{"version":"1.0.0","episode":{"title":"Jaguar boss Rawdon Glover on that relaunch – Jaguar Rebrand: Mistake or Genius Ep.3","url":"http://getcarcurious.com/episodes/jaguar-boss-rawdon-glover-on-that-relaunch-jaguar-rebrand-mistake-or-genius-ep-3","audioUrl":"https://anchor.fm/s/45e120cc/podcast/play/118019274/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-6%2F8a472537-74df-ab6d-93a0-9fa6ee93af8b.mp3","description":"In the final episode of our podcast series, Car Dealer talks to the man at the centre of the Jaguar relaunch: Rawdon Glover.The brand’s managing director speaks about what it was like being inside Jaguar when that controversy broke the internet.We cover the personal attacks he and his team faced, why Jaguar needed to be so dramatic and find out whether Gerry McGovern leaving the business will change the direction.You can catch up with all the episodes of Jaguar Rebrand: Mistake or Genius now.\n"},"annotations":[{"startTime":0.0,"endTime":59.5,"type":"company","title":"Autotrader","url":"/glossary/auto-trader","quote":"The car dealer podcast is sponsored by Autotrader... with more than 84 million consumer visits every month... visit trade.autotrader.co.uk","canonicalId":"company:auto-trader","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Autotrader is a major UK online marketplace for buying and selling cars. In this segment, it’s positioned as a data-driven advertising and lead-generation partner for dealers.","simplifiedExplanation":"Autotrader is a website where people shop for cars. Dealers use it to reach buyers and get leads."}},{"startTime":18.9,"endTime":29.2,"type":"concept","title":"buying signals","url":"/glossary/buying-signals","quote":"And now, with the launch of buying signals, we'll have brand new insights on every deal showing how likely a customer is to buy the car they're interested in.","canonicalId":"concept:buying-signals","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Buying signals” refers to AI/data insights that estimate how likely a shopper is to buy a specific vehicle. For dealers, it helps prioritize leads and tailor follow-up based on intent rather than just clicks.","simplifiedExplanation":"Buying signals are like a “how serious is this shopper?” indicator. It helps dealers focus on people who are more likely to actually buy."}},{"startTime":65.8,"endTime":138.4,"type":"car","title":"Jaguar","image":"https://upload.wikimedia.org/wikipedia/commons/9/93/009_Female_jaguar_in_Encontro_das_%C3%81guas_State_Park_Photo_by_Giles_Laurent.jpg","quote":"...I've been investigating Jaguar's rebrand... one of the most controversial relaunches the car industry has ever seen.","canonicalId":"car:jaguar","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Jaguar is the luxury car brand at the center of the discussion, and the segment focuses on its rebrand and product direction. The speaker frames it as one of the most controversial relaunches in the industry.","simplifiedExplanation":"Jaguar is the car brand being discussed. The episode is about Jaguar changing its image and future plans, and how people reacted.","imageAttribution":"Giles Laurent (CC BY-SA 4.0)"}},{"startTime":70.6,"endTime":98.4,"type":"concept","title":"controversial relaunch","url":"/glossary/controversial-relaunch","quote":"Without doubt, one of the most controversial relaunches the car industry has ever seen.","canonicalId":"concept:controversial-relaunch","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “relaunch” is a major marketing and brand reset, often paired with new products and messaging. The speaker frames Jaguar’s relaunch as unusually polarizing, showing how branding choices can affect public perception."}},{"startTime":83.92,"endTime":91.16,"type":"car","title":"Jaguar Etypes","url":"/cars/jaguar/e-type","image":"https://upload.wikimedia.org/wikipedia/commons/a/aa/1970_Jaguar_E-Type_Roadster_4.2.jpg","quote":"new direction in November 2024 and since then, the world has been getting used to the idea of its  EV future. F-Types and E-Types are out and inbound is a four-door luxury electric GT.  That rebrand, though, sent the internet into a frenzy. Jaguar faced accusations it had gone woke","canonicalId":"car:jaguar:e-type","priority":0.5,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Jaguar E-Type is a classic British sports car that’s widely regarded as an icon of automotive design and performance. In the podcast context, it’s mentioned alongside Jaguar’s shift toward an electric future, highlighting how the brand’s heritage connects to what’s coming next. That makes it a natural topic when discussing brand direction and model lineup changes.","simplifiedExplanation":"The Jaguar E-Type is a famous older sports car from Jaguar. It’s known for its distinctive design and is considered a classic. The podcast brings it up to connect Jaguar’s past with its plans for electric vehicles.","imageAttribution":"Vauxford (CC BY-SA 4.0)"}},{"startTime":88.9,"endTime":91.9,"type":"concept","title":"four-door luxury electric GT","url":"/glossary/four-door-luxury-electric-gt","quote":"...F-Types and E-Types are out and inbound is a four-door luxury electric GT.","canonicalId":"concept:four-door-luxury-electric-gt","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “GT” (grand tourer) typically describes a car designed for comfortable long-distance driving with performance. Calling it “four-door” and “electric” signals Jaguar is targeting a premium EV that blends practicality with a GT-style driving experience."}},{"startTime":156.3,"endTime":192.8,"type":"concept","title":"rebrand","url":"/glossary/rebrand","quote":"This is the story of Jaguar's rebrand mistake or genius. Episode three, The Insider. Rodin Glover is the managing director of Jaguar and the man now leading the relaunch.","canonicalId":"concept:rebrand","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A rebrand is a deliberate change to a brand’s identity—often including messaging, design language, and marketing strategy. In auto, rebrands are usually tied to repositioning the company to attract a different buyer segment or to signal a major product/technology shift.","simplifiedExplanation":"A rebrand is when a company changes how it presents itself—like its image and marketing. For car brands, it’s often done to attract new customers or to signal big changes coming."}},{"startTime":180.0,"endTime":186.2,"type":"company","title":"JLR","url":"/glossary/jlr","quote":"When I told JLR I was producing a video, podcast and a series of articles on their rebrand, there was apparently some nervousness at HQ.","canonicalId":"company:jlr","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"JLR stands for Jaguar Land Rover, the parent company that oversees Jaguar and Land Rover. When the speaker says they told JLR, it implies internal coordination at the group level, not just within Jaguar’s marketing team.","simplifiedExplanation":"JLR is the company that runs both Jaguar and Land Rover. So when they mention JLR, they mean the parent organization behind the brand."}},{"startTime":210.2,"endTime":214.9,"type":"concept","title":"CMO","url":"/glossary/cmo","quote":"I'd been closely following the interviews he'd conducted since the rebrand and had particularly enjoyed his chats on the CMO Uncensored podcast...","canonicalId":"concept:cmo","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"CMO means Chief Marketing Officer, the executive responsible for a company’s marketing strategy and brand campaigns. Mentioning the CMO in the context of “CMO Uncensored” signals that the rebrand controversy is being discussed at the leadership level for marketing.","simplifiedExplanation":"CMO stands for Chief Marketing Officer. That’s the top person in charge of marketing and advertising decisions for a company."}},{"startTime":352.3,"endTime":362.6,"type":"concept","title":"eyeballs","url":"/glossary/eyeballs","quote":"So in that context we got lots of eyeballs. Was it in some respects a bit of a happy accident then?","canonicalId":"concept:eyeballs","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Eyeballs” is marketing slang for audience attention—how many people saw or engaged with a campaign. Automakers track this through media coverage, social reach, impressions, and view counts to gauge whether a relaunch is working.","simplifiedExplanation":"“Eyeballs” just means attention—how many people actually saw the campaign or heard about it."}},{"startTime":423.8,"endTime":430.8,"type":"concept","title":"narrative","url":"/glossary/narrative","quote":"for a period that that was very difficult to control the narrative there particularly when much of that plays out on social media","canonicalId":"concept:narrative","priority":0.5,"confidence":0.82,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In marketing, “narrative” is the story people believe about a brand—what it stands for and why it matters. The speaker notes that once the campaign spread, it became difficult to control how the public interpreted Jaguar’s message."}},{"startTime":437.0,"endTime":444.8,"type":"concept","title":"social media is a channel that's very binary","url":"/glossary/social-media-is-a-channel-that-s-very-binary","quote":"social media is a channel that's very binary you know I love it I hate it it's this you know it's everything gets absolutely distilled into sort of you know almost words of one syllable","canonicalId":"concept:social-media-is-a-channel-that-s-very-binary","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Binary” here means social platforms tend to simplify complex messaging into quick, polarized reactions. For automakers, that can make it hard to control narrative—especially when a campaign is interpreted as political or social commentary rather than pure branding.","simplifiedExplanation":"They mean social media reactions tend to be all-or-nothing—people either love it or hate it, and the message gets simplified. That makes it harder to steer the conversation."}},{"startTime":655.3,"endTime":673.7,"type":"company","title":"Elon Musk","url":"/glossary/elon-musk","quote":"I do remember exactly where I was now when Elon Musk and tweeted and we're like what do you do with that","canonicalId":"company:elon-musk","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Elon Musk is a high-profile tech entrepreneur whose social media posts can drive massive attention. Here, his tweet becomes part of the relaunch narrative, illustrating how celebrity/tech influence can amplify automotive brand messaging—sometimes unpredictably.","simplifiedExplanation":"Elon Musk is a very famous business figure who can get huge attention with his posts. The speaker is saying his tweet made the Jaguar relaunch conversation blow up even more."}},{"startTime":852.7,"endTime":856.2,"type":"concept","title":"power delivery","url":"/glossary/power-delivery","quote":"how should a Jaguar make you feel when you're in it what should it should it cost you should it how should we deliver the power what's the balance of refinement engagement","canonicalId":"concept:power-delivery","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Power delivery” describes how a car provides acceleration and torque over time—how quickly it responds and how smoothly it builds speed. It’s a key part of the driving experience, especially when reviewers compare brand character across models.","simplifiedExplanation":"Power delivery is how the car gives you acceleration—how quickly it responds when you press the pedal and how smoothly it pulls."}},{"startTime":852.7,"endTime":856.2,"type":"concept","title":"refinement engagement","url":"/glossary/refinement-engagement","quote":"how should a Jaguar make you feel when you're in it what should it should it cost you should it how should we deliver the power what's the balance of refinement engagement all that good stuff","canonicalId":"concept:refinement-engagement","priority":0.5,"confidence":0.86,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Refinement” and “engagement” are two competing goals in car design. Refinement is about smoothness and comfort; engagement is about driver connection—steering feel, responsiveness, and how rewarding the car is to drive.","simplifiedExplanation":"Refinement means the car feels smooth and comfortable. Engagement means it feels fun and connected to the driver when you drive it."}},{"startTime":858.0,"endTime":863.0,"type":"concept","title":"production vehicle","url":"/glossary/production-vehicle","quote":"and then drive our production vehicle that really matters to me because you know their opinion caps","canonicalId":"concept:production-vehicle","priority":0.5,"confidence":0.88,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “production vehicle” is the version that’s built for customers, not a prototype or concept. The speaker emphasizes that what matters most is how the production car delivers the intended balance of refinement, engagement, and power delivery.","simplifiedExplanation":"A production vehicle is the real car that will be sold to buyers. The point here is that the final, customer-ready version is what ultimately counts."}},{"startTime":1023.3,"endTime":1035.1,"type":"concept","title":"30 second viral film","url":"/glossary/30-second-viral-film","quote":"um I think you know what you're what you're referring to is that the only way was\n1023.3s  a single moment time again it's nearly 80 months ago and we're still talking about a 30 second viral\n1029.6s  film on our channel and all that was to do was to say actually the summit really interesting\n1035.1s  happening in Miami at the art fair on 2nd of December check it out","canonicalId":"concept:30-second-viral-film","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"This highlights how modern automotive marketing can hinge on short-form video that spreads quickly online. A “viral film” can become a major talking point—positive or negative—far beyond its original intent.","simplifiedExplanation":"They’re referencing a short ad video that got a lot of attention online. If something goes viral, it can dominate the conversation about the brand."}},{"startTime":1052.7,"endTime":1052.7,"type":"car","title":"F type","url":"/cars/jaguar/f-type","image":"https://upload.wikimedia.org/wikipedia/commons/e/ef/2020_Jaguar_F-Type_Convertible_IMG_5821.jpg","quote":"in the F type you know you had F pace E pace in SUVs you had some fantastic saloons from the outside","canonicalId":"car:jaguar:f-type","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Jaguar F-Type is Jaguar’s sports car line, known for its performance-focused design and driving feel. In this segment, it’s used as an example of Jaguar’s lineup that included both cars and SUVs.","simplifiedExplanation":"The Jaguar F-Type is Jaguar’s sports car. It’s the “fun to drive” model in their lineup, and the speaker is saying Jaguar had good cars but still struggled to sell them profitably.","imageAttribution":"Alexander Migl (CC BY-SA 4.0)"}},{"startTime":1162.5,"endTime":1169.3,"type":"concept","title":"tight knit range of vehicles","url":"/glossary/tight-knit-range-of-vehicles","quote":"it was when we had a really really tight knit range of vehicles that sold at more elevated price points that was very much at the top end","canonicalId":"concept:tight-knit-range-of-vehicles","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “tight-knit range” means fewer models, but with clearer identity and stronger demand. The speaker suggests Jaguar performed best when its lineup was smaller and focused on higher-priced buyers.","simplifiedExplanation":"He means Jaguar sold fewer different models, but they were more focused. The idea is that a simpler lineup can be easier to sell and manage profitably."}},{"startTime":1186.8,"endTime":1191.5,"type":"concept","title":"125 000 pounds","url":"/glossary/125-000-pounds","quote":"that'll be probably around 125 000 pounds well that is absolutely the top end of premium","canonicalId":"concept:125-000-pounds","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"This is an example of Jaguar’s targeted pricing in the UK—around £125,000 for the average four-door GT being showcased. It’s used to illustrate that Jaguar is aiming at the top end of the premium market before true luxury brands start.","simplifiedExplanation":"They’re talking about price—about £125,000 on average for the cars they’re highlighting. It’s meant to show Jaguar is targeting expensive premium buyers, not the entry-level market."}},{"startTime":1191.5,"endTime":1196.3,"type":"concept","title":"white space","url":"/glossary/white-space","quote":"but there's a load of white space before you get onto the real luxury brands who probably don't kick in until 250 and above","canonicalId":"concept:white-space","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“White space” in product strategy means an unmet market niche—an area where there’s demand but not enough competition or the right offerings. The speaker says there’s room between top-end premium and the luxury brands that start at much higher prices.","simplifiedExplanation":"“White space” means there’s a gap in the market—buyers who want something specific but don’t quite fit the usual categories. Jaguar thinks it can fill that gap."}},{"startTime":1340.5,"endTime":1345.2,"type":"concept","title":"powertrain plan","url":"/glossary/powertrain-plan","quote":"...we're planning in 2020 our powertrain plan does look quite different across across the enterprise...","canonicalId":"concept:powertrain-plan","priority":0.5,"confidence":0.82,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A powertrain plan is the roadmap for what kinds of drivetrains (engines, hybrids, electric motors) the company will build and sell over time. The speaker says Jaguar’s powertrain plan looked different across the enterprise as of their 2020 planning.","simplifiedExplanation":"A powertrain plan is the company’s roadmap for what types of engines or electric systems they’ll use. They’re saying Jaguar’s plans for the future weren’t the same everywhere."}},{"startTime":1350.88,"endTime":1357.1,"type":"concept","title":"all-electric platform","url":"/glossary/all-electric-platform","quote":"yeah undoubtedly for some the fact that we chose to be an all-electric platform is a\n[1357.1s]  it's bold it's change it's progressive","canonicalId":"concept:all-electric-platform","priority":0.9,"confidence":0.92,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"An all-electric platform means the vehicle architecture is designed from the ground up for electric power, rather than being adapted from a gasoline/diesel design. This can improve packaging, weight distribution, and how efficiently the car delivers performance and refinement.","simplifiedExplanation":"It means the car is built specifically to run on electricity. Because it’s designed for EVs from the start, it can handle better and feel more refined than a “converted” design."}},{"startTime":1391.4,"endTime":1397.3,"type":"concept","title":"EV","url":"/glossary/ev","quote":"but you know it's an EV at these price points and my answer to that is just need to stop me there\n[1397.3s]  the reason you like it the enabling things that that give it the characteristics that you're so","canonicalId":"concept:ev","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"EV stands for electric vehicle. The speaker is addressing how buyers evaluate EVs at specific price points and what engineering traits make EVs feel compelling.","simplifiedExplanation":"EV just means electric vehicle—cars that run on batteries instead of gasoline. The discussion is about why people might like the driving feel even if they’re unsure about EVs at certain prices."}},{"startTime":1423.0,"endTime":1433.5,"type":"term","title":"center of gravity","url":"/glossary/center-of-gravity","quote":"the fact that you literally sit on the center of\n[1427.2s]  gravity of the vehicle because we're cab bag not cab forward not you know not not cab forward","canonicalId":"term:center-of-gravity","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Center of gravity is the point where the car’s weight effectively acts. Lowering it (common in EVs due to battery placement) reduces body roll and improves stability and cornering confidence.","simplifiedExplanation":"The center of gravity is basically where the car’s “balance point” is. If it’s lower, the car tends to feel steadier and less tippy in turns."}},{"startTime":1668.1,"endTime":1681.2,"type":"car","title":"Jaguar XE","url":"/cars/jaguar/xe","image":"https://upload.wikimedia.org/wikipedia/commons/f/fc/2017_Jaguar_XE_Portfolio_Diesel_Automatic_2.0_Front.jpg","quote":"...is it reasonable to assume that a customer that loves the Jaguar brand that's bought you know an XE for 35,000 pounds is going to have the wherewithal to be able to say oh I'm going to buy that for 135,000 pounds probably not so when we looked at our the profile of our customers...","canonicalId":"car:jaguar:xe","priority":0.9,"confidence":0.92,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Jaguar XE is Jaguar’s compact executive sedan, and it’s being used here as a reference price point for existing Jaguar buyers. The speaker is arguing that customers who buy an XE around the mid-$30k equivalent likely won’t be able to jump to much higher priced relaunch models.","simplifiedExplanation":"The Jaguar XE is one of Jaguar’s regular, more affordable cars. They’re using it as an example of the kind of customer and budget Jaguar has been selling to, and why a big price jump can scare people off.","imageAttribution":"Vauxford (CC BY-SA 4.0)"}},{"startTime":1913.7,"endTime":1926.3,"type":"concept","title":"design direction","url":"/glossary/design-direction","quote":"so the type 00 is just to be clear as the is a contact vehicle you know it's we we showed that to people because it's it's illustrative of the design direction that Jackie was going to take in terms of its proportions its shape the surfacing","canonicalId":"concept:design-direction","priority":0.5,"confidence":0.86,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Design direction” refers to the consistent styling themes a brand is moving toward—proportions, shape, and surface details. The speaker ties the Type 00 concept to those specific design cues for the upcoming Jaguar.","simplifiedExplanation":"This means the company has a clear plan for how the next cars should look. They’re using the concept car to show the shape and styling ideas they’ll carry into production."}},{"startTime":2033.0,"endTime":2041.8,"type":"concept","title":"crash","url":"/glossary/crash","quote":"...there's a reason for that is because actually the process whether it's crash whether it's aero...","canonicalId":"concept:crash","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Crash requirements are engineering constraints that ensure the vehicle performs safely in collisions. The speaker groups crash engineering with other factors (aero and manufacturing realities) that make concept-to-production styling difficult.","simplifiedExplanation":"Crash requirements are the safety tests cars must pass in crashes. They’re saying it’s one reason concept cars often change a lot before production."}},{"startTime":2524.9,"endTime":2530.8,"type":"concept","title":"concept car","url":"/glossary/concept-car","quote":"[2520.1s]  which we wouldn't have done in type 00 because type 00 doesn't have particular dynamic capability\n[2524.9s]  it's not it's a it's a concept car so now is the time for us to start talking about dynamic","canonicalId":"concept:concept-car","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A concept car is a showpiece vehicle built to preview future design directions and technologies. It often isn’t engineered to deliver the same real-world driving performance as production cars, which is why the host says it “doesn’t have particular dynamic capability.”","simplifiedExplanation":"A concept car is like a design and tech preview. It’s usually shown to the public to show what a brand might build next, not to prove it drives like a normal car."}},{"startTime":2703.4,"endTime":2714.3,"type":"concept","title":"provenance","url":"/glossary/provenance","quote":"we would talk about provenance yeah I worked really closely with him for the last three years and he absolutely and he understands luxury brands","canonicalId":"concept:provenance","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In luxury branding, “provenance” refers to a brand’s origin story and credibility—its history, heritage, and past achievements. The speaker argues that luxury brands typically rely on provenance to connect emotionally with customers and reinforce identity.","simplifiedExplanation":"Provenance is basically the brand’s backstory—where it came from and why it matters. For luxury brands, that history helps people trust and feel connected to the brand."}},{"startTime":2750.1,"endTime":2761.1,"type":"concept","title":"origin story","url":"/glossary/origin-story","quote":"for example if you look on our social site we looked at what we internally it's called the origin story we're looking back on you know whether it's the unconventionality or challenging convention","canonicalId":"concept:origin-story","priority":0.5,"confidence":0.82,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"An “origin story” is brand storytelling that explains where the design philosophy or identity comes from. Here, they describe using internal themes (like unconventionality, color, and vehicle proportions) and presenting them externally via short films to communicate the direction of the relaunch.","simplifiedExplanation":"An origin story is the brand’s narrative—how they explain what inspired the new look. In this case, they’re using videos to show the thinking behind the design."}}],"speakers":[{"id":"s1","name":"Car Dealer","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/jaguar-boss-rawdon-glover-on-that-relaunch-jaguar-rebrand-mistake-or-genius-ep-3/transcript.vtt","type":"text/vtt"}]}