After creating a media storm a few weeks back by announcing a bold new direction Jaguar this week defined its bold new design language during Miami Art week.. Understandably, the traditionalists went into overload at the reveal of what it called its Type 00 design language. The five-metre-long coupe in vivid pink said to be a pure expression of Jaguar’s new creative philosophy, explained in just two words: exuberant modernism. According to Jaguars chief creative officer Gerry McGovern “ the Type 00 is the result of brave, unconstrained creative thinking and unwavering determination – the foundation stone for a new family of Jaguars that will look unlike anything you’ve seen before.” It’s certainly that, an exceptionally brave move ending 89 years of tradition and one can understand why the company expects to only retain around 10-15 percent of its existign customer base. I’m David Berthon.

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