The how and why of Jaguar’s reinvention | Deep Drive Podcast Ep.38 | Autocar India

Jaguar is reinventing itself as a maker of high-end EVs. But while the first model from the 'new' Jaguar only comes in 2025, it's the carmaker's rebranding exercise that has made headlines and lit up social media. Hormazd Sorabjee - Editor, Autocar India - and Sergius Barretto - Managing Editor, Autocar India - discuss the need for the rebrand, the response to the new logo as well as the products that will essentially make or break the brand.

Producer: Nikhil Bhatia
Editor: Deven Bhalla
Archives: Shrey Vaid, Lincon Rodrigues, Ganesh Jadhav

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Chapters -
0:00 - Introduction
2:20 - Reinventing Jaguar
4:25 - Why Jaguar's rebranding made headlines
7:55 - Jaguar Type 00 concept
10:55 - Thinking like a start-up
12:45 - Marketing revamp
14:50 - Link to the past
16:15 - New platform and products
17:18 - Market for high-end EVs
20:30 - Living in Land Rover's shadow
21:12 - Potential in India

Autocar India is your one-stop source for test drive reviews & comparison tests of every new car and motorcycle launched in India. We also offer a great mix of other automotive content, including weekly news, motor show reports, travelogues and other special features.

#autocarindia #jaguar #deepdrive #podcast

[autocarindia]

Chapters -
0:00 - Introduction
2:20 - Reinventing Jaguar
4:25 - Why Jaguar's rebranding made headlines
7:55 - Jaguar Type 00 concept
10:55 - Thinking like a start-up
12:45 - Marketing revamp
14:50 - Link to the past
16:15 - New platform and products
17:18 - Market for high-end EVs
20:30 - Living in Land Rover's shadow
21:12 - Potential in India

[copinonino]

Jaguar has successfully rebranded itself as cheap, pretend, psuedo luxury bathroom fittings and faucet maker!!!

[dogaredeemer]

Hormazd is trying hard to be subtle and kind in criticism, his disdain is totally understandable

[dogaredeemer]

As a classic 1948 Jaguar owner. I feel they suddenly made all prior jaguar owners disappointed

[Pooja-dbme]

Love Hormazd's analogy, "Patek Phillipe with a Quartz"
Spot on, exactly why that category doesnt excite beyond the specs and does not drive sales

[AbhishekAbhyankar]

I own a jaguar and I would have never bought it if I knew they would kill the brand in this way. Design boss should be fired and ceo should issue public apology and walk back on idiotic design decisions.

[kunalkunde]

Patek Philippe with a battery powering a quartz movement!!! 😂

[chandan]

This is the best way to save Jaguar brand. They are anyway failing in ICE version and this rebrand + Electrification is the best option to save themselves.

[glenivan]

Hormazd is so based at 18:00 EV’s are more appliances than cars. The Patek analogy is perfect. Contrast the reception to Gordon Murray’s T50 or the Porsche 911 S/T - cars that made us all drool with excitement!

[MNA]

Jaguar is one of the most prestigious brands in automotive history and commands rich heritage shared by a select few brands (Porsche and Alfa to name a few). Imo they should’ve continued to lean into their history w.r.t. the design while entering into the EV market. Most EVs look boring and if you bring a familiar name and design into that space, it’s going to bring you customers from non-EV market - Ford Mustang Mach-E and Porsche Taycan are good examples of this theory. I’ve owned a Jag for 5 years (2017 XE 35t) and it was without doubt one of the best cars in its segment from a design, handling, and overall performance standpoint. It’s been sad to see the brand like this these past couple of years and I hope this rebrand works out for them.

[yashshukla]

It's not REBRANDING it's BETRAYAL

[akashrocksaks]

One thing that stands out from start to end in this video was disappointment in Hormazd Sir's voice... He is always so happy and jolly during the podcasts... And I agree with the sentiment... Killing the legacy is never a wise idea.. sadly the legendary Jaguar is now a chapter of the past... Lets see what the future brings for this Jaguar..

[Reddylion]

Mahindra EVs good, all the best for jag EVs also,

[autocarindia]

Prefer to hear the Autocar India Deep Drive Podcast? Listen on:

[frankrivvi]

I’ve owned my jaguar XKR for nine years now and I have loved it, but to be honest I’m a little embarrassed, driving it now after this new campaign

[gobimurugesan]

They want to become ultra luxury car brand. Selling just 10k or 20k cars. I like the idea. It's better than losing money. Also now they got all the attention

[anuraagt]

Thank you, very insightful and helpful.

[chandermotwani]

Brilliant Content & Awesome Insights 🤘🏻👌🏼🚗💯

[nilanjanghosh]

One thing is for sure, The production cars will be very polarising, either you'll like it or absolutely hate it.

[Star-dssd]

Can Saturday Podcast be Around 7 / 8 PM