What do you do when your world-class brand is in decline. Carry on as before and try to sell the same products to the same customers? Or do you re-brand it as something entirely new?
That was the question facing Jaguar, one of the crown jewels of the British automotive industry. It's a company associated with speed, style and status -- sweeping lines, long bonnets and big engines. On paper, it sounds like the perfect product, but the company has been struggling for years.
Sales have slumped in the face of stiff competition from the likes of BMW, Mercedes and Audi. In 2021, Jaguar took the bold decision to ditch its petrol past and reinvent itself as a maker of exclusively electric luxury vehicles. Last month, its marketing team gave the world a first glimpse of the company's new vision. See if you can spot what's missing...
Chapters:
0:00 Jaguar's car-free vision of cars
2:40 Manfredi Ricca, Global Chief Strategy Officer, Interbrand
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