thoughts on automotive design

I’m a new addition and contributor to this blog. Call me Ronnie Retro. Having worked in the fashion industry for 10 years now my obsession is brand DNA, brand identity and brand reputation. Design is only a small part of the fashion (and automotive) business. In my job I always end up asking “but is it COOL?”

First post is this comparison of the current XJ and the original. The new car may look avant garde and unrelated to historic Jaguars at first glance but closer analysis shows the designers have done their homework and paid their homage. They balanced this beautifully with the need to create something fresh, modern and striking. The current XJ looks the business, especially in black and slinking through London in long-wheelbase guise. Mercs and BM’s pale into insignificance next to it (somehow looking way too mafia or corporate) and only a Rolls can outshine it at red carpet events. As for Maybach… the less said the better. Well done Jaguar. This car has single handedly answered a big fat yes to my first question. It’s COOL.