Terrible Jaguar re-brand

Caracus2k said:
Epic cope it cost the parent company an awful lot of money




It's just incoherent nonsense

"Were committed to fostering a diverse, inclusive and unified culture"

Diverse and unified? What absolute, current day, drooling idiocy.



Apple actually started making products (a lot of) people wanted post 1997. This advert gives no sense that's the case with Jaguar. Where's the ****ing (desirable) car(s) in the advert? Jobs and co were mocking products they didn't understand the utility/ desire factor of not some silly abstract advert.



Absolutely. Car purchases (especially for premium / 'luxury' brands) are heavily emotional Jaguar have just done an awful lot of damage to their business and it's rather likely that more people will be turned away from a future purchase than will be now attracted to consider the marque.

In other new of course the person in charge of this catastrophe blames his customers and the public for this marketing shambles...

www.telegraph.co.uk

Jaguar boss says criticism of new advert is ‘vile hatred and intolerance’

Carmaker’s chief says company must move away from ‘traditional automotive stereotypes’ to succeed
www.telegraph.co.uk www.telegraph.co.uk
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Corporation hires a mormon in a string vest from social media to head a multi-million pound rebrand, expects good results...

20+ years ago this would be be a comedy sketch.
 
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compared to gallic tasteful/playful ev model logo

image.png
 
Stu999 said:
There will be some of that, sure, but it's just a dog whistle to deflect criticism from the re-brand itself. Trying to shut down the discussion.
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There are probably only two broad groups of people who are outraged, for different reasons; car enthusiasts and the 'culture wars' folk. I'm sure you can tell this from the posters that this thread is attracting.

It also sounds like way more than a re-brand, it's a complete pivot of the business, not just the brand.
 
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GarethSouthgate said:
There are probably only two broad groups of people who are outraged, for different reasons; car enthusiasts and the 'culture wars' folk. I'm sure you can tell this from the posters that this thread is attracting.

It also sounds like way more than a re-brand, it's a complete pivot of the business, not just the brand.
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Yeah, they’ve pivoted away from the folks that might have purchased a car from them towards folks that never will.

Genius strategy, Gerald Ratner is proud of them.
 
Terminal_Boy said:
Yeah, they’ve pivoted away from the folks that might have purchased a car from them towards folks that never will.

Genius strategy, Gerald Ratner is proud of them.
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Perhaps the brand was dying anyway? It would be interesting to see what the Jag sales have been like. I had a look but could only see JLR total sales. @Jonnycoupe

I do wonder why they didn't create a separate brand but then this isn't just a rebrand.
 
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On reflection, as much as I dislike the typeface and find the general direction a bit misguided, I do think some are going a bit OTT with the comments. Most would never have been in the market for a Jag nor had any desire to be.

When I was researching mine, forums and Youtube reviews were full of snarky comments about reliability and how much other brands were superior. Now the same people are crying over the demise of the brand, it’s a bit odd.

I hate the direction BMW are going in, it’s one of the reasons I didn’t stick to leasing a new 5 every couple of years but they still seem to be shifting fugly cars at a fair rate. The brand loyalty is still there and joe public appears to be into it.
 
GarethSouthgate said:
Perhaps the brand was dying anyway? It would be interesting to see what the Jag sales have been like. I had a look but could only see JLR total sales. @Jonnycoupe

I do wonder why they didn't create a separate brand but then this isn't just a rebrand.
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Not an exact answer but not very many, taken from https://media.jaguarlandrover.com/news/2024/10/jlr-reports-stable-q2-retail-sales

The overall mix of the most profitable Range Rover, Range Rover Sport and Defender models was 67% of total wholesale volumes.
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It's very odd, especially the video/advert

It says they are copying nothing, and then come out with some generic clothing brand/retailer advert. Looks like some sort of United Colours of Benneton stuff.

Are Jaguar moving into the young person fashion industry or something now?

I can't see how it appeals to people buying Luxury cars...at all.

It's objectively awful, and the only excuse I can think of, is that it is some sort of cynical ploy to get attention from bad publicity..
 
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JonRGV250 said:
Oh dear..


He’s right about them being made of junk though.
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The rebrand is a bit silly. But I love the irony of someone moaning about "wokey pokey yas queens" etc then having a complete meltdown because his macho personality seems to be tied to the badge on the front of his car. What a pathetic crybaby.
'Ooooh I'm going to sell my car because the advert was pink'. Jesus.
 
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Conscript said:
The rebrand is a bit silly. But I love the irony of someone moaning about "wokey pokey yas queens" etc then having a complete meltdown because his macho personality seems to be tied to the badge on the front of his car. What a pathetic crybaby.
'Ooooh I'm going to sell my car because the advert was pink'. Jesus.
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Yeh that guy is hilariously pathetic. Nearly crying because the company that made your car made a **** branding decision...lol.

Even more pathetic than Jaguar's rebrand/the advert itself.
 
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Conscript said:
The rebrand is a bit silly. But I love the irony of someone moaning about "wokey pokey yas queens" etc then having a complete meltdown because his macho personality seems to be tied to the badge on the front of his car. What a pathetic crybaby.
'Ooooh I'm going to sell my car because the advert was pink'. Jesus.
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If they were aware of the irony they wouldn't be anti-wokeists in the first place.
 
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