Jaguar rebrand

[Ubique]

Maybe it's the addition of the 'J' that's the problem, I owned various Land Rovers for 35 years and they've always got me home.

Same, but for longer - including ones with 'modern electrics and computers' you know, the ones that always fail and let you down - well mine must be defective because they haven't...
Owing a JLR product is a bit like voting Conservative, you don't really admit to it unless cornered, even though you know you made the correct decision.

 

[Ubique]

... all the jag dealerships are going except 7 super sites!

Correct.

 

[dobbslc]

They've at least hit their diversity targets at the first attempt...

 

[brightspark]

Jaguar has re launched the brand and it's just.....awful

They appear to have made some sort of perfume advert?

Logo is sh*te too
View attachment 473147

Just looks so generic? Jaguar has some amazing heritage they could have used and yet they've used some word art.

such a shame, can only hope the new electric( ) cars make up for it...

what do we reckon

sh,ite and more sh.ite

 

[premmington]

Same, but for longer - including ones with 'modern electrics and computers' you know, the ones that always fail and let you down - well mine must be defective because they haven't...
Owing a JLR product is a bit like voting Conservative, you don't really admit to it unless cornered, even though you know you made the correct decision.

Listen here you "old git" - I vote Tory...

But I am just a poor self employed car mechanic - I can't afford to run a prestige JLR vehicle..

 

[Pigeon_Droppings2]

Are they still owned by Tata motors?

 

[bricol]

I don't care . . . I'm not going to be buying a new Jaguar . . . and even if I was, I would be buying it because I liked the car holding the badge off the ground, not because I liked the badge!

 

[JOEPRO]

I just watched the video.

Oh dear - what drivel. That's them done for now!

Shame. It didn't need rebranding did it. The only good thing about the car was the styling just a shame it was viewed on a breakdown truck more often than not.

 

[Ubique]

To be fair, all car manufacturers adjust their brand periodically to match their buyers aspirations - that's new car buyers. In much the same way that any manufacturer doesn't really care if used car buyers like their current products - because they generally will in 4/5 years or more, budget dependent.
So yes, it's unlikely anyone on here will identify with the new models, aspirations and identity of Jaguar - but it's equally unlikely that anyone would buy the current Jaguar models either.

At the time of the L316 Defender launch, there was much derision from the 'traditional Land Rover community' - despite the many improvements in comfort, reliability and ability. What they were missing was that LR never sold a vehicle designed to appeal to someone that wouldn't spend little more than scrap money to buy one and then spend several times that amount annually keeping it roadworthy (a purchase model I never understood).

All car manufacturers have selling new cars as their primary income, and development of them as their primary cost, used cars are a dealer focus, ongoing parts manufacture & supply are a supplier focus. They will target buyers that have money to spend - and let's be fair, the current crop of 20-30 somethings are fully immersed in badge envy (be it handbags, phones or cars) and live in the 'want it now, pay for it later' mindset, so it's natural for manufacturers to want a slice of that credit card bill - M-B did it first in UK with their shift to 'Agencies' and advertising to suit the target market a couple of years ago.

 

[Nomad]

If I'm reading the article right, Jaguar have stopped selling Petrol / Diesel cars https://www.bbc.com/news/articles/c7v3m826njno

Jaguar Land Rover (JLR) has stopped selling new Jaguar cars in the UK ahead of a relaunch as an electric-only brand in 2026.

The luxury car manufacturer, owned by Tata Motors, said it was a deliberate move to "create some breathing space" before launching the new brand next month. Any remaining cars in UK dealerships will be sold as second hand vehicles and no new cars will be shipped to the UK.

 

[Jelly_Sheffield]

let's be fair, the current crop of 20-30 somethings are fully immersed in badge envy (be it handbags, phones or cars) and live in the 'want it now, pay for it later' mindset, so it's natural for manufacturers to want a slice of that credit card bill

I mean if you're being fair, you'd recognise that's just a very gobby and visible sliver of a really diverse group of people.

The vast majority of that age group will still have to buy second hand out of economic necessity, even if they buy on finance to get a "better" car.

The mean age of someone buying a new car in the UK is 55... With a significant majority of people under 44 buying secondhand.

In that context I am pretty bewildered by the Jag rebrand, as they're aiming squarely at a demographic who (statistically) don't buy what they're selling whilst clearly irritating a significant proportion of the age group which does.

 

[premmington]

To be fair, all car manufacturers adjust their brand periodically to match their buyers aspirations - that's new car buyers. In much the same way that any manufacturer doesn't really care if used car buyers like their current products - because they generally will in 4/5 years or more, budget dependent.
So yes, it's unlikely anyone on here will identify with the new models, aspirations and identity of Jaguar - but it's equally unlikely that anyone would buy the current Jaguar models either.

At the time of the L316 Defender launch, there was much derision from the 'traditional Land Rover community' - despite the many improvements in comfort, reliability and ability. What they were missing was that LR never sold a vehicle designed to appeal to someone that wouldn't spend little more than scrap money to buy one and then spend several times that amount annually keeping it roadworthy (a purchase model I never understood).

All car manufacturers have selling new cars as their primary income, and development of them as their primary cost, used cars are a dealer focus, ongoing parts manufacture & supply are a supplier focus. They will target buyers that have money to spend - and let's be fair, the current crop of 20-30 somethings are fully immersed in badge envy (be it handbags, phones or cars) and live in the 'want it now, pay for it later' mindset, so it's natural for manufacturers to want a slice of that credit card bill - M-B did it first in UK with their shift to 'Agencies' and advertising to suit the target market a couple of years ago.

Your quote "What they were missing was that LR never sold a vehicle designed to appeal to someone that wouldn't spend little more than scrap money to buy one and then spend several times that amount annually keeping it roadworthy (a purchase model I never understood)."

Told you I could not afford to run a Land Rover.

 

[Ubique]

I mean if you're being fair, you'd recognise that's just a very gobby and visible sliver of a really diverse group of people.

The vast majority of that age group will still have to buy second hand out of economic necessity, even if they buy on finance to get a "better" car.

The mean age of someone buying a new car in the UK is 55... With a significant majority of people under 44 buying secondhand.

In that context I am pretty bewildered by the Jag rebrand, as they're aiming squarely at a demographic who (statistically) don't buy what they're selling whilst clearly irritating a significant proportion of the age group which does.

It's not really about marketing to people that will buy one anyway - just like 'how did we do' surveys are useless if they get full marks on every metric.
It's about aspirational advertising - drawing people in. Remember it's not just individual purchases, it's lease (which is an increasingly popular way to 'own' a car for the 20-30 somethings) and company cars. Manufacturers don't care who pays, as long as someone does.
Up until very recently I worked for prestige brand vehicle dealers for quite a while, whilst there's still 'old money' buying outright, most sales are on some form of credit or lease - and the advertising has changed to appeal to a younger market, who have responded.
Look at Defender, Velar, Evoque, Tesla, M-B A & C class, Audi A1 & A3 Volvo EX30 & EX40 and derivatives - under three years old, they mainly have drivers under 40 - and advertising aimed at that market.

 

[premmington]

It's not really about marketing to people that will buy one anyway - just like 'how did we do' surveys are useless if they get full marks on every metric.
It's about aspirational advertising - drawing people in. Remember it's not just individual purchases, it's lease (which is an increasingly popular way to 'own' a car for the 20-30 somethings) and company cars. Manufacturers don't care who pays, as long as someone does.
Up until very recently I worked for prestige brand vehicle dealers for quite a while, whilst there's still 'old money' buying outright, most sales are on some form of credit or lease - and the advertising has changed to appeal to a younger market, who have responded.
Look at Defender, Velar, Evoque, Tesla, M-B A & C class, Audi A1 & A3 Volvo EX30 & EX40 and derivatives - under three years old, they mainly have drivers under 40 - and advertising aimed at that market.

"Sales reptiles" hate a cash buyer...

 

[redlig]

Apparently it took a team of 800 arty type folk to come up with that!

Presumably after school while waiting for their mums to pick them up .

 

[Domdom]

I don't understand it at all. It's as if Jaguar are trying to kill themselves off
I've run Jags and Land Rovers since Jag were owned by Ford in the 80's. You had to be a fan to live with an early XJ40 for sure. the Disco-1 was one step up from a tractor, yet we bought them, and the prices were not really silly.
Now though, I can't tell a (e.g.) F-Pace from any other Eurobox SUV. There is none of the Lyons DNA in them, no grace for sure. The latest Full-Far Range Rover is uglier than me, which takes some doing.

It's not completely confined to JLR though. I have 2 Audis, a 3 year old A6 Avant and a 20 year old A4 Avant with the legendary 1.9pd engine. On paper I should prefer the A6 but the truth is I much prefer the A4. It's a good looking car without all these modern aggressive looks and angles, there's no central IPAD to control all the stuff that should have a switch and it's fixable by a home mechanic. The A6 will likely not last 15 years before all the gizmos make it uneconomical to repair.

 

[fizzy]

I don't understand it at all. It's as if Jaguar are trying to kill themselves off
I've run Jags and Land Rovers since Jag were owned by Ford in the 80's. You had to be a fan to live with an early XJ40 for sure. the Disco-1 was one step up from a tractor, yet we bought them, and the prices were not really silly.
Now though, I can't tell a (e.g.) F-Pace from any other Eurobox SUV. There is none of the Lyons DNA in them, no grace for sure. The latest Full-Far Range Rover is uglier than me, which takes some doing.

It's not completely confined to JLR though. I have 2 Audis, a 3 year old A6 Avant and a 20 year old A4 Avant with the legendary 1.9pd engine. On paper I should prefer the A6 but the truth is I much prefer the A4. It's a good looking car without all these modern aggressive looks and angles, there's no central IPAD to control all the stuff that should have a switch and it's fixable by a home mechanic. The A6 will likely not last 15 years before all the gizmos make it uneconomical to repair.

They didn't want to - forced on them by taxation policies of UK governments and the EU.
Jaguar Land Rover could be fined £15,000 per vehicle they sell if they don't meet the electric car targets

Car makers must sell 22% EVs in 2024 or face huge fines under tough proposals – Car Dealer Magazine

At least 22 per cent of the cars manufacturers sell next year will have to be electric – or they could face fines of up to £15,000 per car they miss their

cardealermagazine.co.uk

 

[marlinspike]

The CEO has basically said they don't care if they alienate their traditional buyers. I'd say this new campaign is aimed at a younger American buyer. I think they forget though that part of the Jaguar appeal even for younger purchasers is the vibe of tradition, quality, and class. When a Jaguar ends up looking just like a Tesla or a Polestar, why buy a Jaguar? Dropping the Jag badge is a big mistake imo. That new logo could be from any generic Korean offering from the last 10 years. You can't buy the kind of brand recognition that the old badge had.

Aside from all that, the whole diversity/inclusively thing is on the down. US companies are dropping DEI initiatives and returning to their traditional core values and businesses. Jaguar are 5 years too late with an advert like that. It's now cringe not avant-garde.

 

[Nomad]

Just watched the advert in the opening post ( I couldn't get enthused yesterday - decided I should see what they've done), I watched it all to the end hoping the last bit made up for the rest of it. It didn't
My critics opinion: Save your time and don't bother watching it, if you have shares sell them asap. Sad times but glad I've seen it so I can make my own mind up @Danez

Lots happening very quickly in the EV car market, some recent news below :

Volvo announce an "All EV" range, share prices drop 7%, "All EV" plan is abandoned https://www.reuters.com/business/au...es-back-electric-vehicle-ambition-2024-09-04/ Compare to JLR who go all electric and face disaster. Tough times to be a car manufacturer @fizzy

Germany sees "massive" drop in EV sales, several car manufacturers call for "Net Zero - EV only by 2030" legislation to be delayed or dropped. https://www.yahoo.com/news/germany-suffers-spectacular-70pc-drop-094729805.html

Chinese electric car maker BYD out-sells Tessla for the first time, Europe responds by putting as 45% sales tax on EVs from China! What could have been reasonably priced EVs (so motorists could afford a new car and stay within Net Zero legislation) instantly become overpriced. Rip off Britain or Rip off all of Europe? https://www.bbc.com/news/articles/c4gm9j11mvdo

Car manufacturers could copy the loophole used by Aston Martin, find a nice sensible little car that meets all the emissions targets and put their own badge on it ( the Aston Martin Cygnet was a rebadged Toyota IQ model ) https://www.carscoops.com/2020/04/remember-when-aston-martin-rebadged-a-toyota-hatch/


Background info.
I have family working at a main dealer in Scandanavia, they predict the sales of EVs will drop sharply in 2025, they are expecting hybrids to be the big seller. Car makers are being forced to go all EV by net zero legislation. It's an odd situation.

I drive a classic Alfa with a boxer motor, the engine was the main reason I bought it ( and I love the challenge of keeping quirky Italian cars on the road - I should have learned with my Lancias ). An all EV future sounds like a soulless place to be driving

If anyone wants more links PM me, I have lots but most include taboo topics so are not suitable for here ( most articles about the green / net zero policies include the political thinking behind them etc.)

 

[bricol]

There is none of the Lyons DNA in them, no grace for sure.

Why would it? He's dead.

They don't have any Walmsley DNA either. They don't use the SS badge either . . .