Opinion: Jaguar turns to EVs but many of its critics run on intolerance + Northvolt & Mercedes problems

?? Opinion: Jaguar’s rebrand is meh, but many of its critics are just fueled by intolerance

You could not miss it this week: Jaguar’s rebrand has made the headlines even beyond the sole automotive sphere, triggering a vast panel of reactions, from eyebrows raising to heinous messages. All of that, without even showing yet how this move would translate into its own car designs. So what’s the deal, you may ask?

To dissect how it triggered that much noise, we actually have to split the two components of the announcement: the new logo and badge in one hand, and the video illustrating the announcement on the other. And whether you criticize the former or the latter could actually be interpreted drastically differently.

First, the logo then. Far from only reinterpreting its former one, Jaguar is completely changing its approach here, abandoning its iconic jaguar for an all-text new logo, taking inspiration in the latest rebrand trends where icons are being put aside in favor of fonts, with the idea underneath that it carries a more “premium”, luxurious message. Many fashion brands like Burberry, Balmain, Yves Saint Laurent and so on have embraced this trend, but tech companies also followed, in what may be a way to simplify, appear more mature and have a most versatile identity through multiple medias. We won’t get into the specifics of it, we’re no designer, and others have done it better that we would like here.

But we can at least give our impressions. First, it’s not that much of a surprise: JLR already stated a while ago that it was willing to turn its group into a “house of brands” akin to the “haute-couture” houses. Then, the jaguar itself has not disappeared, as many teasing pictures are highlighting how it will still be part of the brand identity. But overall, it suffers the same problems than for all the other brands transitioning to this font-focused approach: it lacks of identity, differentiation. Ironic when the new brand’s motto is “copy nothing”. And while every legacy brands are drawing onto their history through the neo-retro trend, Jaguar has chosen quite the opposite, despite having quite a rich, 90+ years old, history. Or is it that different to others actually? If you look at it, multiple brands have chosen this approach recently: Peugeot, Citro?n or even Audi in China, have also chosen to give more room to all-text logos in their brand identity (and it’s subjective, but I think in an even less tasteful and subtile way, even caricatural). No, it’s actually more with the badge that Jaguar is shocking the most, completely ditching the cat for, again, an iconography based on its name.

But what the hell: if it seems a bit uninspired, it’s not ugly, exactly like all Jaguars released those past 10 years. So maybe it’s all for the best that Jaguar tries to be less conventional, less where we expect it to be which would be: not at the cutting-edge of technology and… with a jaguar in its logo.

Now, let’s be honest: would the reactions be as strong as they were if it was not for the promotional video released alongside the press release? A clue: Elon Musk tweeted about it, so it is definitely not “just” about the new badge. No no no, it’s obviously all about “wokeness”. How does Jaguar dare abandoning its big cat in its badge to publish a new brand identity where the video casts “gender fluid” characters and pink colors? It’s just not manly enough! No Jaguar, you got cars all wrong: give us bulletproof glass and big feline emblems that should work as a warning to whoever dare overtake us on the highway! If it’s ironic on my side, many reactions on Twitter and in the press are actually in that same vein, and reminds us on why EVs are actually mistreated by some medias and petrol-heads. “Do you sell cars?” asked Elon Musk on Twitter, once again (voluntarily) missing the point and faintly seeming concerned about the brand history: cars will come in due time, on December 2nd in Miami. Brand videos like this are all about the imaginary, the implicit, the underlying philosophy that is to be embraced by the company. It’s always been kind of far-fetched anyway, so obviously, I can’t help but see an intolerant narrative underneath many critics: why would we care now, especially for a teasing piece, while we’ve ignored so much insipid brand manifesto videos from others? And in the end: since when have we talked that much about Jaguar?

So do we like it? Not that much. Do we think it should have embraced more of its own history instead of a full reboot? Yeah we do. Do we think it shows Jaguar is doomed? No, because we’re sane, and will wait to see where it may bring its car design next December 2nd. Because yes, Jaguar might have lost its mighty touch for a little while, both in terms of sales, products and appeal, but we refuse to see Jaguar’s meh-rebrand being the sole base of our judgement. Let’s judge them on facts. And if people care as much about Jaguar as they criticized their rebrand: there may be great foundation to rebuild the brand on if they get the product right.

Oh, and by the way, we’re on BlueSky now. Might not be out of topic here.

?? This Week In The Mobility World

???Appointments (& resignations)

• Volkswagen has appointed Dr. Kjell Gruner , a Rivian Automotive executive, as CEO of its US operations, effective December 12, following a $5.8B deal with the EV startup. Gruner, who previously held roles at Porsche and Mercedes-Benz, brings expertise in onboard computing and software, a key focus of the partnership aimed at helping Volkswagen bridge the gap with Tesla and Chinese competitors in digital innovation. Amid declining earnings and market challenges, Gruner’s leadership will oversee North America, a region representing 11% of Volkswagen’s deliveries this year.
• Northvolt 's CEO and co-founder Peter Carlsson stepped down after the company filed for Chapter 11 bankruptcy protection in the US. The Swedish battery maker, once a leading contender in Europe's push for EV battery independence, is struggling with production issues, missed targets, and mounting debt. Despite receiving over $10B in funding since 2016, Northvolt needs $1-1.2B to recover. The company is restructuring to meet customer commitments, including Volkswagen and Scania, but faces uncertainty, with a possible liquidation if the process fails.
• Tesla and Rivian have reached a "conditional" settlement in a lawsuit accusing Rivian of stealing trade secrets and poaching employees. Tesla plans to seek dismissal of the case by December 24. The suit, filed in 2020, alleged Rivian recruited Tesla staff and encouraged them to take proprietary information. Rivian denied the claims, calling the lawsuit an attempt to slow its progress. Both companies have not commented further.

????♀? Job cuts

• Mercedes-Benz AG , facing declining global sales, has announced plans to cut costs by several billion euros annually. While details of the plan remain unclear, the company emphasized the need to increase efficiency to stay financially strong. It’s still uncertain how this will affect employees, especially with a company agreement protecting against redundancies until 2029 for most of the workforce in Germany. The company’s recent financial struggles, including a halved net profit for Q3 2024, are largely attributed to lower sales, particularly in the luxury segment, and a sharp decline in the Chinese market.
• Ford has announced plans to cut around 4k jobs in Europe by 2027, as it faces slowing EV demand and stiff competition from Chinese rivals. The cuts will primarily affect administrative roles and jobs linked to petrol engine production, impacting 2,900 positions in Germany and 800 in the UK.
• Mentioning the same issues, Bosch plans to cut up to 5,500 jobs globally! Germany will bear the brunt, with nearly 4,000 positions affected. The majority of job cuts (3,500) will impact software development for automated driving. Additionally, 750 layoffs are planned at its Hildesheim plant, and up to 1,300 jobs could be eliminated by 2030 at the Schw?bisch Gmünd site. Unions have strongly opposed the layoffs, calling them a severe blow to employees. Earlier this year, Bosch also announced cuts in its home appliance and tools divisions.

?? Factories/Manufacturing/Recalls

• Volkswagen workers are threatening strikes as they push back against the company’s proposed €17B cost cuts, which include pay reductions and potential factory closures. Ahead of critical talks, unions offered to contribute €1.5B in savings, but only if plant closures are off the table and stakeholders, including the Porsche and Piech families, share the burden. The dispute, which could lead to strikes across Germany from December 1st, highlights the company's need for deep cuts to stay competitive amid high costs and Chinese competition. Union leaders warn of a major conflict if their demands are not met.
• Stellantis announced temporary stoppages at its Termoli and Cassino plants in Italy due to challenges like low EV demand and competition from China (once again ??). Despite these issues, the company pledged not to close factories or cut jobs, but the Italian government has called for a sustainable investment plan by December 16th, including plans for a new battery plant and a small car to support the local auto sector.
• INEOS announced production of the Grenadier and Quartermaster models will resume in January 2025 after resolving a critical supply shortage. Despite a production halt in September 2024, the company is on track to sell over 20,000 Grenadiers by year-end. With growth in major markets, Ineos is optimistic that 2025 will be its best year yet and thanked customers for their patience.
• Hyundai Motor Company (?????) is recalling around 145,235 electrified vehicles in the US due to potential loss of drive power. The recall affects certain IONIQ 5 and 6 EVs, along with Genesis GV60, GV70, and G80 electrified models from 2022-2025.

???Tech

• Stellantis is tackling the massive task of unifying software across its 14 brands while transitioning to a centralized system, all under cost-cutting pressures. Offshoring development to India, Morocco, and Romania has led to delays and costly bugs, like those affecting Citro?n’s ?-C3 and utility vehicles, often requiring fixes in France. Despite criticism over its rapid pace and lack of team handovers, Stellantis insists it’s on track to roll out its next-gen platforms, STLA Brain, SmartCockpit, and AutoDrive, by late 2024, leveraging global talent to address a software engineer shortage. Meanwhile, Bjorn Nylander has published his 1000-km test of the latest Peugeot e-5008, which he sums up in his thumbnail after encountering several software issues during his journey: ‘This is not good.’

• Hamburg is still the epicenter of VW’s subsidiary MOIA testings as it is now rolling out its ID. Buzz AD prototype for self-driving ridepooling. The vehicles, equipped with advanced sensors and safety features, are being tested in cities like Austin and Munich as part of efforts to develop reliable urban transport. MOIA’s electric ridepooling service has already gained traction in Hamburg, and the next step is integrating autonomous technology. By 2025, the city plans to introduce self-driving vehicles into its public transport system!

• WeRide announced an MOU with beti - Experts Mobilité Automatisée . This partnership aims to integrate WeRide’s autonomous driving technology with beti’s Hypervision system (if you'd like to find out more about it, you can read their article on Hune Mobility here) to address Europe’s mobility needs. Together, they will develop high-performance AV solutions, regulatory frameworks for commercial L4 operations in France, and prepare for large-scale deployment. Congrats Benjamin Beaudet !

• The FCC has finalized rules to support C-V2X technology, which will enable vehicles to communicate for safety alerts, such as warnings of hazards or traffic issues. The decision allocates 30 MHz of spectrum in the 5.9GHz band for Intelligent Transportation Systems (ITS) and sets technical parameters for C-V2X. This move is expected to drive innovation in road safety, with companies like Ford aiming to enhance vehicle safety through communication with other road users.
• Nuro is stepping up its game with the rollout of its driverless R3 vehicles for testing in the Bay Area and Houston, marking a strategic pivot from operating delivery bots to licensing its AV technology to automakers and mobility providers.
• The Rivian 2024.43.0 software update is now rolling out, enhancing both Gen 1 (2021-2024) and Gen 2 (2025) vehicles. Updates include a new lock sound for day or night, improved driver profiles, AI summaries from Google Maps in navigation, better cabin climate, Gear Guard and infotainment stability upgrades, and more. Generation 2 models also get a new key fob and enhanced lane change on command!
• 百度 ’s Apollo Go has launched its sixth-generation RT6 robotaxi across multiple Chinese cities, and its price tag , under $30,000”, should be raising eyebrows in the US. The L4 autonomous vehicle, which uses a battery-swapping system, offers a cost advantage that US competitors like Waymo may struggle to match.

???New Car Reveals

• Hyundai Motor Company (?????) ’s Ioniq 9, the flagship SUV of the Ioniq lineup, takes size to the next level with its XXL dimensions, targeting primarily the US market. Measuring 5.06m in length, 1.98m in width, and 1.79m in height, it offers impressive comfort with a capacity to carry up to seven passengers. With a range of over 600km, the Ioniq 9 promises both space and performance, featuring a 110.3 kWh battery and the ability to charge rapidly at up to 350 kW! Launching first in the US and South Korea in early 2025, it will later make its way to Europe, likely priced from around €75k.

?? EVs

• Stellantis is rolling out its STLA Frame platform to support gasoline, hybrid, and electric vehicles, including full-size trucks and SUVs. However, the automaker has delayed the production of its electric Ram pickups until 2025, citing quality concerns. Despite industry challenges, CEO Carlos Tavares remains committed to their plans, which include increasing EV sales while balancing hybrids. With a goal of 50% electric vehicle sales in the U.S. by 2030, Stellantis faces uncertainty around EV demand, especially with potential changes to government incentives. The new platform promises up to 500 miles of range and 14k pounds of towing capacity.

• The $7,500 EV tax credit is on the chopping block, and if it gets axed, experts predict a 27% drop in EV sales. While Tesla might be able to navigate this change without much issue (Musk’s likely already planning his next tweet about it), other automakers could feel the squeeze, especially with big investments in US plants.
• 通用汽车 , however, seems to have a more cautious approach to the shifting EV landscape. CFO Paul Jacobson emphasized the company's commitment to sticking with its carefully calibrated production and pricing plans, designed to avoid the wild market swings of the past. Despite the potential loss of the EV tax credit and the uncertainty surrounding policies, GM is betting on its strategy of stability and gradual adaptation to help it weather any downturns.
• After months of negotiations, China and the EU may be close to resolving their trade tensions over EV imports. The EU recently raised tariffs on Chinese EVs to 45.3% due to concerns over unfair subsidies. China may agree to sell EVs in the EU at a minimum price, potentially easing the dispute. At the same time, the EU is considering a proposal requiring Chinese companies to share technology and intellectual property in exchange for over €1B in grants to boost Europe's EV battery supply chain. This move, mirroring China's former joint venture model, could extend to other sectors. While progress is being made, tensions remain high, and the outcome is uncertain.
• Concerns over EV battery replacement costs are fading as battery technology improves. A report from Recurrent predicts that by 2030, battery prices could drop to $35 per kWh, reducing replacement costs to around $4,500 for a 100 kWh pack. This makes battery replacement costs comparable to traditional engine replacements. Currently, battery replacements can range from $5k to $16k but the growing used EV market may help offset these costs.
• Lotus is adjusting its strategy and will now offer hybrid versions of future models, abandoning its initial plan to go all-electric by 2028. CEO Feng Qingfeng confirmed this shift at the Guangzhou Motor Show, citing the slow adoption of EVs in the luxury car segment. The new "Super Hybrid" technology will feature fast charging and a turbocharged combustion engine, extending the range to 680 miles. With PHEVs gaining traction in China, Lotus plans to integrate this tech into models like the Eletre SUV and Emeya saloon, aiming to meet demand without compromising performance.
• Smart Summon is now available in Europe and the Middle East, allowing Tesla owners to remotely summon their vehicle. However, while the U.S. version works within 65m, drivers in these regions must be within 6m, limiting the feature to a simple trick.
• Mercedes-Benz AG is exploring a new EV braking system that integrates the brake components into the powertrain, reducing unsprung weight and improving aerodynamics. This innovation could lead to smoother rides, more efficient designs, and less brake dust pollution, though it’s still in the testing phase and faces challenges, particularly in managing heat.

?? EV Infrastructure Updates

• US retailers are increasingly investing in EV chargers to boost foot traffic and sales, with studies showing a 4% rise in store visits and a 5% increase in spending near chargers. 沃尔玛 and 7-Eleven are building their own networks, while others like 星巴克 partner with automakers to expand. However, installing chargers remains costly and slow, with fast chargers costing up to $175k each.
• In 2025, a key tax benefit for French EV owners will end. The URSSAF has announced that from January 1, 2025, companies will have to include the cost of providing free EV charging for employees as a taxable benefit. Since 2020, businesses could offer free charging without it counting as a benefit in kind, but this will change, potentially impacting both employers and employees. Companies may face additional social security contributions, and employees could see this benefit taxed.

???Marketing/Dealerships

• Jaguar is set to debut its “Copy Nothing” global public installation during Miami Art Week on December 2, 2024.
• Zinedine Zidane, as part of his role supporting Alpine’s equal opportunity programs, visited 雷诺 teams where he also caught a preview of upcoming models, including the A290.

???Investment/Financial/Legal

• NIO蔚来 announced its Q3 2024 results, highlighting plans to maintain a ￥3B (~€395M) quarterly R&D investment in 2025. The company aims to expand its Onvo network to 300 stores by year-end and expects sales to double in 2025, with a target for profitability by 2026. Nio will introduce new models under the Nio, Onvo, and Firefly brands, with Firefly targeting the compact car market. Nio is also expanding into the MENA region, with a new store opening in Abu Dhabi on November 28.
• The French Bureau of Investigations on Transport Accidents ( BEA-TT ) recommended that Tesla modify its emergency braking system after a fatal 2021 accident in Paris, where a taxi driver accidentally accelerated instead of braking. The BEA-TT found that the driver panicked after the system activated unexpectedly, leading to the crash. Tesla was advised to prevent deactivation of the brakes when the accelerator is pressed and to better inform drivers about the car's acceleration. This raises the question: which is more dangerous, ghost braking or pedal confusion? The driver, charged with manslaughter, has sued Tesla, although no brake input was detected during the incident.
• Faraday Future will announce its stock ticker symbol change and AI strategy updates on November 25.

See you next Monday!