Does that look like a crew you want designing and building your car?
Would you board an aircraft if that was the crew that designed and built the aircraft?
“We needed to take risks, we needed to be fearless, and in doing so, we recognized that the design might polarize,” Rawdon Glover, Jaguar’s managing director, said in an interview with the Wall Street Journal. “That’s absolutely OK. It doesn’t need to be for everybody.”
Glover said the marketing campaign introduced “a new design language, to reflect the new luxury positioning and appeal to a younger, affluent audience interested in design who may have associated Jaguar with a very male midlife crisis.”
“Jaguar expects only 15% of its current customers to buy its cars once its rebrand is complete,” WSJ reports.