Surprised there isn't a thread on this, just watched the new brand launch video and was left thinking wtf....possibly I'm not the target audience....
Always loved their cars and style - grew up wanting an e-type and a guy on our road has a f type which looks stunning.
No idea what the new cars are going to look like, but if they are neon pink and yellow it will be a hard pass....
Topgear article is worth reading:
Jaguar's massive rebrand explained: what's all the fuss about? | Top Gear
I get it - they want to move away from this...
...and compete with the likes of Tesla, BMW, Audi and the like with the sleek modern outlook.
Hanging on to the old traditions no longer makes sense when the power train is now electric rather than a roaring V12. And they've got a year to convince people.
Can't say I'm keen on the logo though. And the new grill badge is meh.
Jaguar has always been luxury saloons and sports coupes - whether that translates in to the "new" image is another thing....
As for the video - I agree WTAF???
When I first watched it I thought it was for some sort of pride/inclusivity/diversity related clothing launch.......
Well it has upset Fagash, so it's doing something right.
It's a 30 video that looks like a spoof bit from Zoolander. It's ludicrous nonsense that no doubt cost an absolute fortune.
But, it has absolutely infuriated the 'Go woke go broke' brigade and I'm all for anything that pushes those frothing muppets closer to heart failure.
^ that, seems to upsetting all the right people and gets them loads of frothing publicity.
It upsets me simply because of the mix of upper and lowercase– if it had significance I could understand it, but it doesn't appear to have any that I can see (other than avoid having an untidy descender in the middle).
i watched the vid with my missus who was a Unilever marketing exec - and we went through everything we thought they might be advertising, - Paint (ICI did something similar yonks ago), Inclusivity org, Fashion show, theater production, perfume. It's bonkers - but fear not, LandRover are very much going the opposite direction with thunder V8's in Defenders (see latest Dakar release).
Also, if they are trying to go super luxury - then the knockon affect for jobs will be huge, as a company with that many employees will not make it through into that sector -and it will also have huge impact of UK secondary and tertiary engineering jobs - we saw the outfall of that during dieselgate.
who else thinks the TWR car is Lister Storm with some more make-up?
Seen better marketing videos on The Apprentice getting ripped apart. If you didn't know who jaGuar were you'd have no chance of guessing what they were selling. It's so bad I can't help but feel it's been a deliberate ploy
who else thinks the TWR car is Lister Storm with some more make-up?
Storm, no. Lister Le Mans XJS copy/update, yes
I'd still buy an XJS though if a lottery win were to come my way! 🙂
When I was a kid one parked up in my village back in the 80s and it had a phone in centre console! That car certainly drew a crowd.
^^That TWR version is an abomination. Goes against everything an XJS was about.
If they've purposely done it to troll the daily mail cohort, as part of a repositioning towards younger more liberal and diverse buyers then I love it.
is that in response to the Lister storm thing - if so - no, not a bad idea at all, they were lovely and had their factory just round the corner from me so used to seem them about quite a bit (theyve moved now).
That XJS up there looks awesome - if I had the money..... better than the latest common generic shape porsche with silly fake engine sound
I do think the recent f type was a very pretty car, not e type level but they are very nice up close
I am not a petrol head and never owned a car with an engine bigger than 2.0. But I always have lusted over nice cars
Seems like an extreme exercise in brand repositioning. So brave that it seems a bit desperate, but hats off to them if it works and younger people start buying their cars again.
What they were doing already obviously wasn't working and the "heritage" angle is a non-starter IMO (like a lot of their cars allegedly).
The E type seemed old and boring when I was a teenager in the 1980s, the most-famous Jag drivers are Inspector Morse, Arthur Daley and John Prescott. I think the recent F Type looks great, but I guess it wasn't as successful as they'd hoped? So now they're pivoting to (electric?) cars as consumer commodities and fashion accessories?
@roli_case - that demographic you hope it's a success with don't have any money!
I think the only thing i've agreed with Farage on is that this will only appeal to non binary, vegan baristers (sic).
It's generally us middle age types who can afford to drop £50k+ on a car and this sort of advertising i don't thing will be appealing. It certainly isn't for me.
"younger people start buying their cars again."
But that's the thing, young people aren't buying ANYBODY'S cars.
If you are driving you aren't on your phone/internet and so young people have reducing interest in being behind a wheel.
Having your first car used to be about freedom ..... You don't need that freedom if all your pals are online in their bedrooms too
But when I opened that Top Gear page, and saw the logotype in relief for the first time, as it might look on the back of the new car, it made sense to me and looked fresh, clean, and energetic with a hint of luxury (gold on white helps).
Mainly, though: mega-plus points to the designers for putting distance between the new Jaguar and the toxic 'Great British Cars, Mate' / Brexit-mobile associations which any of the prestige brands trading on 'Britishness' are now tainted by.
I predict this rebrand will become a great success, and I'm very interested to see how the concept car looks.
Anyway, Jaguar don't care what I think, I'm not target audience (too old).
Have a look at the camouflage pics of the test car. Whatever it ends up looking like it will be far more impactful than the slightly swish SUV that was the iPace.
I hadn't realized that Jag had stopped selling new cars, and won't restart until late 2026. Which makes me wonder who will remember this rebrand by the time they actually have something to buy.
It’s generally us middle age types who can afford to drop £50k+ on a car and this sort of advertising i don’t thing will be appealing. It certainly isn’t for me.
and to Ro5ey's point above - it wont be £50K - they are aiming at the super luxury which will be £100K+ so it alienates even more, when that market is trying to buy an over-inflated house!
Well it has upset Fagash, so it’s doing something right.
But, it has absolutely infuriated the ‘Go woke go broke’ brigade and I’m all for anything that pushes those frothing muppets closer to heart failure.
^ that, seems to upsetting all the right people
I see your points, and whilst I tend to agree with where you're coming from, I don't see it as a net win for society. All it does is further feed and stoke the fires of the culture war bullshit.
that demographic you hope it’s a success with don’t have any money!
I don't know, the oldest millennials are over 40 now, plenty of them are earning enough to buy a jag and some of them have cash to burn after inheriting vast sums tax free.
And of course plenty of Gen X are relatively liberal, compared to boomers at least.
Ultimately boomers aren't going to be buying new cars forever so they do need a rebrand.
but fear not, LandRover are very much going the opposite direction with thunder V8’s in Defenders (see latest Dakar release).
This is probably what's driving it TBH, the new requirements that car companies have to do x% of their models in electric, Landrover is commercially committed to the fire-snorting Clarksonmobiles so Jag side of the business has to take the hit.
that demographic you hope it’s a success with don’t have any money!
The number of VW ID Buzzes and Teslas I see rolling around suggests otherwise, the Boomers are minted right now but they're all in the process of retiring and running down their savings, the millenials are already well into their 40's have growing buying power and they generally aren't that into the old pringle sweater and V8 Jaaaaaaag vibe.
Either way, we're talking about it so it's done its job.
I see your points, and whilst I tend to agree with where you’re coming from, I don’t see it as a net win for society. All it does is further feed and stoke the fires of the culture war bullshit.
Agreed, and well said.
I've seen this sentiment shared on here before and I feel it's reductive and unhelpful.
But as Sui just said, it seems like they're trying to go more upmarket now as well, so looking to attract very well off customers rather than mildly aspirational ones.
It feels a bit cheap and grubby in terms of marketing. Releasing a new logo and teaser ad that look they were made on The Apprentice, then waiting to release a teaser of the car the next day with a proper unveiling soon in an obvious attempt to ruffle feathers.
Still, there's been so much commotion online that it has turned what would otherwise be another car launch into front page news.
I'm guessing they're banking on the Chinese buying it, but I suspect that the tech will feel a decade behind where the domestic stuff is, which could be a tough sell.
In terms of their recent output I always thought I'd sooner have the Land Rover/Range Rover equivalent SUV and no-one is buying anything that isn't an SUV. The I-pace was cool, but was a touch early i think and it started feeling a bit outdated by the time people had become comfortable with it.
I’m probably in the rough demographic (IT upper management) and quite like what they’re doing. Possibly because it’s annoying gammon/daily mail types. Clever way to get noticed.
But it all depends on what the cars look like. Presume they are VERY confident that the new cars are cool.
Also say JaGUar rather than Jagwaa. Not completely silly to try and get the whole world to pronounce your brand name consistently.
Rebranding a bit pointless if the new cars are still unreliable
But that’s the thing, young people aren’t buying ANYBODY’S cars.
If you are driving you aren’t on your phone/internet and so young people have reducing interest in being behind a wheel.
Yes. That's the reason 😀
Not completely silly to try and get the whole world to pronounce your brand name consistently.
Coming soon the rebrand of PawschAAA, shortly followed by KernIGGzeG. Apparently nobody would take on the Hyundai brief.
Oh and adverts without the product didn't do Cadburys or Apple any harm.
In two minds.
Always loved Jaguars (not the SUVs! Ugh) especially the sleeker sporty ones, looking amazing in that green. It's just the colour that Jags have to be.
This new thing? It's not Jaguar any more. Something completely different. I guess that's the idea, but it's a shame anyway. Will reserve judgement until I see the car though based on that zebra teaser thing, I'm not gonna like it much.
...And the JR logo is horrid. Uglyuglybadandwrongdontlikeitgoaway
^^That TWR version is an abomination. Goes against everything an XJS was about.
What exactly was the XJS 'about'?
Was it the hydraulic powered windows and sun roof that leak everywhere, the electrical gremlins, the overheating or the rust that you'll miss the most?
That TWR version is an abomination. Goes against everything an XJS was about
That would be to forget Jaguars early racing heritage, early 50's at LeMans XK120, D'Types, The TWR XJS from the 80's where that restomod has its roots in. My mate had a big V12 XJS, manual converted, fettled to take it away from the luxxe barge and to make it sound more like those earlier racecar V12 the engine was derived from. Had to wear shades to drive it as the big low tech lump blew soot through the airducts every time you gunned it, and it pulled like a train up to 150. It did not do double figures mpg, and vapourised engine oil almost as quickly as fuel. Proper hairy chested mans car, none of this luxury lifestyle nonsense.
Was it the hydraulic powered windows and sun roof that leak everywhere, the electrical gremlins, the overheating or the rust that you’ll miss the most?
Ssshh! Jaguars are for looking at.
hatterFull Member
This is probably what’s driving it TBH, the new requirements that car companies have to do x% of their models in electric, Landrover is commercially committed to the fire-snorting Clarksonmobiles so Jag side of the business has to take the hit.
No I don't think so, LR are doing quite a lot of press on their electric Range Rover, and I reckon that will be a big seller at whatever ludicrous price they ask.
It's a pretty funny advert. Good luck to them.
I read an article saying that all luxury brands know that the people who pay their rent are the 60 year old senior managers *but you don't say it out loud*.
i agree that the Tesla market is probably what they'd like to tap into. But if it's at the cost of their existing customers, they may be in for a tough few years.
LR are doing quite a lot of press on their electric Range Rover, and I reckon that will be a big seller at whatever ludicrous price they ask.
Good point.
Range Rovers have become the default aspirational luxury vehicle for people who aren't driving enthusiasts, many of whom will be wanting an EV. And it's not because of their reliability.
Who's to say they can't do similar with Jaguar as a brand?
It's a product that isn't marketed at me, or any other regular person though.
All I know is that they are going 100% electric and trying to compete with the likes of Bentley and RR.
This single ad has created more buzz than any other car advert for decades and doesn't actually show a car or give any details whatsoever of the company, specs of any car etc. so I think it's pretty clever - it's even got all the marketing people up in arms as it's not clear what they are advertising - if you're trying to reinvent a brand and aim it at the super rich all you need is buzz.
I bet they've had enough enquires and pre orders (without launching a car) to potentially make the company viable for the future. As long as the product is great.
Let's be honest, most people won't buy a 200k+ car straight off the forecourt. But the super rich will buy one just to have it first and won't care about depreciation because it's pocket change. Electric cars also depreciate at a faster rate than combustion vehicles, how much will a 200k 100% electric vehicle be worth in 10+ years?