Jaguar say the electric I-Pace SUV means the current definition of ‘Car’ by the Oxford English Dictionary (OED) is wrong and is campaigning for it to be changed.
PR pushes for cars comes in all shapes and sizes, but Jaguar’s latest promo wheeze is a little different to most as it heads down the lexicography route to get a few headlines for the electric I-Pace.
According to Jaguar, the arrival of the I-Pace has changed what the definition of a car is, and they’re campaigning to get the Oxford English Dictionary (OED) and Oxford Dictionaries to change their definition of a car to reflect what the I-Pace is.
Currently, the OED definition of ‘car’ is:
a road vehicle powered by a motor (usually an internal combustion engine) designed to carry a driver and a small number of passengers, and usually having two front and two rear wheels, esp. for private, commercial, or leisure use.
Frankly, we can’t see anything wrong with that because, certainly for the foreseeable future, the ‘usually an internal combustion engine’ bit isn’t going to change.
Perhaps we have more sympathy with Jaguar’s moans about the definition by Oxford Dictionaries.com, which states ‘car’ means:
A road vehicle, typically with four wheels, powered by an internal combustion engine and able to carry a small number of people.
David Browne, Head of JLR’s Naming Committee (yes, there is such a thing), said:
A lot of time and thought is put into the name of any new vehicle or technology to ensure it is consumer friendly, so it’s surprising to see that the definition of the car is a little outdated. We are therefore inviting the Oxford English Dictionary and the Oxford Dictionaries to update its online classification to reflect the shift from traditional internal combustion engines towards more sustainable powertrains.
Jaguar has petitioned the OED and Oxford Dictionaries to change their definitions, and want you to join in on social media with the hashtag #RedefineTheCar.
It’s a bit of PR fluff, but as far as we’re concerned the OED is spot on, as always, even if Oxford Dictionaries could do with an update.