Hallucinogenic sci-fi movie: Inside the rather bizarre relaunch of Jaguar – Car Dealer Magazine

Unveiling a new concept car – the details of which are still under embargo until December 3 – Jaguar’s passionate team spoke for most of the day about how they plan to ‘delete ordinary’ and ‘live vivid’. Whatever that means… In what, at times, felt like a drunken dream, Jaguar personnel walked journalists through its plans to ‘reimagine’ the much-loved brand over the next few years. Calling it a ‘complete reset’, McGovern at one point told journalists that his team had ‘not been sniffing the white stuff – this is real’.