Excitement between the bla-bla

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Press releases can be quite a drag. But if you manage to wade through them you may discover a thing or two. Take this announcement, full of typical press prose about ‘meeting the increasing expectations of today's most discerning and enthusiastic car customers’. Still with us? Now get beyond the ‘ultra luxury products’ and ‘truly bespoke commissions’ blather and between the lines you will read about Jaguar’s exiting plans for vehicle restorations and recreations in a new workshop based at the old Browns Lane premises. From here the boys are currently working on six 'reborn’ lightweight E-types, as announced a while back.

Now they appear to have more up their sleeve. So what should be next after the lightweight ‘E’? How about recreated SS100s? XKSS’s? XJ13s? Zagato bodied XKs in liaison with the Italians? Anything is possible. Certifying cars on their authenticity, like that other well known sports car manufacturer, too. A good idea? It may sky-rocket some projects and upcoming sales (Coys Blenheim) in the very near future. But, please, Mister John Edwards, Managing Director of Jaguar Land Rover Special Operations, just don’t say: “As a business, we are completely focused on enhancing and personalising the relationship our most discerning and enthusiastic customers have with our brands.” Just throw out the excitement, without hesitation and marketing phrases. Act like a Cat. 

(text: Jeroen Booij)

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