• Jaguar wants to make new customers feel like they’re involved in the manufacturing process.
• That’s why the British automaker will put out podcasts with some of its key team members.

It’s safe to say that Jaguar’s reincarnation is quite controversial. From the initial advertising campaign that had precisely zero cars in it to the bulky, muscular pink concept car revealed recently–it’s a stark contrast to what Jaguar used to be.

But it’s all on purpose, as the British automaker’s managing director said in an exclusive interview with TopGear. Not necessarily because Jag was in a bit of a slump, but because customers wanted something different. “The clients told us you’ve got to change the brand and the whole ownership experience,” said Rawdon Glover, Jaguar’s MD.

We’re talking about muscular, raw-looking all-electric cars that have very little–if everything–in common with the maker that used to be known for models like the I-Pace, XJ and classic E-Type. Jag even took a sort of sabbatical year off before producing a single car from its all-new lineup, so expectations are very high. The mentality behind selling cars also needs a fresh start, but how will that entail, exactly?

Podcasts, believe it or not, will play a big part in convincing people that a new electric Jaguar will be worth their attention and hard-earned money. “Buyers want to be treated like an insider. They’ll have podcasts of Gerry [McGovern, design head], our engineers, access to information that they wouldn’t otherwise get. They’re joining a community.” That sounds good in theory, but we’ll have to wait and see how it pans out.

The design will also play a major role in Jag’s reinvention. “We think there’s white space not just in price, but for a brand that’s being more disruptive,” Glover said for TopGear. “People buy cars for their design and interior. Powertrain is about 13th on the list.” As a reminder, Jaguar’s upcoming grand tourer will cost around $150,000, slotting between the Lucid Air and Rolls-Royce Spectre. “They’re going to buy it because they think it’s beautiful and the brand resonates,” added Jaguar’s managing director.

Sticking with the design theme, Glover had some cheeky comments about competitors’ choices, saying that many EVs today look like bars of soap because of aerodynamics. “You end up with vehicles that don’t have emotional resonance,” said Glover. “We’ve made the antidote. It’s completely different. It’s going to have incredible presence on the road.”