JaGUar

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?

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

Couldn’t help but think of this when I saw the advert

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.

I just don’t get the effort into being a car company, having a major rebrand, but have no products to sell for a couple of years.

¯\_(ツ)_/¯

^ 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 settings

The 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

https://www.autocar.co.uk/car-news/business-electric-vehicles/lotus-delays-electric-crossover-sports-car-focus-hybrids

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.