Jaguar aren't in the £200k + market.
fossyFull Member
Rebranding a bit pointless if the new cars are still unreliable
I don't understand this - Jaguar were rated higher than BMW in the last 3 JD power surveys. and In Whatcar - they were level pegging with Mercdes and Volkswagen and just slightly behind Mazda.
J =/= LR
I once met a guy at work who stopped to chat. I mentioned that I liked his car that his (adult) son was driving round his lawn.
After a long story he explained he found out it was the original jaguar prototype.
He had quite a car collection, Model Ts, nazi amphibious cars the works.
He also had a mega bike collection in his loft..... Boneshakers onwards.
No real point but a nice old car. Hope the new lot do well.
"We need to re-establish our brand and at a completely different price point so we need to act differently. We wanted to move away from traditional automotive stereotypes,
If we play in the same way that everybody else does we'll just get drowned out."
Rawdon Glover- Jaguar managing director
I was puzzled when I saw it, thought it was very Eau Du Toilette-esque, then I read this and it made perfect sense to me.
I then got on with my day. Others obviously didn't.
Rebranding a bit pointless if the new cars are still unreliable
They don't have any new cars.
Jaguar aren’t in the £200k + market.
It's not that long since £100,000 for a Land Rover product would have been unthinkable.
So just hang on a couple of years...
Chap round the corner runs a celebration xjs as a daily, i love it. It is big though, often tempted as mint ones go for c15k and everyone stops to chat with him.
^ Richard Osman talked about this on his podcast the other day. Very few people will be in the market for a £100,000+ car today. They may have bought one 6 months ago etc.
This rebrand is aimed at those buying in 12-18 months, and one thing it's done is got us all talking about Jaguar.
I predict brand collapse before they change hands for 1 yen and are relaunched as an electric SUV company.
I like a few Jags, but BL then Ford did them a lot of damage (Volvo got off lightly by comparison when Ford scarred them). I still can't get over there being Jaguar diesel estates and SUV's - brand betrayal!
Hope they put as much product into the actual car as the marketing. If the car is good people will buy it.
I grew up loving Jags and way back an XJ was something special . It all went wrong when they chased volume .
2 jaguars, both in their natural settingsThe thing is what the hell do they do, it's never been a big successful brand, early Jags offered plenty of performance and good looks as long as you didn't look to closely at the fit & finish.
The XF & XE are both good looking cars but have never sold like they wished as more people bought 3 or 5 series BMW's the F Type was always up against the 911.
The S type was retro "didn't sell" the XF & XE modern "didn't sell" so they are rolling the dice one last time IMO
Sadly they are a company that has never had deep pockets for "stuff" even when owned by big corps the money was never there.
2 jaguars, both in their natural settings
FiL is sat next to me nodding.
He saved up and finally on retirement bought his XE. In 18 months it was in garage for 8 months, 4 different long term loan cars, before Jaguar agreed to buy it back...
I hope they improve over the Ipace when they do launch. I test drove one when we were 1st going electric and whilst it was nice to sit in I just couldn't get past how massively inefficient it was. The range for the size of battery was pretty shocking. Tesla Model S absolutely trounced it on practicality and efficiency. Still not really any options in my mind for a nice estate to replace my 530D. The new 5 series electric is also hugely inefficient. They are all too bloody heavy!
Only jag I would consider is an F Type, Look lovely and sound great with the V8 engine. Not sure I would be in the market for a new one without it being something of a step up from what is on the market in terms of overall usability and performance.
It’s generally us middle age types who can afford to drop £50k+ on a car
Who are Jaguar's buyers now? They're presumably more marketing managers in Shanghai than middle aged bank managers in Basingstoke. All the British Racing Green, Inspector Morse, Stirling Moss stuff will be irrelevant to them.
With a £100k starting point and a striking new look it's going to challenge the market that's for sure. There are some 'interesting' design choices from what I've seen, it's certainly a new direction.
I really hope it does well, it could be a belter of a new car but unfortunately if it isn't well received then I fear Jaguar will be sold off, leaving Landrover on their own.
Meanwhile, over at Lotus
Waderider
I still can’t get over there being Jaguar diesel estates and SUV’s – brand betrayal!
Don't think that kind of thing is important to buyers any more. Porsche sales are ~80% SUV for example.
JaGuAr are more interested in trying to stay relevant in the China game and young upwardly mobile Chinese buyers increasingly see European car brands as cars their grandads would buy. Your sad old view of cars is irrelevant in the new world order, sorry. The future of electric and China doesn't appear rosey for the likes of jAgUAr.
Honestly who cares? This is all to get the car bores yapping.
They've apparently alienated their traditional buyers, except those dusty old giffers have been giving Jags the swerve for a long while. They can't compete with Ze Germans in the exec saloon or family car markets and they've got to go leccy soon anyway. At least they've grabbed a bit of attention.
Will "young people" buy whatever actual product Jaguar eventually put out? Who knows? Given the state of their economic prospects I image most younger people wanting a car will be wringing their hands over the choice between a used Corsa or Fiesta, do we really think millennials are even vaguely interested in financing a Jag?
The only thing I really know is they're a car company with a wee bit of heritage to be leveraged going forward; if they don't work the name 'E-Type' or maybe 'EV-type' into their new EV product line then someone in marketing needs to be strung up by their genitals... "Copy Nothing" sounds groundbreaking as a slogan, but maybe consider reusing that old name and perhaps borrow a bit of that old styling? The one thing that never goes out of fashion is nostalgia...
Should have just ended it and started a new brand.
Should be listed status to protect national heritage brands, like there is for buildings.
that lotus looks bloody horrible as well. bland and generic looking
cant say i ever liked or lusted after any suv or saloon from any brand....
I’m in two minds about this, it’s either marketing genius or desperate dad-in-a-disco stuff. At the moment I’m thinking possibly the former - a last ditch roll of the dice to take them into a new market segment as the European car industry disintegrates under an onslaught of Chinese manufacturers and as the old folk willing to pay more for a BMW or Audi badge die off. I could be completely wrong though and in future their target market will all have autonomous Huaweis.
The only thing I really know is they’re a car company with a wee bit of heritage
I guess the thing is , when you strip it right back - all that's left of the 'heritage' is a bit of IP. There's nothing left of the original brand in terms of ownership, manufacturing plant, long standing influential employees/directors...or..... anything. Just a name and silhouette of a big cat and a back catalogue of other people's work with the same stickers on it.
I imagine lode lane and Castle Brom plants are finally going to get shuttered and production moved to slovakia.
Should have just ended it and started a new brand.
But isn’t that what they’ve effectively done?
And as far as the ‘new’ font is concerned, as soon as I saw it I thought of the 1920’s/30’s, art deco and in particular the Bauhaus school of design in Germany.
I studied the Bauhaus as part of my course at Bristol Ashley Down School of Design and Print. Hugely influential even now, ‘form follows function’ was more or less their ethos. Those stacking chairs every school had in their assembly hall? That design comes from that school of thought.
Jaguar aren’t in the £200k + market.
Yet...
And isnt that the point of the rebrand? Jaguar have been in the mid price car market for several decades now, the middle management company car that used to be the likes of Mondeo's. They used to be a luxury car brand, that's what they are aiming at.
The new car will be with a 100k+ starting price. They are reportedly going after the Bentley luxury car market. Forget Tesla, they are going budget in comparison.
Marketing is all about awareness, without that it's pointless, but like I said, you need a good product (at the right price) to back it up.
Richard Porter had the best take on all this on the smith and sniff podcast, basically Jag have a history of rebrands and this is no different (even though I think the video is artsy bollocks) It's got everyone talking about them before the new models teased so its worked a treat, and they were failing so something needed to be done.
I love an old Jag, FIL has ran X300/350's since for afew decades (they're usually broken in some way but I'm still a fan)
Bristol Ashley Down School of Design and Print
The BAD School of Design and Print.
Still, it gets you talking 🙂
To all the people saying they love Jaguars, or that Jags should should be petrol saloons or coupes, not diesel or electric or SUV, how many new Jaguars have you actually bought in the last 10 years?
In 10 years I've had 2 cars, a focus diesel and a kia sportage. If I could have afforded a decent sportscar in a sensible price range the f type was high up on the list. Maybe like many it was a brand I was looking at for a 'retirement' present to myself
I suppose I get it, the need for to target different segment - retirees is not sustainable for a business, lets hope the rebrand is truely something awesome and unique and they don't produce something that just looks like all the other electric suvs out there (like that lotus up there...)
I still think the ad is absolute trash, and they really need an exceptional product now, as jaGUar has gone from top of my aspirational wish list to the bottom based on that tripe
To all the people saying they love Jaguars, or that Jags should should be petrol saloons or coupes, not diesel or electric or SUV...
TBF I don't think anyone is saying that, not many people at least, mostly it's just got the 'anti-wokes' in a bit of a huff cos they don't really understand the world anymore, which I think was half the point, if Nigel is unimpressed that is a win.
...how many new Jaguars have you actually bought in the last 10 years?
Is the main point, nobody is buying Jags anymore, whether it's due to a lack of reliability or the price is kind of irrelevant, to carry on doing the same thing would be stupid. Good luck to them I guess...
Artists impressions here
https://www.autocar.co.uk/car-news/new-cars/exclusive-jaguar-launch-large-electric-limo-replace-xj
That looks like 5 mins of design by intern using Ai. Woeful.
But, yeah... massive wheels so its current, how big are yours? these are 24's...
And nametag on tyres because Racecar.
I understand why Jaguar thought a re-brand was necessary given the demographic* of the people who currently buy the cars they make now, and Jaguar also completely understand that those folks are unlikely to want to buy the cars that they're (and every other car manufacturer) going to be making 10-20 years from now.
I also get why that demographic, despite the fact that they don't want the jaguar cars of the future, think and feel they're entitled to get all hufty about the fact that the world is moving on - because for the last 50 years they've had the world pandering to their needs and they don't like that it's changing .
*generally white, generally men, of a certain age and status (perceived or otherwise)
I do wonder why not just a new brand whilst keeping Jaguar going for a bit. Like how Volvo has Polestar (or did not sure if its still the case).
The level of rebranding does seem to be effectively new brand levels for the intended target audience but still has the downside of annoying those who liked the previous style.
Like how Volvo has Polestar
Polestar isn't a new brand.
Can't work out if I am a total hypocritic here. Absolutely fine with the Jaguar rebrand, but find the whole BYD "Build Your Own Dreams" branding so vomit inducingly cringe that I wouldn't consider one of their cars in a bazillion years.
