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Jaguar managing director says rebrand critics are not target customers as Type 01 electric saloon nears 2027 launch
Rawdon Glover, managing director of Jaguar, has defended the brand's November 2024 rebrand and Copy Nothing campaign, stating that those who criticised the marketing are not its target customers. The campaign, which featured models in unconventional attire and no vehicles, sparked controversy that escalated into cultural debate, with some comparing it to the Bud Light boycott in the United States. Jaguar's first electric saloon under the new strategy, the Type 01, is scheduled to arrive in early 2027.
Why it matters
The statement signals Jaguar's commitment to a repositioned brand identity as it transitions to electric vehicles, potentially reshaping its customer base and market positioning. For charging infrastructure planners, the 2027 Type 01 launch timeline provides a marker for premium EV demand patterns and associated charging requirements in the luxury segment.