Rory Sutherland

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.

I really, really like those because I can't buy one.

And the reason is because part of my shtick, okay, is being a bit left field.

And if I drive around in an Audi, it kind of screams I work in financial services.

Right.

Okay?

You know, I aspire to managerial roles.

Do you see what I mean?

And so, you know, I've always bought slightly weird cars.

I don't know.

I've been trying to know what you have.