coupé, the real model of which should go on sale at the end of 2025.
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Featured Photo: © Jaguar
