Rory Sutherland

What are they trying to do?

So I'm just explaining this just in wider context, which is...

They fundamentally made a mistake.

I can't blame them for doing it because we all do this.

We all benchmark against our most obvious competitor.

Don't benchmark against your most obvious competitor.

All you'll do is make yourself a copy of them.

And Jaguar was always trying to compete head-to-head with BMW, Mercedes, and Audi.

And bluntly put, because of the scale of those entities, it was always going to lose.

Because if you're the kind of person who's happy to buy a BMW, an Audi, or a Mercedes, and you're also happy to buy a Jaguar, you'll probably end up buying an Audi, a Mercedes, or a BMW.

Simply because of scale, winner takes all effects, all manner of other things.

So if Jaguar needs to survive in the electric car age, making its cars in the UK, which as a Jaguar lover, I dearly want them to continue to do, they've got to find a different kind of target audience rather than benchmarking themselves against companies which have gains to scale and a whole load of advantages they can't replicate.

And so going for what you might call the car of choice of the wealthy, younger, creative class.

Reasonable bet.

It's a reasonable bet.

Okay.

I work in advertising.

Okay.

I'm a massive car lover.

I really, really like, for example, the Chris Bangle era BMWs I thought were magnificent.