Rory Sutherland

And I like Burberry Macs, but I'm also cognizant of the fact that because of various things like, you know, central heating and Uber, not many people wear Macintoshes anymore, you know, apart from Americans and flashers, in my experience. I was saying this the other day. Now, there are occasions where...

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.

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.