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It’s the death of an iconic brand. Pure suicide, totally ignoring their heritage and completely alienating their customers.
I’ve always loved Jaguars from the time I had an E-Type in a Scalextric set. The iPace i thought was genius.
This rebrand will go down as one of the worst gaffes of all time.
I feel sorry for the employees as the death of this loved British brand is in sight. RIP 🙏🏽
When a company does a re-brand, its a desperate last ditch move, and management have run out of ideas.
Its not usually a good sign, and re-brands are not usually successful.
But Jaguar and Lotus were the elite, its not looking good.
They had to move on, the Swiss Tony buyer would no longer keep them afloat. They have really shot themselves in the foot over the last few years.
That looks more like the HP laserjet they are going to print them on as part of a cost cutting measure
Mindbogglingly stupid.
Not only do i not like the branding itself, i think that’s going to be the beginning of the final chapter of Jaguar. I know quite a few people won’t like the way i’ll spell it out now, but there’s two proper moronic things happening here.
A: the marketing itself. Antagonising the “old white man” in favour of “liberal young empowered youth” is absolutely bonkers when you consider that the first new car in the line up is going to cost north of £100k. Blue haired Kevin the Starbucks Barrista and IPA connoisseur is not going to be able to afford it. So they essentially ditch their established customer base, because no one there is going to click with drag queens or whatever the frick those androgynous things are supposed to represent – and the people who do click with it, likely Gen Z, can’t afford it. Not even close.
B: british exceptionalism. It’s as stupid as american exceptionalism. No, Jaguar isn’t a big player anymore, and hasn’t been for a long time. They should act accordingly, accept humbly the position they’re in, and then work from that. There was nothing wrong with the brand itself, it was even meme-worthy (for youngsters) with Clarksons “Jaaaaag” comment that even established itself in the US. What was wrong was A: using ford parts in places where you’d expect Jaguar parts, leading to people simply calling them “prettier fords” and B: thinking themselves better than any other premium manufacturer, and not offering a volume model while not understanding the importance of 4 cylinder engines and diesels in the market for way too long.
Jaguar isn’t Rolls Royce. They can’t afford to act like they are. Decades of mismanagement led to this point, and instead of FINALLY fixing the issue and start targeting markets where they can sell cars, they start targeting people who can’t afford them in the first place – and even if they could, they’d probably move to “greener” alternatives where the leather isn’t from animals etc (though it’d be funny if they offer a 100k car with artificial leather or cloth) and cost less than half that.
This entire campaign is one thing: a narcissistic exercise by a stereotypical gay person, marketing to his friends. And don’t take this as homophobic or something – the guy is built like a rugby player, wears hotpants and blouse opened to the stomach with his husband, holding a cockapoo. Those marketing images are aimed at him.
Just absolutely mindboggling.
Prior: SEAT Ateca Xcellence Lux 1.5 TSI DSG MY19, VW Golf GTE PHEV DSG MY23
Current: Hyundai Ioniq 6 Ultimate
Next: we'll see what's available in 2028.Are they thinking a large portion of their customer base are older men who may not be keen on switching to an EV, is it worth continuing the existing branding that appeals to them or switch to new branding and aim for a new younger demographic who may be more ready to adopt EV’s.
Are the opening two words referring to what is about to follow?
You are not alone.
I read the first 2 lines and that was enough.
I did not bother with the rest.
I’m certainly no fan of it, but it feels like this is the way of the world these days.
When you look at how younger generations are making big money these days, through influencing on social media and all the crap that wouldn’t even be called a job a real job 10/15 yr ago. Its not hard to see why brands like Jag are making big u-turns. They are wanting to increase sales over keeping their loyal fanbase happy. They’ve probably got some social media savvy young upstarts on the board itself these days.
Car companies seem to be in crisis, especially some of the bigger brands. I’ve just seen photos of the new BMW 3 series and it doesn’t have any of the attributes you would associate to a BMW at all or something you’d aspire to own.
I never got the appeal of Jags. Even since I was young they seemed to be the car that old men drove to the golf club. The badge design seemed pretty naff to me (though I’ve never been interested in / had the money for high value marque cars). I suppose the 1960’s e-type was pretty iconic but as someone’s who’s spent quite a bit of time in a 1968 mark II I have no fondness for those old classics in today’s motoring environment. Evolve or die.
blah, blah, blah
Are the opening two words referring to what is about to follow?
As mentioned on a previous post, entering a market that is in disarray with Audi EV Belgian factory to close, I Pace in Austria, two VW in the Fatherland and the Chinese shunning western EV brands, except Tesla. I mentioned the Geely/Lotus, Wuhan built BEVs. They announced yesterday, that the commitment to EV only by 2028 was an error and will develop a PHEV version.
my most memorable passenger rides were in a colleague’s E Type and blagging a ride in a demo XJS convertible in Santa Monica. Proud to be British and dealer said they sold every car they could get.
horrified at this so called rebrand We suffered ridicule with the “ethnic art” replacing the Union Jack on our BA tail planes.
The Model T was the first mass produced car, available in any colour as long as it was black. Perhaps jaGuar could replicate that strategy, replacing black with pink – feel sorry for all the loyal, dedicated workforce. They must despair.
Marketing genius. There are more people talking about Jaguar today than have ever done, it is a quite deliberate strategy. Many people now know about the 2nd Dec launch date, that wouldn’t normally know about a car launch date. This is not a mass market car, they will sell out before they get to full production, without a doubt.
Marketing genius. There are more people talking about Jaguar today than have ever done, it is a quite deliberate strategy. Many people now know about the 2nd Dec launch date, that wouldn’t normally know about a car launch date. This is not a mass market car, they will sell out before they get to full production, without a doubt.
Whilst everyone else is being hysterical, I was thinking with myself and how it must’ve been planned down to last detail.
I think Jaguar definitely needed rebranding, and it will be interesting to see how this new direction goes.
“Phil” has quite a valid point; I think the brand will be focusing on profits over sales figures. It will definitely be targeting more affluent younger people.
“ReluctantCripple” also has a point. When I was a child, I only ever saw middle-aged to much older people, mainly men, driving Jaguars, and as a youngster, it was not aspirational for me.
I understand the emotionally charged backlash from fans and customers but if the brand can follow in the footsteps of Range Rover or even MG, they should be able to secure their future. I wish Jaguar the best of luck!
Motability cars:
2015 RR Evoque AWD 2.0 TD4 SE Tech - written off
2017 Toyota CH-R 1.2T Dynamic CVT AWD - written off
2019 BMW X2 2.0L Sport
2023 Nissan Qashqai e-Power N-ConnectaGo woke go broke. This is the same person that destroyed Bud Lite.
That phrase has virtually lost all of its meaning. That same terminology can be applied to the current Defender as well.
Nonetheless, Jaguar’s response to that was “Go hard” 🤭.
Motability cars:
2015 RR Evoque AWD 2.0 TD4 SE Tech - written off
2017 Toyota CH-R 1.2T Dynamic CVT AWD - written off
2019 BMW X2 2.0L Sport
2023 Nissan Qashqai e-Power N-ConnectaGo woke go broke. This is the same person that destroyed Bud Lite.
That phrase has virtually lost all of its meaning. That same terminology can be applied to the current Defender as well. Nonetheless, Jaguar’s response to that was “Go hard” 🤭.
The new Defender has grown on me, it’s had phenomenal success, it’s Land Rover’s best selling vehicle and has won many awards.
Are the opening two words referring to what is about to follow?
Clever.
If you take issue with a particular point, point it out. Suggesting someone is stupid for calling out the same strategy that almost sunk Anheuser-Busch (Budweiser).. bold. Of course, if you ignore the very real consequences of strategies like this – in case of Bud Light, dozens of companies relying on Anheuser Busch closed, hundreds of jobs lost, 29 billion USD wiped out, revenue down 10% to this day.. yeah. Easy to be “clever”.
Totally sane strategy, worked well with former americas #1 beer producer. Hey, they didn’t go under, and they’re still ranking what, 14th i think, nowadays.
We haven’t seen any of this before, i guess. I wonder why no one else thought of the grandiose idea to antagonise an existing customer base to hunt down a new one that doesn’t have the purchasing power to afford your product.
Publicity stunts using DEI as the “driving factor”, to this day, have always failed. Not a single one had a positive outcome. Be it the aforementioned Bud Light, be it Nike, be it Ben&Jerrys, Levis or Disney. But i’m the stupid one for pointing it out, not the people who think that there’s no such thing as “bad press/publicity”. Must be a generational issue. The only difference here is that these were/are incredibly successful companies, capable of feathering the negative impact on sales.
Something Jaguar notably isn’t capable of.
Prior: SEAT Ateca Xcellence Lux 1.5 TSI DSG MY19, VW Golf GTE PHEV DSG MY23
Current: Hyundai Ioniq 6 Ultimate
Next: we'll see what's available in 2028.Ref: the LR Defender. Like the Discovery, it is built in Slovakia. Owned by an Indian company, is of little benefit apart from some components, to UK manufacturing or West Midlands jobs.
I hope that jaGuar succeeds, but the dreadful residuals of the competition, such as the Porsche Taycan and same brand i Pace, must give potential customers some concern.
Lets hope that recent solid state battery progress made by Toyota and CATL will transform BEV development.
edit to add headline today:
Battery giant Northvolt files for bankruptcy in major setback to Europe’s EV ambitions
-at least still in production in Sweden. What happened to Boris’s British Volt factory?
Go woke go broke. This is the same person that destroyed Bud Lite.
That phrase has virtually lost all of its meaning. That same terminology can be applied to the current Defender as well. Nonetheless, Jaguar’s response to that was “Go hard” 🤭.
Except it’s true. Bud Lite is now going through an extensive marketing campaign to rid itself of the woke campaign that virtually destroyed the brand. Jaguar will end up doing the same.
Well, at least we can rule out Jag making any kind of return to motability in the future.
Seriously, it’s not really worth giving a sh#t about is it?
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