Driver Magazine - Issue 1 Dec 24 (3) - Flipbook - Page 50
It is not the same Jaguar that built the SS100, that built the E-Type, that built the XJ6 or even the
F-Type (each of those cars were built by a different version of Jaguar) but it doesn9t mean it is
abandoning where it comes from.
For example. I remember when the Jaguar S-Type came out – a thinly veiled reference to the
Mk2 of the 1950s and 1960s. Within 10 years of that, the whole design language across the range
changed to look into the future with the new XJ, F-Type, E-Pace, I-Pace and so on. So, the brands
image has constantly evolved. But, you look at 10 years previous to the Mk1 and Mk2 and you
have cars like the Mk7 and the Mk10 – which were ultra luxurious limousines that were imposing
and impressive.
I have been reading lots of people9s comments online across multiple outlets over the course of
the past few weeks to see what their track is on this change up at Jaguar. Now, at my age, I am
what many refer to as the 8Woke9 generation (a buzzword banded around by people of certain
age) – and I don9t actually see that as an insult. It9s just a collective of people who look to actively
change and remould the future learning from the pitfalls, shortcomings and failures of the past,
not only for them but for a world that will live on after they9ve gone. The whole basis of 8Go Woke,
Go Broke9 has far more of a political and societal edge to it than many of us are perhaps willing
to accept or publicly acknowledge.
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