Competition in design and theatrical marketing turbulence
Jaguar's Controversial Debut: The Type 00 and Audi's Contrasting Approach
The automotive world is abuzz with the unveiling of the Jaguar Type 00 and Audi's Concept C designs. The Jaguar Type 00, intended as a symbol of the brand's restart, has made waves with its controversial advertising campaign.
The initial sketches for the Type 00 were the work of Malcolm Sayer, Jaguar's chief aerodynamicist and designer during that era. The design, however, has been met with ridicule, with its ads featuring overly colorful outfits reminiscent of New York fashion influencer parties. The models in the ads appear gender-neutral and expressionless, adding to the controversy.
In stark contrast, Audi's marketing approach for the Concept C design is clear, elegant, and draws explicit quotes from its brand's history. The design shows how to excite fans without alienating its own clientele, a contrast to Jaguar's approach with the Type 00. Elements of the UR-TT and Audi Avus can be found in the Concept C design, while the rear is inspired by the 2000 Audi Rosemeyer study, which in turn draws genes from the Auto Union racing cars of the 1930s.
The Jaguar Type 00's marketing slogan, "Copy Nothing Delete Ordinary," has not been well-received. In fact, the campaign has been considered one of the biggest flops in recent automotive history, leading to the resignation of Jaguar Land Rover CEO Adrian Mardell. The advertising agency responsible for the campaign has been fired.
Meanwhile, Massimo Frascella, the former right-hand man of Jaguar Land Rover's CEO, has moved to Audi as the Chief Creative Officer. Frascella's departure from Jaguar and his subsequent role at Audi have raised eyebrows, especially given the stark differences in approach between the two brands.
The Audi Concept C's striking proportions have potential appeal to fans, making it a design success in its own right. Some people may see a similarity between the Concept C and the Jaguar Type 00, but both designs are still clearly independent models. As for the future, the controversy surrounding Jaguar's marketing attempt serves as a stark warning for Audi, suggesting that a clear and respectful approach to brand heritage may be the key to success.
