Jaguar relaunch - genius move or marketing madness with Rawdon Glover, Jaguar MD

Summary

Podcast Summary: "Jaguar Relaunch - Genius Move or Marketing Madness"

Title: Uncensored CMO
Host: John Evans
Guest: Rawdon Glover, Managing Director of Jaguar
Release Date: August 6, 2025

1. Introduction

In this engaging episode of Uncensored CMO, host John Evans welcomes Rawdon Glover, the Managing Director of Jaguar, to discuss the ambitious relaunch of the iconic brand. The conversation delves into the strategic decisions behind Jaguar's transformation, the challenges faced, and the vision for the future of the brand.

2. Rawdon Glover's Journey to Jaguar

Rawdon Glover shares his extensive background in the automotive industry, highlighting a diverse career path that led him to Jaguar.

[00:58] Rawdon Glover: "I studied business studies, then thought marketing... I started my career with the Disney Corporation... set up the UK National Lottery... marketing director of Audi in the UK... worked for Volkswagen Group across various brands... joined JLR about 12 years ago."

Glover emphasizes his passion for marketing and operations within the automotive sector, culminating in his current role overseeing Jaguar.

3. Challenges Facing Jaguar in the Current Market

Taking the helm during a tumultuous period marked by COVID-19, supply chain disruptions, and declining sales, Glover outlines the formidable challenges Jaguar faced.

[02:49] Glover: "We're going to completely reset... reposition the brand... Jaguar is a cherished brand, probably why there's been so much interest in what we're doing in a positive way."

Glover describes the decision to make significant changes to Jaguar's strategy, moving away from incremental adjustments to a comprehensive brand overhaul.

4. Strategic Decision: Revolutionizing vs. Evolving

A pivotal point in the conversation revolves around whether to evolve Jaguar gradually or undertake a revolutionary transformation. Glover explains the rationale behind choosing the latter.

[04:28] Glover: "Most brand management is about small incremental steps... But the technological and competitive landscape required us to make a big change, a complete reset."

He cites the need to compete effectively against German premium brands and to return Jaguar to its roots of producing beautiful, high-quality sedans and sports cars.

5. Targeting a Younger Demographic

Recognizing a shift in wealth demographics, Glover discusses Jaguar's conscious decision to attract a younger audience.

[09:55] Glover: "Wealth is definitely getting younger... Over the next 20 years, inherited wealth will turbocharge this dynamic."

He highlights that traditional luxury car buyers are aging, and to sustain growth, Jaguar must appeal to newer, younger wealth holders.

6. Reimagining Jaguar’s Brand Identity

Rebranding Jaguar involves maintaining iconic elements while introducing new design languages tailored to an electric future.

[12:24] Glover: "The Leaper is retained but reinvented to fit the new design language... We've developed new icons like the strikethrough, a visual device integrated into the vehicle’s design."

Glover explains the delicate balance of preserving heritage while embracing modernity, ensuring that iconic symbols like the Leaper remain relevant in the electric era.

7. Transition to Electric Vehicles

Jaguar's shift to electric vehicles (EVs) is a cornerstone of the relaunch, aiming to deliver performance without compromising the brand's essence.

[16:40] Glover: "The vehicle will be the quickest, most powerful Jaguar ever... It drives like a Jaguar, with power, reserve, and engaging dynamics."

He assures that despite electrification, the new Jaguar will embody the driving pleasure and performance expected from the brand, even without the traditional engine noise.

8. Design Innovation and Process

The design process for the new Jaguar involved a competitive approach that broke away from conventional automotive engineering paradigms.

[19:09] Glover: "We started with a design competition... 17 full-size vehicles were created, exploring different design languages... We then developed the Jaguar Electric Architecture (JEa) to support the chosen design."

This innovative process ensured that the new design was not constrained by existing platforms, allowing for a truly distinctive and bold aesthetic.

9. Reactions and Media Strategy

The relaunch strategy included a bold teaser campaign that generated significant buzz and polarized opinions, which Glover views as a success.

[27:29] Glover: "We achieved about 1.1 billion OTS opportunities and 500 million social media impressions... It was a deliberate strategy to get people talking."

Despite initial criticism, the overwhelming media coverage signaled strong interest and heightened anticipation for Jaguar's new direction.

10. Future Plans and Sales Strategy

Looking ahead, Jaguar plans to launch the new models next year with a built-to-order approach, emphasizing exclusivity and customization.

[39:33] Glover: "We aim to be built to order... Customers will wait to get exactly the one they want in terms of colors, interiors, trim, etc."

Glover discusses the importance of maintaining luxury experiences through personalized service and limited stock, akin to other premium brands like Range Rover.

11. Conclusion

The episode concludes with Glover expressing confidence in Jaguar's strategic direction and the collective effort of the team to reinvigorate the brand.

[47:57] Glover: "We're trying to get the balance right between custodianship and innovation... It's in the DNA of the brand."

John Evans applauds the ambitious relaunch, highlighting the excitement and anticipation surrounding Jaguar's future offerings.

Notable Quotes with Timestamps

[00:58] Rawdon Glover: "I've done lots of different things... still here in the automotive industry. It sort of gets in your blood a bit."
[04:28] Rawdon Glover: "We needed to make a big change, a complete reset... the best way to make sure Jaguar is here in another 90 years."
[09:55] Rawdon Glover: "Wealth is definitely getting younger... inherited wealth will turbocharge that whole dynamic."
[12:24] Rawdon Glover: "We wanted to stand out, to cut through... we've integrated the strikethrough into the vehicle’s design itself."
[16:40] Rawdon Glover: "The vehicle drives like the very, very best Jaguar... it's going to be a really engaging drive."
[19:09] Rawdon Glover: "We started with a design competition... then we developed the Jaguar Electric Architecture (JEa)."
[27:29] Rawdon Glover: "We achieved about 1.1 billion OTS opportunities... it tells us that people care."
[39:33] Rawdon Glover: "We aim to be built to order... it's part of the desire and part of the process."
[47:57] Rawdon Glover: "We're trying to get the balance right between custodianship and innovation."

This episode provides a comprehensive look into Jaguar’s bold strategy to redefine its brand in the modern automotive landscape. Rawdon Glover's insights reveal a calculated blend of heritage preservation and forward-thinking innovation, positioning Jaguar for sustained relevance and success in a rapidly evolving market.