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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?
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?