Jaguar has a defender of its new approach. And you won't believe it, but it's Jeremy Clarkson
The popular motor journalist and television presenter, Jeremy Clarkson, has defended the change in philosophy of a historic brand like Jaguar, which abandons all vestiges of its past to focus on a modern and electric future.
If you are a fan of the automotive world, you will know Jeremy Clarkson. The 65-year-old Brit is probably the most well-known journalist in the automotive world, and even beyond. For decades, he has forged multitudes of followers —and detractors— with his carefree, unfiltered, and viscerally honest style, mainly in Top Gear and The Grand Tour.
And it was precisely in the last episode of this last program, where Clarkson said goodbye forever, during a trip through Zimbabwe with a Lancia Montecarlo, the Brit opened up, pointing to electric cars as the main reason for his retirement.
It may be surprising, therefore, that such a staunch defender of the classic and combustion engine has come to the defense of the new path that Jaguar has taken: extremely innovative and, above all, electric.
"I'm 65 years old, I'm not sure I need to buy another new car, and I just don't think I want a new one"
Clarkson understands Jaguar
It was during his appearance on the YouTube channel Harry's Garage, where Jeremy Clarkson stated that he understands why Jaguar has taken this new path.
"My initial reaction when I saw the ad, which had no car, was: 'What are they doing?'. And we remember the outrage it caused, but the truth of the matter is that no one was buying these [F-Types] or XJ. They weren't selling any cars. So I don't think it made sense to continue down that path because that path had come to an end for Jaguar. So they had to change direction".
Clarkson understands that the old concept of Jaguar is becoming obsolete, which is why the brand needs to reinvent itself. Furthermore, the veteran journalist argues that the new approach will have options for success in its main market.
"This is the fact that lives in my head: 63 million people in the United States voted for Kamala Harris. That is Jaguar's largest market and they have 63 million people of that disposition who will probably look favorably on an electric car and think that an electric Jaguar is pretty cool".
"So I can see that there is a market for what they have made. I won't buy it in a million years, but I can see why they would", admits Clarkson, a proud owner of an F-Type.
No reason to change
In one of the most impressive episodes of The Grand Tour, Jeremy Clarkson crosses Mauritania with a Jaguar F-Type. A vehicle that excited him to the point of buying a second-hand one upon his return to England.
"I took [an F-Type] to Mauritania on The Grand Tour and thought it would fall apart, because Jaguar's reputation lives in everyone's head. But is it a fair reputation? While driving through the Sahara desert, I realized that no, because that car was unbreakable", recounts Clarkson.
"The question is this: it works. So there is simply no reason to sell it. I use it every day – sometimes the [electrically operated] ventilation grilles creak a bit when they rise, but apart from that, it works all the time. And I love the F-Type, so I thought: 'I'll get one'. It was £20,000 with 20,000 miles on the clock"
"I was very surprised to find that this car could be bought for that price. I'm 65 years old, I'm not sure I need to buy another new car, and I just don't think I want a new one", concludes Jeremy Clarkson.
