Rawdon Glover

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.

Rawdon Glover, Managing Director of Jaguar, leads the charge in the brand's electrifying relaunch aimed at a younger audience. He discusses the bold decision to pause sales and completely redesign Jaguar amidst shifting consumer demographics. Rawdon dives into the visceral reactions sparked by the launch video and the brand's commitment to innovate in the age of electrification. He shares insights on maintaining brand integrity while embracing modern design and the excitement surrounding Jaguar's partnership with Waymo.

Rawdon Glover, Managing Director of Jaguar, unveils the audacious rebranding strategy that aims to reposition Jaguar as a leader in the all-electric luxury vehicle market. He shares insights on the halted UK car sales and introduces the striking Type 00 concept. Glover discusses the backlash from traditional fans and the bold marketing strategy that sparked debate, while emphasizing the importance of daring creativity in changing automotive identity. He stresses that Jaguar isn’t trying to please everyone, showcasing a future-focused vision for the iconic brand.