Cadillac Vistiq: First drive of $150k luxury EV coming to Australia
Should we be surprised that America's vision for a luxury SUV is an exercise in excess? Probably not.
The Cadillac Vistiq on the way to Australian showrooms next year shapes up as an opulent machine from a place where too much is never enough.
There's no real need for a family wagon to have an enormous 452kW of power and 894Nm, or to hit 100km/h in 3.7 seconds.
2026 Cadillac Vistiq EV. Picture: Supplied
You don't need huge 23-inch wheels or a 23 speaker stereo with Dolby Atmos surround sound, you don't need five-zone climate control and you don't need a 33-inch wraparound digital display that stretches across the cabin.
But you might want these things.
Especially if you want a car that stands apart from the crowd.
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There aren't many cars like the Vistiq, which is a three-row electric luxury SUV that shapes up as a rival to battery-powered machines such as Volvo's EX90, the Mercedes EQS SUV, Hyundai Ioniq 9 and Kia EV9. You could also argue that it shapes up as an alternative to combustion-powered machines such as BMW's X5.
Full prices and specifications for the car have not been confirmed for Australia.
But you can expect the Vistiq to arrive in one fully-loaded trim for around $150,000.
For that, you get a large SUV with a cab that doesn't hold back.
MORE: Bold plan to seduce millionaires
2026 Cadillac Vistiq EV. Picture: Supplied
From its spacious dimensions to myriad materials that steer away from the low-key approach of Euro rivals, the Caddy delivers a bold and brassy experience that should translate well in Australia.
Sofa-like seats with fine adjustment help you get comfortable in the car, and sensibly placed controls make the machine second nature.
2026 Cadillac Vistiq EV. Picture: Supplied
Interestingly, Cadillac does not equip its latest models with Apple CarPlay, so you need to make do with its built-in Google-based mapping services.
That's annoying, but not a deal-breaker.
The sweeping screen stretching across the dashboard is loaded up with features such as night vision, augmented reality sat nav and the 'Super Cruise' self-driving suite that is standard in the US, but not available in Australia yet.
MORE: Confusion grows over car prices
2026 Cadillac Vistiq EV. Picture: Supplied
Out on the road, the big Caddy feels planted, thanks in part to enormous 305mm-wide tyres that help keep its 2.8-tonne weight in control.
This is a big car.
But it feels more agile than the numbers suggest, thanks to clever tech such as rear-wheel-steering, variable-height air suspension and adaptive shock absorbers that work against physics.
Sure, tight corners will reveal its weight.
But sweeping bends and city driving are no trouble.
MORE: Huge change coming to Aussie roads
2026 Cadillac Vistiq EV. Picture: Supplied
Smooth roads fringing Detroit didn't trouble its suspension, though Australia's rougher surfaces will offer a greater test of its abilities.
In any case, surplus power also helps disguise the mass.
You always have acceleration in reserve, which makes the car feel surprisingly spritely on the road.
It will pin you back in your seat and raise its nose like a speedboat when you pin the throttle.
There really aren't many family SUVs that claim this sort of thrust.
The downside to the huge power and weight is that it's not the most efficient car getting around.
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Cadillac's 102kWh battery returns less than 500km of range, which is less than you might find from some rivals.
Folks who want to drive further could consider the smaller Cadillac Lyriq, which is already on sale with the same battery in a smaller, less-powerful five-seat package.
But people chasing opulence should step up to the Vistiq.
You can't have too much of a good thing.
MORE: Shock price for Australia's most valuable car
2026 Cadillac Vistiq EV. Picture: Supplied
CADILLAC VISTIQ
PRICE About $150,000
ON SALE Mid-2026
POWER Front and rear electric motors, 452kW and 894Nm
WARRANTY 5-yr/u'ltd km
RANGE About 485km
Originally published as Cadillac Vistiq electric SUV reviewed
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The Advertiser
12 hours ago
- The Advertiser
Donald Trump slams Jaguar's 'woke' marketing campaign nine months later
It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the "woke" rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a "stupid, and seriously WOKE advertisement" which he called a "DISASTER". "The CEO just resigned in disgrace, and the company is in absolute turmoil," his post reads. "Who wants to buy a Jaguar after looking at that disgraceful ad." CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for "personal reasons" after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a "complete reset", and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm. MORE: Jaguar's shock new design revealed as luxury EV concept breaks cover Content originally sourced from: It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the "woke" rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a "stupid, and seriously WOKE advertisement" which he called a "DISASTER". "The CEO just resigned in disgrace, and the company is in absolute turmoil," his post reads. "Who wants to buy a Jaguar after looking at that disgraceful ad." CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for "personal reasons" after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a "complete reset", and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm. MORE: Jaguar's shock new design revealed as luxury EV concept breaks cover Content originally sourced from: It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the "woke" rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a "stupid, and seriously WOKE advertisement" which he called a "DISASTER". "The CEO just resigned in disgrace, and the company is in absolute turmoil," his post reads. "Who wants to buy a Jaguar after looking at that disgraceful ad." CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for "personal reasons" after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a "complete reset", and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm. MORE: Jaguar's shock new design revealed as luxury EV concept breaks cover Content originally sourced from: It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the "woke" rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a "stupid, and seriously WOKE advertisement" which he called a "DISASTER". "The CEO just resigned in disgrace, and the company is in absolute turmoil," his post reads. "Who wants to buy a Jaguar after looking at that disgraceful ad." CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for "personal reasons" after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a "complete reset", and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm. MORE: Jaguar's shock new design revealed as luxury EV concept breaks cover Content originally sourced from:
7NEWS
14 hours ago
- 7NEWS
Donald Trump slams Jaguar's 'woke' marketing campaign nine months later
It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the 'woke' rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a 'stupid, and seriously WOKE advertisement' which he called a 'DISASTER'. 'The CEO just resigned in disgrace, and the company is in absolute turmoil,' his post reads. 'Who wants to buy a Jaguar after looking at that disgraceful ad.' CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for 'personal reasons' after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a 'complete reset', and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm.
Perth Now
14 hours ago
- Perth Now
Donald Trump slams Jaguar's 'woke' marketing campaign nine months later
It seems like everybody has weighed in on Jaguar's controversial rebranding campaign, and that now includes Donald Trump. A whole nine months after Jaguar trotted out a diverse cast of models wearing futuristic, boldly coloured garb in its infamous Copy Nothing advertisement campaign, the sitting US president has come out swinging against the 'woke' rebrand of the Indian-owned British luxury brand. In a post on his Truth Social platform defending actress Sydney Sweeney, he said Jaguar produced a 'stupid, and seriously WOKE advertisement' which he called a 'DISASTER'. 'The CEO just resigned in disgrace, and the company is in absolute turmoil,' his post reads. 'Who wants to buy a Jaguar after looking at that disgraceful ad.' CarExpert can save you thousands on a new car. Click here to get a great deal. He then segued into criticism of Bud Lite's advertising, singer Taylor Swift, and other topics scarcely worth discussing on an automotive website. The retirement of JLR CEO Adrian Mardell was announced earlier this month. He will be replaced on November 1 by the chief financial officer of parent company Tata Motors, PB Balaji. Mr Mardell is a 35-year veteran at the firm, and signed a three-year contract in mid-2023 to serve as CEO, replacing Thierry Bolloré who quit suddenly for 'personal reasons' after just two years in the role, and after announcing in 2021 that the Jaguar brand would go all-electric and be positioned further upmarket. The term 'woke' once meant to be alert to racial injustice, but figures like President Trump have come to commonly use it as a pejorative term to mean anything from excessive political correctness to diversity, equity and inclusion campaigns at government agencies. Under his administration, terms like 'climate change' have also been referred to as woke. Whether you'd call it 'woke' or simply unconventional or even weird, Jaguar's initial Copy Nothing advertisement in November 2024 featured models of different genders, ethnicities and ages, all in brightly coloured outfits and some with unusual haircuts or makeup, and set against brightly coloured backdrop. However, there wasn't a car to be seen. Just a day or so later, Jaguar teased its Type 00 concept, before pulling the wraps off in December. Supplied Credit: CarExpert Riding a new dedicated electric vehicle (EV) platform that doesn't support combustion powertrains, the Type 00 concept previews a trio of production vehicles that will see Jaguar repositioned from being a British BMW rival to more of an electric Bentley alternative. The first of these production vehicles is set to debut in 2026. In short, higher prices and lower sales volumes will be the order of the day at Jaguar, which has also received a new wordmark to go with its dramatically different design language. Positioning Jaguar in the volume premium vehicle segment, where it competed against Mercedes-Benz, BMW, and Audi – a strategy developed when Ford Motor Company owned the brand and continued under Tata's ownership – proved an expensive failure. Supplied Credit: CarExpert Jaguar never got anywhere near selling the 600,000 vehicles a year it needed to be profitable, which perhaps explains why parent JLR has made such a bold move to completely throw out this model. Having the more stable, profitable Land Rover brand – or, as JLR puts it, the Defender, Discovery and Range Rover marques in its House of Brands – gives the automaker cover to carry out this reinvention. Mr Mardell called it a 'complete reset', and JLR expects only 10-15 per cent of Jaguar's existing customer base will stay with the brand. Supplied Credit: CarExpert Jaguar's rebranding may have been controversial, but it arguably generated more mainstream buzz with one advertisement and one concept car than at any time in decades. The initial teaser video is sitting at 4.7m views and close to 48,000 comments on YouTube, and has generated countless comments across social media. While much of this commentary has been negative, the campaign has nevertheless put Jaguar back in the public consciousness. It's not just Jaguar fans and world leaders that have criticised the rebranding, however. A letter from Jaguar's internal design team to chief creative officer Gerry McGovern was shared by Autocar India, with team members criticising aspects of the rebranding efforts that were led by external agency Accenture Interactive. JLR is reportedly conducting a review of its account with the firm. MORE: Jaguar's shock new design revealed as luxury EV concept breaks cover
