The showroom is part of Jaguar's rebrand.
The British luxury car manufacturer, Jaguar, has made a name for itself around the world. Now, it is opening a showroom in Knightsbridge, London. The opening date has not yet been confirmed, but here’s what we do know.
The showroom is part of Jaguar’s wider rebrand. The campaign launched in November 2024, with a tagline that read “Copy Nothing”. The campaign aimed to reimagine the way car advertisements are created. The advert featured a group of models in loud colours and eye-catching outfits, set against a bright backdrop – but with no cars.
Jaguar has recently hit the headlines, as it named its new Chief Executive, PB Balaji. He previously worked for the parent group, Tata Motors. United States President Donald Trump even criticised both the appointment and the campaign, and labelled the advertisement "woke".
The new storefront in Knightsbridge is bold and bright blue. The opening is part of Jaguar’s overall rebranding. This marks the flagship showroom in London. The hoarding on the new store is Jaguar’s signature royal blue, displaying the catchphrase and a QR code linking to the Jaguar website.
While previous Jaguar models have been discontinued, the brand is developing concepts for all-new luxury electric vehicles – including the Jaguar Type 00. The model was unveiled at Miami Art Week in December 2024.
Speaking at Miami Art Week, Gerry McGovern, Chief Creative Officer of Jaguar Land Rover, said: “Controversy has always surrounded British creativity, when it’s been at its best. At our very best, we have never conformed.”
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GO: Visit www.jaguar.co.uk for more information.