After creating a media storm a few weeks back by announcing a bold new
direction Jaguar this week defined its bold new design language during Miami Art
week.. Understandably, the traditionalists went into overload at the reveal of what
it called its Type 00 design language. The five-metre-long coupe in vivid pink said
to be a pure expression of Jaguar’s new creative philosophy, explained in just
two words: exuberant modernism. According to Jaguars chief creative officer
Gerry McGovern “ the Type 00 is the result of brave, unconstrained creative
thinking and unwavering determination – the foundation stone for a new family of
Jaguars that will look unlike anything you’ve seen before.” It’s certainly that, an
exceptionally brave move ending 89 years of tradition and one can understand
why the company expects to only retain around 10-15 percent of its existign
customer base. I’m David Berthon

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