As you cannot have failed to notice, Jaguar has stirred up something of a storm for itself of late, earning more airtime and column inches in just a few weeks than in the past decade through its divisive rebranding and the subsequent unveiling of its Type 00 concept car.
Social media feeds, news sources and forums have been awash with critics and petrolheads (I know a few!) bemoaning the beloved brand’s rejection of its British heritage and betrayal of its ‘core customers’, stereotypically perceived to be upper-middle class, conservative white men over the age of 60.
In reality, this segment has not made up the majority of Jaguar’s customer base for some time. Therefore, if those traditionally associated with the brand have been somewhat put off by the provocative campaign – as public scorn from notable figures such as Elon Musk and Nigel Farage would suggest – that may be no bad thing at all for Jaguar. Indeed, the high-fashion style teaser ad and the pink-toned concept car suggest the brand is looking to deliberately disassociate itself from this customer profile and refocus on a new target market, one that may even have been just as put off by the Jaguar of old: women of status with high disposable income, seeking elegant cars that showcase their personal identity.
