Fortunately, premium automakers have not adopted a One Size Fits All approach. We have choices. Plenty of choices.
Increasingly, however, we are seeing a One Look Fits All Sizes methodology, limiting our ability to distinguish between a 3 Series, 5 Series, and 7 Series at BMW; between A4s, A6s, and A8s at Audi; or between C, E, and S-Class sedans at Mercedes-Benz.
With the second-generation XF appearing all but identical to the first XF, and the subsequent launch of the entry-level XE closely resembling an abbreviated XF, Jaguar’s guilty of the same crime against differentiation.
Fortunately, famed Jaguar design director Ian Callum says future Jaguar designs won’t be revealed merely as S, M, and L versions of the same t-shirt. Read More >














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