Jaguar boss Rawdon Glover says the firm’s internet-busting electric relaunch reached nearly a billion people –but one of his key priorities is to manage the fallout with existing customers.
Late last year, Jaguar released a colourful teaser video featuring striking-looking models to announce its transformation, following it up with the Type 00 concept coupé, previewing its new electric design language. But the “delete ordinary”, “break moulds” messaging combined with the current Jaguar range going off sale alienated many owners.
“We do need to create and attract a new client base,” Glover told Auto Express. “But what got lost is that we do care about our existing client base. I’ve been investing a lot of time bringing our existing fans, clients and classic enthusiasts along on the journey – it’s really important to us.”
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