Rory Sutherland

It was, as someone said, it was less a branding exercise than a de-branding exercise. You might make the contrary position, which is that it got millions and millions of people all over the world talking about Jaguar, which hadn't happened for years. Now, I'm not one of those people, any publicity is good publicity. That emphatically is not true, okay? However...

It was, as someone said, it was less a branding exercise than a de-branding exercise. You might make the contrary position, which is that it got millions and millions of people all over the world talking about Jaguar, which hadn't happened for years. Now, I'm not one of those people, any publicity is good publicity. That emphatically is not true, okay? However...

It was, as someone said, it was less a branding exercise than a de-branding exercise. You might make the contrary position, which is that it got millions and millions of people all over the world talking about Jaguar, which hadn't happened for years. Now, I'm not one of those people, any publicity is good publicity. That emphatically is not true, okay? However...

It did signal the fact, and by the way, it's not as if Jaguar hasn't done this before, okay, that a big change was afoot and that something remarkable was going to emerge. And the new car, by the way, which we've only just seen this morning, just for people listening. I haven't seen it. What is it? It's highly polarizing. It's an extraordinarily bold design. I personally like it.

It did signal the fact, and by the way, it's not as if Jaguar hasn't done this before, okay, that a big change was afoot and that something remarkable was going to emerge. And the new car, by the way, which we've only just seen this morning, just for people listening. I haven't seen it. What is it? It's highly polarizing. It's an extraordinarily bold design. I personally like it.

It did signal the fact, and by the way, it's not as if Jaguar hasn't done this before, okay, that a big change was afoot and that something remarkable was going to emerge. And the new car, by the way, which we've only just seen this morning, just for people listening. I haven't seen it. What is it? It's highly polarizing. It's an extraordinarily bold design. I personally like it.

It seems to come in two colors, Miami pink and London blue. And the idea of a pink Jaguar is transgressive.

It seems to come in two colors, Miami pink and London blue. And the idea of a pink Jaguar is transgressive.

It seems to come in two colors, Miami pink and London blue. And the idea of a pink Jaguar is transgressive.

Now, if you look at it from the mindset of a game theorist, okay, if you're a volume car maker... Electrification is goddamn terrifying. It's Clay Christensen and the innovator's dilemma because you've got this huge sunk cost in both expertise and plant in producing internal combustion engine cars. You have this incredible engineering heritage.

Now, if you look at it from the mindset of a game theorist, okay, if you're a volume car maker... Electrification is goddamn terrifying. It's Clay Christensen and the innovator's dilemma because you've got this huge sunk cost in both expertise and plant in producing internal combustion engine cars. You have this incredible engineering heritage.

Now, if you look at it from the mindset of a game theorist, okay, if you're a volume car maker... Electrification is goddamn terrifying. It's Clay Christensen and the innovator's dilemma because you've got this huge sunk cost in both expertise and plant in producing internal combustion engine cars. You have this incredible engineering heritage.

which, you know, don't get me wrong, I love that stuff. I love steam trains, OK? I love red telephone boxes. I love driving gloves, E-types, you know, girls from Lucy Clayton being taught how to get in and out of an E-type without showing your pants, OK, which apparently was something that finishing schools taught in the 1960s. All of that heritage is wonderful.

which, you know, don't get me wrong, I love that stuff. I love steam trains, OK? I love red telephone boxes. I love driving gloves, E-types, you know, girls from Lucy Clayton being taught how to get in and out of an E-type without showing your pants, OK, which apparently was something that finishing schools taught in the 1960s. All of that heritage is wonderful.

which, you know, don't get me wrong, I love that stuff. I love steam trains, OK? I love red telephone boxes. I love driving gloves, E-types, you know, girls from Lucy Clayton being taught how to get in and out of an E-type without showing your pants, OK, which apparently was something that finishing schools taught in the 1960s. All of that heritage is wonderful.

But when technology comes in, I mean...

But when technology comes in, I mean...

But when technology comes in, I mean...

okay blackberry purists okay this is this is you know this is a kind of rim moment where electrification fundamentally changes what it means to be a great car because probably reliability assuming the software doesn't go wonky is going to be pretty damn good okay now i i recently had a bit of an issue where somebody said electric cars are expensive and i kind of went well

okay blackberry purists okay this is this is you know this is a kind of rim moment where electrification fundamentally changes what it means to be a great car because probably reliability assuming the software doesn't go wonky is going to be pretty damn good okay now i i recently had a bit of an issue where somebody said electric cars are expensive and i kind of went well