I hate to burst all the bubbles on both sides of the discussion but the reality is that the auto industry is headed for a major revamp, top to bottom. Jaguar Land Rover owner's Tata Motors India business
HAS NO VALUE, CLSA says. The 2020 product launches were still born, dead, DOA. Avis is in trouble, Hertz cancelled 90% of their new vehicle orders. The commercial sector is frozen while the private sector cost of credit is rising. Into this headwind JLR's plans are for a $100K+ virtual LR4 rebadged as a SVO? Time to wake up, which it appears some are.
With the backdrop that JLR has lost billions and Jaguar and Land Rover engineering have been 'rationalized' into a single team, JLR is moving forward. Jaguar racing are on the chopping block. Where is JLR headed given that the restart of sales will be 2021 models with a mid-range that will see Ford Bronco and improved Rubicon's? Maybe even a Ineos Grenadier? Let the $100K LR4 be your guide. The 'design language', previously criticized here, is about to change again.
Jaguar To Come Up With A Bolder Design Language For A Higher Brand Appeal
".....It has come to light that Jaguar plans to prepare a sharper brand identity through a new design language that will be bolder in nature. Speaking to a media outlet, Julian Thomson, Design Direction, Jaguar, said, “In the past few months, we have been experimenting with the boundaries of what the brand can be. Now is the time for changing the backdrop and to really start afresh.” The design chief has revealed that the company has become more modern and have been on an expansion spree.......
......At the moment, the company’s product portfolio carries a typical family look, with all the cars sharing many signature styling elements......
.......“I want to move away from the middle ground and do things which are a little bit more exotic “I don’t want to keep chasing the pack. Jaguar is about innovation. It should be about leading and setting the pace.” he further added............"
JLR will be moving upmarket to more exotic, more modern products to differentiate them from the competition and justify the much higher cost.
https://gaadiwaadi.com/jaguar-to-come-up-with-a-bolder-design-language-for-a-higher-brand-appeal/