Jaguar isn’t on the brink of a new era – it’s accelerating right through it. Under Rawdon Glover, the brand is uncompromisingly focused on the future – and the Type 00 concept offers a glimpse of what that future looks like.
We spoke with the Jaguar Managing Director about design, the road ahead and just how British the brand still is today.
His verdict? Very British indeed.
There are times when a brand reinvents itself – and Jaguar is currently seizing that moment. Under the leadership of Rawdon Glover, the storied British marque is making a bold fresh start: electric, luxurious, uncompromisingly modern. Type 00 is the first visible sign of this reinterpretation – a concept car that picks up the legacy of the E-Type and reimagines it for today. In our conversation, Glover explains why design is becoming more central than ever to the brand’s new identity – and why the courage to be different matters now more than ever.
Mr. Glover, what does Type 00 tell us about Jaguar’s current strategy?
Jaguar was at its most successful when our vehicles were aspirational and desirable, with bold and fearless designs. We want to take the brand back to its natural habitat, to when Jaguar was at its best, and Type 00 is our first manifestation of this. The “Type” prefix is a link to the brand’s heritage, to models like the pioneering E-Type. The first zero references zero tailpipe emissions; the second represents its status as car zero in our new lineage.
How serious is Jaguar about the Type 00 concept?
Our Chief Creative Officer, Gerry McGovern, has always made it clear that concept cars should inform production cars, so you will see a strong design lineage between Type 00 and our first production car. Of course, the production car will be a four-door GT as opposed to a two-door coupe, but both feature a dramatic silhouette built from a low roofline, long bonnet and sculpted surfaces that are reductive with clean and bold lines.
What are a designer’s responsibilities these days? Are they more like creative directors who are also responsible for consistent and authentic brand experiences?
We have a fantastic creative department with specialists who are reimagining every aspect of the brand with Exuberant Modernism in mind.
Tell us more about this philosophy . . .
What we mean by “exuberant” is that we must be bold, dramatic and vibrant – this applies to our whole brand and all touchpoints, from our vehicles to our upcoming boutiques, digital touchpoints and one-off events. It will be part of the full customer journey, from car design and materiality to brand identity and retail spaces.
Who exactly do you want to get excited about this car?
We believe our cars create strong emotional reactions with anyone who experiences them. But we resonate especially with independently minded clients – people who want to make a bold choice, who are original thinkers with an appreciation of great design. We are targeting wealthy clients, many of whom may never have considered Jaguar before. We also know that this audience is younger and wealthier, more connected, and will likely live in urban locations. This does not mean we are forgetting our current clients – they are some of our biggest fans and advocates and we want them to understand why we are changing.
Is luxury a promise with a brand like Jaguar?
We promise luxury, but not only through our products. When developing our brand stores, for example, we also looked to the wider world of luxury and different strategic approaches that do not exist in the automotive realm. We looked at how we could elevate the brand interaction experiences through spatial design, telling brand stories, celebrating our provenance, all while creating theatrical and engaging spaces. The purpose is to elevate the experience, whether you’re looking to learn more about the Jaguar brand, learning about our collaborations, spending time in our hospitality offerings, or looking to purchase a vehicle.
Jaguar has always been a sporty brand. What role does sportiness play for the driver experience?
Future Jaguars will be built on a unique architecture that has been developed from scratch to enable the dramatic design of Type 00. This dedicated technology platform will ensure that clients experience a captivating driving experience, engaging handling and exemplary ride comfort. Our engineers have spent a lot of time examining the driving characteristics of cars such as the E-Type, XJS and XJ Coupe to ensure that this essence and spirit are carried forward into our next generation of vehicles.
How British is Jaguar today and in the future?
Jaguar is absolutely a British luxury brand, unmatched in its heritage. We’ve been a celebrated name in British design and creativity since 1935, and we will continue to produce future Jaguars here in the UK at Solihull – alongside the Range Rover brand.
RAWDON GLOVER was born in 1968 and studied business, management and marketing at De Montfort University in Leicester. From 1999 to 2013, he held several key roles at Volkswagen Group, including Head of Marketing at Audi UK, Head of Operations at SEAT UK and Executive Vice President for Group After-Sales and Services at Volkswagen Group of America. In 2013 he joined Jaguar Land Rover as Global Director for Services, and in 2018 he became Managing Director of Jaguar Land Rover UK. Glover has been Managing Director of Jaguar since February 2023.
INTERVIEW: Michael Köckritz
PHOTOS: Steffen Jahn
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