Exploring the Magic in the Motor Industry
With Wizard Of Oz spin-off Wicked hitting cinemas, what better time to explore how 'magic' works in the motor industry.
The Rebranding of Jaguar
My tale centres on the controversial 'rebranding' of British car firm Jaguar and the subsequent launch this week in Miami of its radical new Type 00 electric two-seater fastback concept car.
In pink with gullwing doors, it is the forerunner of three 1,000hp production cars due in 2026 - a four-door GT grand tourer (with a camouflaged prototype now on test), an SUV and a sporty coupe promising 478 miles on a single charge. Until then, no Jaguar cars are being sold in the UK.
"In the Wizard Of Oz, the omnipotent wizard projects a frightening aura. Only when our heroine Dorothy's dog, Toto, pulls back the curtain is the 'wizard' revealed to be a mere mortal."
Behind Jaguar's Curtain
Having covered this week's Jaguar controversy, let me take you for a secret peek behind the company's car-launch curtain to reveal what really went on.
In early November, I was among journalists invited into Jaguar Land Rover's world-leading design and engineering centre in Gaydon, Warwickshire, for a day-long immersion into its ambitious plans and a preview look at the new model. Upon arrival, we surrendered our phones and signed a Non-Disclosure Agreement threatening sanctions if breached. Inside, we attended a four-hour briefing and walked around the car.
"Radical: Jaguar's Type 00 electric two-seater fastback concept car in 'Miami Pink'"
The Controversy Unfolds
JLR's creative director, Professor Gerry McGovern OBE - the design wizard overseeing Jaguar's 'reimagining' - had promised it would be 'jaw-dropping'. It was. But it was the presentation on Jaguar's re-branding - subsequently dismissed by critics as 'woke' and worse - that set alarm bells ringing.
Jaguar bosses were upfront that they were setting out deliberately to cause controversy. This was no accident. The brand was stale and cars weren't selling. Drastic measures were needed to get it noticed.
"So to 'reimagine' Jaguar," they would ditch "85 per cent of their middle-aged, middle-class customers spending £50,000 per car" and aim higher for "a younger, richer and more diverse clientele willing to spend £100,000 on a dramatic car that dares to be different."
The first came when the rebranding story appeared with a social media advert featuring diverse models on a pink alien landscape - but no car.
The wizards of reborn Jaguar believe their future lies beyond "the yellow brick road." And if that fails? It really is curtains for them.
Panic Behind Closed Doors
DON'T PANIC: As backlash intensified over social media ads without cars shown; executives released teaser photos proving existence amidst NDA embargo breaches.. Critics attacked new look as ‘car crash slow motion’. Enthusiasts & owners’ clubs accused bosses committing commercial suicide turning marque laughing stock .. Managing Director Rawdon Glover denied going woke countered some criticism displayed vile hatred intolerance level ...
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