When Jaguar said “Copy Nothing,” the company really, really meant it. Love it or hate it, the Type 01 is a very striking vehicle; with its almost cartoonish cab-rearward proportions and designo-luxe-minimalist interior, the car looks strikingly different from any Jaguar ever made.

But they don’t want it to be like any Jaguar ever made. That was clear when the brand killed all of its cars and relaunched with a new aesthetic. Was it ill-advised? Maybe, maybe not; it certainly got people talking about the brand in ways that no one had ever done so before, although much of the conversation wasn’t… great. The brand found itself in the middle of an international culture war, with Jaguar’s rebrand and relaunch arriving in the midst of a public debate about so-called “woke” values. However you feel about Jaguar’s new car or its rebrand, it’s clear that the company is courting a new set of customers.

And who might those customers be? Americans, mostly. During my time at JLR’s facilities in Gaydon, England, Jaguar explained part of its sales plans and target markets for the Type 01. In theory, you’d think that in the land of the big SUVs and softening EV demand, the brand would focus more on Europe or China for its latest EV sedan effort. But no. S. and Canada are its most important markets. S. and Canada.

Source link