Jaguar rebrand

[Jelly_Sheffield]

I'd say this new campaign is aimed at a younger American buyer

So actually this makes the whole thing make some sense.

Given the timing, are they trying to pull off the EV equivalent of Subaru's wildly successful marketing in the 90's

When a Jaguar ends up looking just like a Tesla or a Polestar, why buy a Jaguar?

Perhaps the ad campaign is targeting people who will be looking for an EV and would consider Jag precisely because it's not a Tesla, (and still far cheaper than a Polestar).

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.

DEI is proving divisive, but the perception of it is not on a downward trend in many of the demographic groups who are more likely to consider buying an EV in the first place.

Meanwhile Tesla's owner has been doing all he can to alienated those key EV buying demographics, whilst not generating any traction for EV's with the demographics his extra-curricular activities have been courting.

That would certainly explain the timing, wouldn't it?

 

[redlig]

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

Just bothered to watch the video ad and have to ask did they EVER ask unbiased / non JLR staff/ or non advertising sycophants aiming for an award at the Christmas advertising industry P***up for an opinion ?
Based on this load of rubbish and a recent history of building the same they deserve to go to the wall .
How much longer can any company with their track record of being in the top half doz of unreliable cars survive ?

 

[Jelly_Sheffield]

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.)

I'm heavily involved in "sustainability" topics from a professional standpoint, and my experience right up to international level is that both scientists/engineers and economists agree (yep you heard that right) "Green" policymaking is being horribly bungled.

At best there's a lot of politicians currently on a road paved with good intentions, but there's also some men of wealth and taste who have been around for a long, long year leading them down it.


On a personal level I also hate the phrase "Net Zero", it gives entirely the wrong messaging and sets us up to fail (which the conspiratorially minded might say was the point in the first place)...

I once did a series of science for the public understanding lectures on a related topic "Zero waste to landfill, and other lies we tell to children."

The gist being that we've got to a point where we don't trust the man in the street enough to present them with a nuanced position, and the oversimplifications we then promote heavily drives negative outcomes in the form of both:

• a serious backlash from people who recognise it's not that simple, but have no readily available source of objective information on the complexity of a situation,

and

• unintended OTT behaviour from people who become "true believers" in opposition to the former, which creates other big problems.

 

[skotl]

that advert seemed very 'american' to me if that makes sense, trendy nonsense

Company I worked for went through a rebrand - we got nothing done for six months as every meeting was about which colour should be used where, new Word and PowerPoint templates and berating people for using the "old" styles.
Utterly pointless.

 

[Stupoty]

Hay I'm just saying , maybe Jaguar fell off a long time ago but it wasn't noticed ?

"Guys why don't we just stick a jag badge on the focus cars?"

 

[addjunkie]

Company I worked for went through a rebrand - we got nothing done for six months as every meeting was about which colour should be used where, new Word and PowerPoint templates and berating people for using the "old" styles.
Utterly pointless.

Mmmmmm I concur….having watched the BP one move to bp margarine logo…what utter pishhhh apparently aimed at the us markets.

 

[Jelly_Sheffield]

Mmmmmm I concur….having watched the BP one move to bp margarine logo…what utter pishhhh apparently aimed at the us markets.

In fairness to the graphic designer, the margarine logo (or Helios the sunflower as they pretentiously call it in their corporate spiel) has stood the test of time since then pretty well.

"Beyond Petroleum" however... How's that worked out?

 

[addjunkie]

In fairness to the graphic designer, the margarine logo (or Helios the sunflower as they pretentiously call it in their corporate spiel) has stood the test of time since then pretty well.

"Beyond Petroleum" however... How's that worked out?

Going by the share price….not so well wish Id sold mine when I left, though divi not to bad. The rumour at the time was someones kid with a spirograph designed it for extra pocket money!

 

[Jelly_Sheffield]

Going by the share price….not so well wish Id sold mine when I left, though divi not to bad.

If what I've been reading in the FT is to be believed it's probably going to get worse before it gets better...

They had a single bad quarter after 3 quarters of outperforming expectations because refining margins are through the floor, and immediately activist shareholders starts pushing them to:

• pump more oil (when oil is as low as it's been all year and their margins are collapsing), and

• to sell off US wind assets that haven't matured yet and take a 600M writedown, meaning BP takes the loss now and someone else gets the future profits from that project for the next 20 years.

With friends like that who the hell needs enemies?

When you see boards pushed into measures like that which create short term losses (it's happened to Shell previously too), even the classic justification for making short-termist decisions of "more profit more soonerer" just drops away, and it feels like there's a subset of investors in the supermajors who just ideologically believe in oil, and can't stand to see the companies diversifying into wider energy markets even though it's in the company's long term interest.

 

[redlig]

If what I've been reading in the FT is to be believed it's probably going to get worse before it gets better...

They had a single bad quarter after 3 quarters of outperforming expectations because refining margins are through the floor, and immediately activist shareholders starts pushing them to:

• pump more oil (when oil is as low as it's been all year and their margins are collapsing), and

• to sell off US wind assets that haven't matured yet and take a 600M writedown, meaning BP takes the loss now and someone else gets the future profits from that project for the next 20 years.

With friends like that who the hell needs enemies?

When you see boards pushed into measures like that which create short term losses (it's happened to Shell previously too), even the classic justification for making short-termist decisions of "more profit more soonerer" just drops away, and it feels like there's a subset of investors in the supermajors who just ideologically believe in oil, and can't stand to see the companies diversifying into wider energy markets even though it's in the company's long term interest.

I wonder what % of investors are actually in for the long term or just to make a few bob to pay for the next electricity bill or new Roller.

 

[Jelly_Sheffield]

I wonder what % of investors are actually in for the long term or just to make a few bob to pay for the next electricity bill or new Roller.

About 23-24% is held by large institutional investors (including my own pension fund) who are mostly using it as a fairly safe bet.

Based on their average trading volume, around 1.4% of the company is constantly being bought and sold in super-short term speculative trading activities.

The remaining 75% is smaller holdings that are not as easy to analyse due to the sheer number of owners... Many of which will be people or small funds going long, but that will also have a significant contingent taking more time limited speculative positions in the range of months to weeks.

 

[davenport]

Crikey... that's quite a rebranding exercise,

I'm not sure what the marketing team were smoking with that effort....

It's a shame, but you can't rely on branding the product needs to be top level also, and over the last 10.. 15 years Jaguar just hasn't been on par or even close to it's German rivals....

The Ipace was a great vehicle, probably ahead of its time in all honesty, but with no new cars even announced let alone ready it's going to be a tough period for Jaguar, sorry jaGuar ....

 

[wyn]

The start looked like a New Order music video from the 80's.

 

[rtcosic]

Just bothered to watch the video ad and have to ask did they EVER ask unbiased / non JLR staff/ or non advertising sycophants aiming for an award at the Christmas advertising industry P***up for an opinion ?

They most definitely didn't ask JLR staff outside the marketing department - and maybe the felt tip pen brigade.
The engineering staff have gone off into a corner to hide their embarrassment and cry according to No 2 son.

 

[optima21]

Meanwhile Tesla's owner has been doing all he can to alienated those key EV buying demographics, whilst not generating any traction for EV's with the demographics his extra-curricular activities have been courting.

but the share price of Tesla has gone up by 1/3 since the election, so his antics appeal to some people.

 

[addjunkie]

Personally speaking I think both governments and car makers have made an aris of things. and should have drip fed electric with plug in hybrids capable of most folks daily commute say 125 mile range.

 

[Danez]

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.)

Yeah the moment jag said they're going full EV i was gutted. They're putting all their eggs in one basket.
Electric just isn't the answer. It'll have its place and use on the road for various situations (e.g. delivery vans in cities) but it just isn't the answer to it all. When it goes belly up and the government changes the goalposts again jag will be way behind

Such a shame, never been so embarrassed to own a jag, always considered it to be a cool brand

Really hope they see sense and go back to combustion with synthetic fuels but I doubt it

One of the best things about jags is the noise imo

 

[redlig]

So Jag are going all electric and Ford are laying off 4000 as they can't sell electric surely they cannot both be right.

 

[Bki26]

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

It's a good thing my grandfather is no longer alive or he would have marched down to the HQ with a shotgun after seeing that!

Utter disgrace to the brand but then again there's still plenty of classic jags around thanks to the likes of my grandfather who spend most of his life repairing them, even got to the point the local official jaguar garages would direct people with older cars to him as they didn't have the original tools to work on them!

 

[sg66]

So Jag are going all electric and Ford are laying off 4000 as they can't sell electric surely they cannot both be right.

Wonder who

Well the add campaign has certainly got folk talking