Uncensored CMO Jaguar relaunch - genius or marketing madness with Rawdon Glover, Jaguar MD
Aug 6, 2025
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.
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Rawdon Glover's Career Path
- Rawdon Glover shares his unexpected long journey into automotive, starting in marketing and evolving into general management.
- His diverse experience includes roles in Disney, gaming, and Volkswagen before leading Jaguar.
Choosing Revolution Over Evolution
- Jaguar chose a revolutionary rebrand over an evolutionary one due to a need to reset amid tech and market shifts.
- Returning Jaguar to its iconic electric luxury roots is key to thriving and differentiating from German premium brands.
Targeting Younger Luxury Buyers
- The luxury car buyer demographic is shifting younger, influenced by younger wealth holders globally.
- Jaguar aims to capture this trend by disrupting perceptions and appealing to a younger audience with bold design.