In an exclusive interview with CGTN Europe, Jaguar’s managing director stood by the company’s recent rebrand.
Rawdon Glover says the new vehicles are ‘taking Jaguar back to its natural habitat’.
Rawdon Glover says the new vehicles are ‘taking Jaguar back to its natural habitat’.
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00:00What we have to do is to create new fans for the brand.
00:04We're trying to carve a path back, which has not been done before.
00:07What Jaguar can't be, and perhaps the last 25 years has demonstrated that,
00:11we can't be a heritage brand.
00:14We want to bring as many of our current Jaguar fans with us on this journey.
00:19This is not about leaving anybody behind.
00:23Really, the point is, is where was Jaguar at its very, very best?
00:26And actually, when Jaguar was at its best, it made highly desirable,
00:30highly differentiated, beautiful, automotive objects.
00:34So in that sense, we're taking Jaguar back to its natural habitat.