Jaguar to come up with an exclusive design language, says the brand’s design boss

KUALA LUMPUR: The automotive industry is going through a phase where change is inevitable. From electrification to autonomous and connected mobility, automakers are working out the ways for adapting the changing world. The same is the case with British marque Jaguar, which plans to leverage this opportunity by adopting a more elegant and exclusive design language for a sharper brand identity.

In a recent interview with Autocar India, Julian Thomson, the new design boss of Jaguar, said, “In the past few months, we have been experimenting with the boundaries of what the brand can be. Now is the time for changing the backdrop and to really start afresh."

Thomson states that the brand has become more contemporary in recent years and has entered a period of expansion and consolidation. Though, the future challenges are ahead, which calls for a stronger brand.

“We are seeing lots of new brands from China, start-ups from America, and a lot of strong competition, particularly from the Germans. So it is very important that we establish a very strong Jaguar identity going forward. For a brand like Jaguar, we really want to build on our history because that is what our customers want, be part of that exclusive club,” he further said.

If we talk about the ongoing lineup of the brand, it poses a typical family look with several design cues. However, it was necessary as the company entered into different segments during the past few years. He mentioned, “We've got into some very competitive vehicle segments, with not just the sedans (XE and XF), but also the crossovers (E-Pace and F-Pace). Those are very carefully controlled segments in the market, everyone has entry points into those brands.”

About the future plans, he stated, “I'd like our cars to stand out more and be more different than they are at the moment. I'd like the interiors to be more special and the cars to look even more beautiful. I want them to be more identifiable."

For that matter, the Jaguar models will now have more distinctive designs, and would not be just built for satisfying segments of markets. Furthermore, the role of the new Advanced Product Creation Centre of the company is also crucial in this. The facility was started last year, it brings together all the functions under one roof, including design, engineering, and production purchasing. The center is meant for leveraging the latest technological tools for designers with the purpose of bringing out more variations in designs. It provides more creative freedom to them.

In the context of Covid-19 impact on mobility, he said, “This is a big opportunity for electric cars and smaller cars as well.”

For the future, Jaguar is working on two new models, J-Pace SUV and all-electric XJ luxury sedan, which are expected to be revealed in the coming months.

Also read: Jaguar Land Rover plans to restart production from May 18