The Jaguar Type OO concept. Here it is then. There was always going to be a car. The teaser campaign was just that, a teaser. Somehow, the relaunch of a traditional, and, for most of its history, unsuccessful car company got wrapped up in the culture wars. The new brand's typeface, with its mix of upper and lower case may not be to everyone's taste, resulting in notable commentators decrying it as "woke". Those "woke" slogans? "Copy Nothing" was inspired by Jaguar's founder, Sir William Lyons; a man not known for his progressive politics. Musk tweeting "do you sell cars?", Farage predicting "'Jaguar will now go bust. And you know what? They deserve to". How to square the patriotism of Farage with his will for a company which manufactures and designs cars in the UK to go bust? Those who complain the teaser destroyed Jaguar's heritage seem unaware that ripping up and starting again is an intrinsic part of the company...
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