Uncensored CMO Rory Sutherland & Rawdon Glover - How Jaguar pulled off a design & engineering miracle
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Apr 1, 2026 
Rory Sutherland, behavioural scientist known for sharp takes on perception and pricing, and Rawdon Glover, Jaguar MD who led the new EV’s design and launch, discuss the car’s radical reinvention. They cover design influences, engineering choices that marry comfort with performance, extreme testing on ice, rethinking EV metrics and anxiety, and the marketing and launch strategy behind this bold model.
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Design Engineering Driven By Brand Essence
- Jaguar started by defining the brand essence then engineered dynamics to match that emotional feel rather than retrofitting design to engineering.
- Rawdon Glover forced engineers to study classic Jaguars and deliver refinement, control and a feeling of reserved power consistent with brand DNA.
Choose Conflicting Goals To Force Innovation
- Jaguar deliberately set contradictory goals (low silhouette, high comfort, long range, high power) to force creative engineering solutions.
- The team treated those trade-offs as design constraints and found integrative technical workarounds rather than accepting compromises.
Ice Lake Testing Exposes Torque And Cold Efficiency
- Jaguar tested prototypes on frozen lakes in Sweden to refine torque and power delivery under very low-grip conditions.
- Rawdon argued if it works on ice it will handle wet rainy nights and also exposes cold-weather battery and charging behaviour.