Anyone who reads articles here will know my affection for the Jaguar marque but also my disquiet about the direction it is being taken. Bold decisions were needed with Jaguar, but bold needs to be executed sensibly. I cannot think of one decision that would describe Jaguar's treatment in recent times as sensible.
The design of the new range of Jaguar EVs looked appalling in my opinion. One could tell that designers of the quality of Ian McCallum were not part of the process. The new CEO has shown JLR design boss Gerry McGovern the door. There could be various reasons as to why his departure happened, but I won't speculate.
The new designs and the premium/electric direction Jaguar is being taken cause me to fear for its future because I am not sure it will work. Can JLR afford to recalibrate Jaguar again, or are they committed to continuing their current trajectory? I would say the latter, unfortunately.
PS. For more on Jaguar, simply click on 'Brand - Jaguar' in the Labels column.
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