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Opinion

‘New Jaguar will be “a copy of nothing” – in every way’

Editor-in-chief Steve Fowler thinks Jaguar's rebirth is a risk worth taking

Opinion - Jaguar

There have been plenty of industry whispers about Jaguar’s reinvention, with lots of people moaning about the brand’s apparent silence since the announcement that it would be going upmarket and all electric back in February 2021.

As our exclusive story reveals, Jaguar is working at full chat on the plans, and has chosen to keep its silence on what’s happening – until now. In fact, it was a discussion with Auto Express contributor and former motoring editor of The Sun, Ken Gibson, that led to our story. Ken – who also worked as a consultant at JLR when Ralf Speth was CEO – still very much has his ear to the ground on the British automotive scene. And he pitched the idea of a feature on the future of the famous British brand to us.

What we eventually got was not only more details on how the ‘new Jaguar’ will shape up, but how the brand will get there, including the transition from the old models to the new ones. There was also reassurance that Jaguar has no intention of abandoning existing customers, even though the company is moving upmarket.

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Jaguar says that it will be “a copy of nothing”. You might think that applies only to the design. In truth it runs far deeper than that, relating to every single aspect of the new business. That includes how Jaguar communicates with the media and its customers; it won’t be in the traditional way, whether we like it or not.

We’re some way off getting the first hint of what a new Jaguar will look like – although I’m promised by someone in the know that it’ll be a real ‘wow moment’.

My guess is it’ll take a while for us to come to terms with the fact that a new Jaguar is nothing like an old one. It’s a risk, for sure, but knowing many of the team behind the rebirth of the great British brand, my gut instinct tells me it’ll be a roaring success. 

Now read our exclusive story on Jaguar's future here...

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Editor-in-chief

Steve Fowler has been editor-in-chief of Auto Express since 2011 and is responsible for all editorial content across the website and magazine. He has previously edited What Car?, Autocar and What Hi-Fi? and has been writing about cars for the best part of 30 years. 

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