Well, if Jaguar's intention was to guarantee attention on the launch of their new brand, then they certainly achieved it. While it is not as disruptive as some industry experts predicted, it will certainly turn heads. Over Jaguar's 90-year history, nothing has created the type of chatter that this event created. The launch style was industrial and edgy. The British grime MC and rapper Skepta wouldn't traditionally be a Jaguar brand ambassador. But then Jaguar wanted to create ripples in the market. And they certainly did. Jaguar CEO Jerry McGovern said that it will make people feel uncomfortable and it will polarize. Launching in Miami pink and London blue, it certainly will get people talking, and just like American politics, may end up being polarizing.
What can British manufacturing and FMCG leaders learn from the Jaguar launch?
Firstly, the reality is that people celebrate Jaguar's heritage, but the numbers far outnumber those who actually want to buy their cars. Rather than producing cars as they always did, following traditional brands, they decided to pivot completely. A few weeks ago, nobody was particularly interested in Jaguar. But then, out of the blue, with this launch, a global conversation started. People are talking about Jaguar across the world, and they haven't even launched a product yet.
As one pundit quite rightly pointed out, museums can live on the past alone, but commercial businesses can't. They must turn whatever heritage they have into something that a sufficient number of customers are willing to pay enough for.
For the UK manufacturing and FMCG industries: sometimes, a complete break from the past is the best bet for the future - targeting a completely different audience, challenging brand perceptions, and showing a more inclusive and diverse product has the potential to be a winning strategy.
Not every manufacturing leader has the ability to pivot in such a dramatic way. However, in our opinion, the core message is this: Recognise market shifts, react, and pivot as required. Don't be afraid to think outside the box.
David Bowie, Vivienne Westwood, Jaguar. Three iconic names that we never expected to find beside each other. And yet, at the recent launch of the Jaguar Type 00, that's exactly what happened. As the Jaguar tagline states, "Copy Nothing." For the new launch, Jaguar certainly went its own way and did not copy anything that went before.
Watch the launch here on Jaguar's YouTube channel here.
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