Jaguar announces a new beginning ending 89 years of tradition

Motor Torque with David Berthon

On Tuesday Jaguar in a major move from tradition announced a new beginning
as it moves to release an all-electric range. And its obvious that the new breed of
Jaguars will be nothing like we’ve seen before. A bold new design language and
the creation of a new type face for the Jaguar logo on a new line of models that
have no connection with the past. Their new war cry – Fearless, Exuberant,
Compelling – this is Jaguar, reimagined. A bold move 89 years after its founding.
All will be revealed during Miami Art Week on December 2 when the first new
model will be unveiled. The company’s re-invention based on selling fewer cars at
higher prices and have them deliver healthier profits and an expectation the
company will only retain 10-15 percent of its existing customer base. It’s a bold
move by any measure that will upset Jaguar traditionalists. I’m David Berthon

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