Rawdon Glover, mangaging director of Jaguar, is the man charged with steering the beloved brand through its rebirth – and it hasn't all been smooth sailing.
After Autocar finished riding in the brand's 1000-plus-bhp electric GT for the first time, we sat down with Glover to discuss the rebrand and what comes next. This is what he had to say...
Is this first new-gen Jaguar now finished?
"It's nearly finished. You rode in a prototype of the production car, and we've now built around 150 prototypes of the finished car to complete all the testing we need to do: aerodynamics, crash testing, dynamics and much more. That's very well advanced."
How would you define the driving characteristics of the new Jaguar?
"We're really excited about its dynamic character. We went back through the best Jaguars of the past to isolate their best driving features. They have things like power in reserve, comfort at high speed, refinement, a quality of being always engaging without being out-and-out sports cars. We think 'GT' is the right description for this car."
Another phase of the launch starts today. How will the reveal proceed?
"We'll take the covers off the production model next summer, but there will be a variety of build-up activities leading up to that. Deliveries should start around the end of the year."
Are we still right to quote a price of £120,000?
"We believe the core price will be £117,000 to £120,000 but there's a design vision that owners who choose the highest-output model and take advantage of the opportunities we'll provide to personalise their cars could pay £150,000 or more. There's a big gap between the top of the premium car class at about £110,000 and the uber-luxury class Bentley and Rolls at £200,000 and more. That gap is where we're aiming."
You seem to have rediscovered your heritage again. How will you use it in future?
"A lot has been made of how we've used our heritage. The past is vital after all, we're in our 90th year but perhaps we haven't explained well enough that Jaguar shouldn't want to repeat itself. It's not in our DNA. Look at the step from E-Type to XJS. One of my key learnings since we first showed the Concept 00 a year ago has been that we didn't take enough time to explain why Jaguar had to change. When you lay that out clearly, people tend to get it."
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"The naming of our concept car was pretty directional. The word 'Type' is of huge significance at Jaguar. The use of 'zero zero'
The New Jaguar Type-O.
There, I've revealed it! Now, if only autocorrect would fix Jaguar as they still need to find a competent CEO.
They're targeting to have only 20% of the dealers they had, for a car they are aiming at Bentley, tells you enough. They've decimated the company, and even then their ambitions are beyond the reality of the situation. They'll be lucky to keep that 20%.
Claiming the problem is they didn't explain their plan to customers sufficiently is pompous arrogance. The market is about to teach them a lesson.
Rawdon Glover says 'look at the step from E Type to XJS'.....well that didnt go too well either!
People are getting all affectionate about XJS's now, but in period it wasnt a success. I used to sell the bloody things, so I know how well it (didnt) go down.
S Type disaster in retro...Xtype, catostrophe - Mondeo in drag. Too many really bad design decisions eroding the brands fabulous history. Meanwhile BMW/Audi/Mercedes-Benz made hay and took the business away.
Its a long road back, and I dont think this munter has the legs, nor will a single model put Jaguar back on the map.
"One of my key learnings since we first showed the Concept 00 a year ago has been that we didn't take enough time to explain why Jaguar had to change. When you lay that out clearly, people tend to get it." - So, what is it then, cause you've still not told us? I kinda get why they want to make this move upmarket. They'd argue that against BMW, Mercedes etc they were always an also-ran without the clout to fully compete (hence the sub-standard offerings), but if they can't compete in the middle ground how do they think they'll fair in the luxury market? If you can splure £150k on a new car you can probably run to enough for a Rolls or a Bentley. I'm not sure if I had that money I'd really take Jaguar seriously, especially not outside the UK.