Between Two Jaguars: Bridging Past and Future
Narrator: The following conversation takes place in a world almost identical to our own. However, in that world, we can understand the spirits of automobiles. We’ve stumbled on a heated discussion between the Old Jaguar brand and the New Jaguar brand. They’re discussing their new assignments. Let’s take a listen, shall we?
Old Jaguar (OJ): When I agreed to retire, I didn’t expect they’d replace me with YOU! You’re so different from me! You’ve even changed my iconic logo! I keep getting complaints from my old clients, and, let me tell you, they’re not pleased!
New Jaguar (NJ): Wait, let’s not get ahead of ourselves. Do you remember why you had to go into retirement?
OJ: I was barely selling enough cars…
NJ: EXACTLY! The harsh reality is relying on nostalgia wasn’t enough and we were fading into obscurity. Since I came out, people are talking about us again. And there’s no such thing as bad publicity, right?
OJ: Listen, kid, at this point you’re still just a concept. You haven’t even sold your first car yet! It feels like you’ve neglected the people who loved me – the ones I worked hard to bring in. The ones who loved my leaper logo, the purr of my V8 engine, and PAID for it. Why change so much?
NJ: I understand your point but look closer – we share the same spirit. Our founder always said Jaguar should be a “Copy of Nothing.” We were designed to lead, innovate & leap forward. I’m you, just reimagined for a greener future – electric and better for the planet.
OJ: Sure, you’re better for the planet, but what about my soul? I’m elegant, timeless, refined. Your bold colors and geometric logos feel so loud – I don’t see me in you.
NJ: Pay attention and you’ll see that your craftsmanship, your luxury, your attention to detail are all still part of me. I just wear it in a way that speaks to today’s world: bold, creative, innovative, but unmistakably Jaguar.
OJ: If that’s true, why is there so much backlash online? A lot of people don’t seem to like you. Doesn’t that bother you?
NJ: Sure, criticism stings, but I’m here to appeal to a new crowd. They’re younger, wealthier buyers who care about design and sustainability. As long as they love me, Jaguar will keep moving forward.
OJ: I understand now – the world is changing, and Jaguar has to change too. I’m proud of the legacy I built. I stood for elegance and power, and I did it my way. Now it’s your turn, kid. Carry the Jaguar name with pride, and good luck as you pave the way forward.
NJ: Thank you, Old Jaguar. I wouldn’t be here without you. I’ll do my best to stay true to the heart of what you built, while driving us boldly into the future. I’ll live vividly, delete the ordinary, and create exuberance!
Narrator: And with Old Jaguar’s blessing, New Jaguar prepares to leap into the future. What will this new chapter bring for the iconic brand? Only time will tell, but one thing’s for sure – this is a story worth following. Let’s see what the future holds, shall we?
Assignment by
AUER, Marlena
HACHLOUF, Soukayna
INBANATHAN, Adhisankar
KENNEDY-KWOFIE, Nana
SIRI, Guillermo
IMBA, IAE Paris-Sorbonne, promotion 2024
