Jaguar rebrand

[finyuk2005]

Re brand
The only thing they have to hang onto are the glory days of jaguar, not delete it

No amount of smug rebranding can amend the damage done by poor products.

ah it works so well for my hermies though! just keep changing your name

 

[Wozzaaah]

A couple of decades ago, RM spent £1.5-2m rebranding to "Consignia" then when it turned into an epic fail, another £1m rebranding it back again.

 

[Jelly_Sheffield]

I used to work for a comapny called Welding Alloys. Started from a little unit (ex stable or pig shed if I remember correctly) by a very clever guy called Dr. Jan Stekly.

They had a rebrand, took the logo that had been the same since the 70s/80s when the old man ran the place, and done exactly what jaguar have done. Dumbed it down, simplified it, made it ugly.

£1,000,000+ the rebrand cost.

Looking them up on companies house, it didn't do them any harm.

In the year Dr. Stekly leaves, they made about 1.6M revenue, and 11% (174K) profit, which is not bad at all for a small UK company in a shrinking sector, during a recession.

Based on the other information available it appears that subsequently they look at Dr. Stekly's initial overseas ventures and then decide to embark on a huge global expansion (that I assume has to be VC or Debt financed), entering a new market practically every year for almost two decades...

For FY23/24 they made 1.6M profit from their UK operations, but 7.4M total with the additional profit coming from group companies overseas.

They also list a 30% profit margin, so overall revenue must be about 24.7M... achieving that kind of net margin is excellent performance.



Given a new more corporate owner, and the acceleration of expansion into overseas markets, changing their brand image to match the expectations of potential customers or JV partners seems like a sensible choice.

Trying to sell people on an unknown overseas company can be very image driven...

If you have a truly gifted MD/CEO who basically lives and breathes the business (which appears to be very much Dr. Stekly) then their force of personality and the trust their depth of knowledge builds with people can overcome that as a barrier.

If you're just someone who runs a company bought with other people's money that you don't have technical mastery of or an emotional connection to, then you have to play it "by the [MBA] book" and meet people's expectations.



I have reservations about the merits of companies being bought out by people who don't have the same grasp of them as their founder...

But it happens, and when it does there has to be a way to make up for what they lost.

Which is where all the corporate BS comes into its own, and if not taken too far, works.

 

[Danez]

When was their heyday? Possibly up to the E type and then downhill from there.

I feel like they really peaked with the later s type

 

[Jelly_Sheffield]

I feel like they really peaked with the later s type

View attachment 473493

I always felt that looked like a Chrysler 300C in drag pretending to be a MK3...

If that's their peak, then I really don't know what people are worried about losing!

 

[Farside]

https://www.marketingweek.com/jaguar-rebranded-needed-revitalise/

Very interesting article focusing on the actual marketing strategy and not about the wokeness.

Freaks and Wombles are queueing up for the next model release, sometime in 2030.

 

[dobbslc]

They'll have forgotten all about it by then and be onto the next latest thing.

 

[Munkul]

The problem with their target audience is that it doesn't exist. Young people in general don't have loads of cash to burn. And the DEI types that love this stuff - especially don't have loads of cash to burn.

 

[Munkul]

I think I've just cracked their car design ideas!
Remember MG? Remember they used to have some sporty and cool cars, hatches and saloons? Now they only sell hairdresser cars and small upright cars for people who don't like cars.
I think Jag have seen how well it's worked for them and went "we can do exactly the same segment of cars, but target the richer end of the customers instead"
Again, they're cars for people who don't like cars.