The Foreword

The Foreword JAGUAR CUSTOMER INSIGHTS SENIOR MANAGER ANA RAMIREZ ON LISTENING TO THE MOST IMPORTANT VOICE OF ALL: YOURS It’s always a hugely important, exciting moment when we reveal a new car to our customers – especially when it’s as groundbreaking as the new Jaguar E-PACE. But in fact our customers helped us make the E-PACE, just as they help us make every new Jaguar. I work in our Customer Insights team at Jaguar, and our mission is to bring our customers’ voices into the creative heart of our business. To do this, we try to see the big picture. We look at trends in the world at large to help us anticipate the kind of vehicles you’ll want, perhaps before you know you want them. We use that research to plan how the Jaguar brand should develop, and identify the type of vehicles we should be building. That’s what led us to make Jaguar’s first crossover, the Jaguar F-PACE. We know that sales of crossovers and SUVs have more than doubled in the last five years, now accounting for a quarter of the cars sold each year around the globe – with compact crossovers like the E-PACE showing particularly rapid growth. So it’s right that Jaguar should have a strong presence in this exciting market. And of course we talk to you directly. We invite our current customers and those we’d like to win over to come and look at our early design studies – in secret, of course. We ask you to walk around the cars and rate them, and then we’ll talk to you in more detail to really understand your responses. We even come to you. We do ethnographic research projects where we immerse ourselves in the lives of our customers and potential customers. We visit you at home and observe how you live and how you use your vehicles. We even film it. It might sound a little intrusive but our participants are always incredibly willing. They’re excited to know that they’ll help us build a new Jaguar. We see the same enthusiasm from our designers and engineers, too. Design Director Ian Callum and his team are very engaged in our work and are always interested to learn more about our results. Building a new Jaguar in this way becomes a truly enriching experience for everyone involved. At the end of the day, though, the voice that matters the most is yours. Here’s an example of how you help make a difference: The research we did when we were first considering the F-PACE suggested that a Jaguar crossover would be so popular that we ought to create two. But we also learned that our customers wanted a smaller ‘cub’ Jaguar crossover to have its own personality, one that could set it apart from the bigger F-PACE. And when we researched the options for the design of the E-PACE we found that the more vertical headlamp design – closer to that of the F-TYPE than the F-PACE – was more popular. So that’s the design you’ll see on the car we reveal in these pages. We’re very proud of it. Our research makes us pretty sure you’ll like it. And we’d like to thank you for your help in making it. Ana Ramirez Senior Manager, Customer Insights PHOTOGRAPHY: JON CARDWELL 6 THE JAGUAR