. It’s so off-message that it almost feels like the company is trying to annoy people on purpose.
Or maybe Jaguar—not to mix metaphors—has been smart like a fox. Its first electric vehicle will be released on December 2. By creating such an enormous stir, hasn’t it also created unprecedented press? Here’s a sampling of views:
• Some say the move is genius. With Jaguar sales lagging behind Land Rover, parent company JLR has caused consumers around the world—even those who could never afford to purchase a Jaguar, electric or otherwise—to come running to defend the nearly 90-year-old brand.
• Others are extremely put off by the rebrand. This Drum article outlines many of the objections.