Terrible Jaguar re-brand

I'll wait until I see the final product when launched but all manufacturers seem to be squaring corners and going for big wide stances these days. I think going completely electric is a risk but let's see on that one too but these sorts of cars probably aren't aimed at my generation really. We always have rose tinted specs.

The only true test are sales figures.
 
SDK^ said:
1: This is 2024 - all car prices are higher now. A new petrol Skoda Kodiak is over £50k, a Kia EV9 over £75k.
2: No one pays full cash price for the car on day one of the ordering process - it's monthly payments now. A £100k EV is about £1k a month, which is easily obtainable for many.
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I'd love to know how much the lease companies pay for cars to be able to lease them out at such low rates. Hypothetical £100k car at £1k a month for 36 months at which point it's worth 40% of it's new RRP. Someone is fronting a £24k (plus admin costs) loss and it makes zero business sense for that to be the lease company.

It almost seems an unsustainable merry-go-round that everyone is jumping on.

I'd have to be extremely well off to want to even be on the hook for half that amount each month for the sake of a car. Maybe I'm just tight :p
 
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jpaul said:
Only memorable car adverts were the Clive Owen bmw shorts , the mache-e with James Brown not bad too, otherwise the new mercedes adds precursor to the jag add ..
car configuration, it's your choice and girl(family) power oriented add.
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naaah back in the day there were plenty of good to great car adds. Granted not all to my taste. the already linked FType advert (good to be bad) my pick of the bunch, but the old 405 car add (take my breath away) was iconic, the VW squeaky earing I think did a job, and even the old Clio (Nicole/Papa) adverts were successful. (tho the best VW advert.was.the one not officially released for a polo. Reassuring well built with the suicide bomber failing :D

loads more too.
maybe I am a dinosaur,.but personally I like to actually see the car at least in part in a car advert.

Either having a cool/attractive guy or gal who you either want to be like or want to take to bed doing something exciting in the car being sold OR doing something amusing whilst making a positive statement about a feature of your car I would say is also fairly 101 advertising for dummies.

the old Jag advert did all of the above,.the new one fails from every angle.
but again, maybe I am a dinosaur and Jaguar themselves have said as much that they don't want to sell to people like me.
 
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bigmike20vt said:
naaah back in the day there were plenty of good to great car adds. Granted not all to my taste. the already linked FType advert (good to be bad) my pick of the bunch, but the old 405 car add (take my breath away) was iconic, the VW squeaky earing I think did a job, and even the old Clio (Nicole/Papa) adverts were successful. (tho the best VW advert.was.the one not officially released for a polo. Reassuring well built with the suicide bomber failing :D

loads more too.
maybe I am a dinosaur,.but personally I like to actually see the car at least in part in a car advert.

Either having a cool/attractive guy or gal who you either want to be like or want to take to bed doing something exciting in the car being sold OR doing something amusing whilst making a positive statement about a feature of your car I would say is also fairly 101 advertising for dummies.

the old Jag advert did all of the above,.the new one fails from every angle.
but again, maybe I am a dinosaur and Jaguar themselves have said as much that they don't want to sell to people like me.
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If anything the 406 advert was similar to this new Jag advert. It had nothing to do with the car or the brand but it was epic and made you want to buy a 406. The main difference is the 406 advert was actually good.

Nothing beats the JCVD Volvo trucks one though.
 
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Nasher said:
That bud light ad (the one in the bath) was one of the cringiest things I've ever seen. Probably on par with the Ricky Gervais dance scene from The Office.
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They have (unsurprisingly) turned a corner now and like many in the US have ditched the DEI nonsense (including Harley Davidson).
I mean who the **** thought DEI and Harley would be a good fit?

 
Ill reserve judgement for now. But lets face it JLR have to do something, their image has took a nose dive in the last couple of years.

outside of the likes of the project 8, the last positive thing I remember hearing about Jaguar was the 2.7 diesel engine they put in the S-Type
 
Sounds to me like they are doing a retro pastiche akin to Hyundai.. Which I may like..

The ad and re-brand.. Jaguar will shift its targeting to younger, wealthier, more urban shoppers that the company describes as “design-minded” and “cash-rich, time-poor”

One thing is for sure, to claim it's about being bold, a big change, out of the ordinary and then literally aping every fashion brands cliche'd rhetoric leading to one of the most ratio'd ads in recent history is pretty brave..

I'll wait and see, but this has the hallmarks of the same disastrous tone deaf outmoded nonsense as Harley Davidson, Gillette, Bud Light etc..

Personally it seems an odd mix up of Bollywood, DEI and Jean Paul Gaultier and if that is what young wealthy urban cash rich, time-poor people want, then so be it..
 
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Ahh, reading a (scathing) article on marketingweek.com entitled "Jaguar has rebranded when it needed to revitalise" (I can't link it has swearies in it)..

Three new EV models will eventually form Jaguar’s new line-up in 2026.

That new car will sell for roughly double the price of current Jaguar vehicles and the company expects to retain only 10% to 15% of its current customer base. Jaguar will shift its targeting to younger, wealthier, more urban shoppers that the company describes as “design-minded” and “cash-rich, time-poor”.

The new Jaguar cars will be positioned differently too. The brand wants to be seen as “exuberant”, “modernist”, “compelling”, and all about “fearless creativity”. And – in line with the original Jaguar mantra of its founder William Lyons – the cars will be “a copy of nothing”. The brand’s distinctive assets are also significantly changed for its EV future. Out go many of the original codes, to be replaced by two logos, a typeface, a graphic code called ‘strikethrough’ and a colour palette consisting of red, blue and yellow.

The company will also scale down to a much smaller number of dealers – around 20 in the UK – which will be supplemented by Jaguar’s own “curated brand stores” with the first opening in Paris at some point in 2025. Each dealership will display high-end art alongside fancy cuisine.
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Bold.. very bold.. reducing dealers down to 20 in the UK? That's some pivotting..

Of course, no one at Jaguar is listening. Any initial criticism is only going to fuel the fire of this marketing bonfire. They want to be radical. They are hoping for pushback and alienation from existing customers. Someone has foolishly advised them that this is exactly what the brand needs. That luxury brands need to pee people off and create angst. The torrent of abuse that their new marketing spurred this week is not a concern, it’s probably being seen as a positive by the team. Only later will the horror of the situation become apparent. For now, the advantage of having no cars to sell is that there are no sales targets to meet.
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Yeah, at best it's really just terrible marketing that missed its mark by a country mile, at worst its the DEI Woke cliche'd mess we think it is.

However, a good closing statement:
But let’s be optimistic. It may not read like it, but I want Jaguar to win. Let’s hope the cars are amazing and they quickly extinguish the nasty initial smell that this early marketing is generating. All will be forgotten if Jaguar creates a modern electric world- beater. An E-Type for a new century. I just hope that, unlike the pre-launch campaign, any future marketing retains a stronger link back to the DNA of its petrol-burning forebears. Because, while Jaguar needs to update itself, it also needs to be itself too.
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Kelt said:
And don't forget Gillette.
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That advert didn't dent their dominance in the shaving market. I'm out of touch with that industry now, but they had something like a 60 to 70% share of market 10 years ago. I'm confident it'll be higher now based on them having 90% of space in any store selling shaving products.
 
Demon said:
Ahh, reading a (scathing) article on marketingweek.com entitled "Jaguar has rebranded when it needed to revitalise" (I can't link it has swearies in it)..


Bold.. very bold.. reducing dealers down to 20 in the UK? That's some pivotting..



However, a good closing statement:
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So they're trying to turn it into a high end (lol) niche brand?

In which case I take back the single advert comment.

I look forward to seeing all these trendy people complaining about reliability of their £200k cars.
 
jpaul said:
Only memorable car adverts were the Clive Owen bmw shorts , the mache-e with James Brown not bad too, otherwise the new mercedes adds precursor to the jag add ..
car configuration, it's your choice and girl(family) power oriented add.
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The Eva Green ones too. Think this is a couple of them edited together.

 
Concept teaser images:

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