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

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
18:41 - The Spirit of Jaguar Campaign
20:46 - Why the metrics for electric cars need to change
22:13 - Why the new Jaguar is a bargain at £130,000
25:34 - Will petrolheads like this car?
26:37 - Why electrification changes the paradigm of what’s possible
30:47 - Rory’s pitch for removing battery anxiety
33:08 - Why Ferrari and Lamborghini took different approaches to EVs
35:21 - Will the new Jaguar be a Waymo?
36:27 - How are Jaguar predicting demand for this car?
36:41 - How will Jaguar predict demand for the car?
37:57 - The marketing plan for the new Jaguar
40:57 - Is the residual value of electric cars a worry?
42:12 - Customisation options for the new Jaguar
46:03 - What would Rory do if he was in charge of Jaguar
49:26 - The decision behind the bold car colours

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(269)

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning arou...

10 Kesä 59min

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

George Felix, CMO of Chili’s, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to vi...

3 Kesä 1h 4min

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business.From driverless cars and Silicon Valley thinking, to the dange...

27 Touko 1h 4min

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad cho...

20 Touko 1h 3min

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this epis...

13 Touko 44min

Marketing lessons from 20 years at Google - Dan Taylor

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world’s most influential companie...

6 Touko 48min

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to r...

29 Huhti 43min

Marketing in the age of AI with Adobe Enterprise CMO, Rachel Thornton

Rachel Thornton, Enterprise CMO at Adobe, joins us to unpack how one of the world’s leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching compl...

27 Huhti 39min