This month’s cover star, the McLaren W1, is one of those automotive marvels that truly takes one’s breath away. Having just pipped Ferrari’s F80 to public launch, it must also have felt satisfying for the British marque to defeat the Prancing Horse to the Formula 1 Constructors’ Championship at the tail-end of 2024.
As we head into this New Year, with a transition of power in government, the political temperature is white hot. I’ll share something Jay Leno quipped recently, which amused me, about Elon Musk joining Donald Trump’s administration, noting that he’d sold so many Teslas to liberal Californians, he thinks Elon is trying to persuade conservatives that they’re cool too!
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But seriously, electrification is a huge topic in the automotive industry, and Jaguar’s bold all-electric range, due to start sales in 2026, can be viewed as a $1.9 billion gamble as it reinvents its brand. This traditionally right-leaning brand has undergone a massive shift, with its controversial marketing campaign (which prompted Musk to jibe ‘Do you sell cars?’), logo changes and Miami Art Week concept car launch.
As I see it, Jaguar has concluded that not enough of its traditional base was buying its cars, to the point that it’s stopped selling new ones in the UK. Its reimagining campaign has annoyed loyalists, but so what if there isn’t a business case anymore? After the pearl-clutching outcry faded, what Jaguar has done is actually very smart…
This daring design will appeal to a younger affluent demographic, including many professional sportsmen, which will boost its profile further. I can also see it attracting all genders; I don’t think it was by accident that it launched in both pink and blue! It’s whipped up huge media interest, very clearly stated its aims, and revealed a concept car that boasts lines not dissimilar to a Rolls-Royce, for likely less than half of the price.
Speaking of which, be sure to check out Gabriel Vega Cortés’ road test of Rolls-Royces ultra-luxury Ghost Series II and Black Badge around the South of France. I spoke to Hollywood star Patrick Dempsey about his racing return and love affair with Porsche, and we also look at Alfa Romeo’s gorgeous 33 Stradale.
Happy reading, and drive safely!
Charles Bradley,
Editor in Chief
duPont REGISTRY
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