Rory Sutherland & Rawdon Glover - How Jaguar pulled off a design & engineering miracle

About this episode

A discussion on Jaguar's controversial rebrand and the design and engineering behind the new car.

Last year, I sat down with Jaguar MD Rawdon Glover to unpack one of the most controversial rebrands in automotive history. Now, the car is real and I got a chance to ride around the test track in it. Joined by Rory Sutherland, we travelled to Jaguar’s HQ to experience the new car in prototype form. What followed was a conversation on whether this radical reinvention is genius or madness. We dive into the thinking behind the design, the disappearing trade-offs between performance and comfort, and why Jaguar is deliberately challenging convention. Rory brings his trademark perspective on behaviour and perception, including how to rethink “range anxiety” and what makes a product feel truly desirable. This is a rare look inside a brand attempting one of the boldest transformations in modern automotive history. Timestamps 00:00 - Start 01:10 - What has gone into creating the new Jaguar? 04:00 - Balancing performance and comfort 05:43 - The power of choosing conflicting goals 07:51 - Why the new Jaguar is being tested on ice? 10:32 - How close is the concept car to the production car? 12:54 - Who is the target audience for the new Jaguar? 14:30 - The design process of the new Jaguar…

People in this episode

Host: Jon Evans

Guests: Rory Sutherland, Rawdon Glover

Topics covered

• automotive rebranding
• design and engineering
• performance vs comfort
• consumer behavior
• electric vehicles
• product desirability
• brand transformation

Keywords

• Jaguar
• rebranding
• automotive design
• performance
• comfort
• electric cars
• consumer perception
• range anxiety
• product desirability

Mentioned in this episode

Organizations: Jaguar, Jaguar MD

Products: new Jaguar

Places: Jaguar’s HQ

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