Terrible Jaguar re-brand

[Clarkson]

If there's one thing the internet isn't short of, it's 'experts' parading opinion as fact as to how the brand has just been 'killed' and how jaguar is now very definitely 'going bust'.

Fact is, Jaguar was on that trajectory anyway, dying quietly in a corner like an old relative in a care home that nobody visits. For the last 10 years Jaguar hasn't really made any money. I wouldn't say I'm a fan of the new typeface and I'm indifferent to the advert but it's amazing how worked up some people are getting over it.

But ultimately a change was needed, because the status quo wasn't working. So without a crystal ball to hand I am just interested to see how it goes.

 

[GarethSouthgate]

If there's one thing the internet isn't short of, it's 'experts' parading opinion as fact as to how the brand has just been 'killed' and how jaguar is now very definitely 'going bust'.

Fact is, Jaguar was on that trajectory anyway, dying quietly in a corner like an old relative in a care home that nobody visits. For the last 10 years Jaguar hasn't really made any money. I wouldn't say I'm a fan of the new typeface and I'm indifferent to the advert but it's amazing how worked up some people are getting over it.

But ultimately a change was needed, because the status quo wasn't working. So without a crystal ball to hand I am just interested to see how it goes.

It's all part of the woke agenda tho bro

 

[Neil79]

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.

I agree in part however......

If he spent I don't know 10 to 20K on a car because of its brand and that brand basically said that cars not for you, you're not inclusive or diverse enough with fluffy bunnies jumping on prancing men they have every right to be annoyed and it's their decision to sell

 

[dlockers]

I agree in part however......

If he spent I don't know 10 to 20K on a car because of its brand and that brand basically said that cars not for you, you're not inclusive or diverse enough with fluffy bunnies jumping on prancing men they have every right to be annoyed and it's their decision to sell

so you are sympathising with a bloke driving a ~15 year old Jag crying over a rebrand?

My god you are more woke than the woke lol

 

[adam cool dude]

If there's one thing the internet isn't short of, it's 'experts' parading opinion as fact as to how the brand has just been 'killed' and how jaguar is now very definitely 'going bust'.

Fact is, Jaguar was on that trajectory anyway, dying quietly in a corner like an old relative in a care home that nobody visits. For the last 10 years Jaguar hasn't really made any money. I wouldn't say I'm a fan of the new typeface and I'm indifferent to the advert but it's amazing how worked up some people are getting over it.

But ultimately a change was needed, because the status quo wasn't working. So without a crystal ball to hand I am just interested to see how it goes.

I disagree. Jaguar just needed to make a better product. I think they made a step in the right direction with the last gen XE/XF etc but they just needed fresh new models. In the 5 years before covid they were doing quite well.

 

[Jono8]

I agree in part however......

If he spent I don't know 10 to 20K on a car because of its brand and that brand basically said that cars not for you, you're not inclusive or diverse enough with fluffy bunnies jumping on prancing men they have every right to be annoyed and it's their decision to sell

That's a very odd way to look at it.

I think the advert is stupid, but it's not excluding anyone/previous owners, or saying that current owners need to be "inclusive or diverse".

I mean, sure, the advert didn't have a fragile, crying 40 something ugly balding guy in it like the upset bloke in the video. However that doesn't somehow mean he cant own or enjoy his Jaguar any more.

 

[Conscript]

I agree in part however......

If he spent I don't know 10 to 20K on a car because of its brand and that brand basically said that cars not for you, you're not inclusive or diverse enough with fluffy bunnies jumping on prancing men they have every right to be annoyed and it's their decision to sell

Yes of course he can be annoyed and sell. I'm just saying that to do so, while having a public crying session about it on social media is utterly tragic. Why would anyone give a monkeys what the manufacturer said if they'd already provided you with a product you value? Imagine you bought an F-Type because you wanted a snarling, V8 RWD coupé, and you love it. But then Jag said "nah, we like pink now"...if that bothered you in the slightest, let alone enough to sell it just because you don't like that image, then you must be tragically insecure.

Not to mention the incredible narcissm of thinking anyone gives a single toss. No-one who likes cars is going to think less of your example F-Type just because the people who built it made an odd branding statement. And if anyone does, surely the "alpha" (eurgh) thing to do is just to keep driving it because you love it, rather than cowing to their opinion.

But really, I don't think he's actually going to sell his car anyway. Just someone looking for attention, to show how macho he is by shouting his distaste for diversity, or whatever other culture war nonsense he doesn't like, when in reality it just makes him look pathetic.

EDIT; Basically what @Jono8 said above, but with more words

 

[Neil79]

so you are sympathising with a bloke driving a ~15 year old Jag crying over a rebrand?

My god you are more woke than the woke lol

*hugs*

Haven't watched the video nor care too. My point was about people including him spending money and having every right to throw it back at them

 

[sx_turbo]

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.

People are very fickle, tbh BMW aren't that much more reliable than jags, unfortunately BMW seems to be teflon coated

 

[Clarkson]

I disagree. Jaguar just needed to make a better product. I think they made a step in the right direction with the last gen XE/XF etc but they just needed fresh new models. In the 5 years before covid they were doing quite well.

I think that shows how outsider perception can be misaligned with the actual situation though. Chasing volume and smaller profit margins with cars such as the XE/XF is precisely where it all went wrong if you look back over jaguars history.

It really hasn't worked in a business sense. Maybe a better product could have been made, or maybe quality issues exacerbated the issue, but ultimately the strategy wasn't working.

 

[sx_turbo]

I disagree. Jaguar just needed to make a better product. I think they made a step in the right direction with the last gen XE/XF etc but they just needed fresh new models. In the 5 years before covid they were doing quite well.

This, they just needed fresh models.

Jag has always been a niche brand, and for them to think they should be selling in volume was preposterous, I agree they needed a reset and go back to sports cars and luxury saloons, but the re-badge is awful

 

[Jono8]

*hugs*

Haven't watched the video nor care too. My point was about people including him spending money and having every right to throw it back at them

At the end of the day though, its just an old car.

I mean sure, if I'd bought a Tesla about 5 years ago, I'd probably not buy another one now that it has turned out that Elon Musk is a massive throbbing **** ***. I don't think I'd make a social media post with me in near tears about the car though, and sell the car out of some principle. It's already been bought.

All the guy can do is just accept Jaguar isn't for him any more, and try a different make next time. I don't think when he bought it that he had a written agreement from Jaguar that they would never make an odd advert with some fashion models in colourful clothes.

 

[Robbo]

Obviously we don't know for sure, but looking at the people involved in the creation of the advert, it does appear that the brand has been hijacked by what you might call the woke mob.

I think people have every right to take issue with that as it's just so ridiculously off-brand. If it was deliberate to gain attention then fair enough, it worked, but at what cost...

 

[Stu999]

Jaguar asks people to "trust and reserve judgement" on rebrand

The iconic carmaker's rebrand has certainly caught people's attention, but will it pay off?

www.bbc.co.uk

 

[Zefan]

My algorithm is very much in a Rory Sutherland era, and I thought this was pretty interesting

 

[Gray2233]

I've skimmed the thread at best, honestly I think the rebrand is hideous and the "issues" Jaguar were having were related to product quality and sales assistance/warranty more than marketing.

I have seen a few people claim the update from a font perspective is so that AI has an easier time reading it, alongside similar fonts used by a lot of other companies, I have no idea how true that is but it did make me laugh.

We have very outdated marketing that hasn't caught up with the internet age yet within some industries, they fail to realise that a lot of the people putting down tens of thousands on a product are probably going to use the wealth of readily available information on said product to make a decision. A poor change of font and removal of the cars symbolic history isn't going to draw in a new audience, it's going to alienate the old.

 

[Tinders]

Cant wait to see the internet melt down when a black woman becomes the next bond and alex scott takes over MOTD

Ive always liked the idea of Jag as a brand, but in reality, the cars, certainly in 00's, have just been a bit meh, the diesels were crap, build quality was patchy at best and they never really offered the right products at the right time. The brand has been left behind time and time again, which is why its teetered on the brink so many times.

For all the crowing about the rebrand, the reality is that the anti woke brigade, didn't buy one and didn't help the brand. So maybe its time Jag moved away from the stiff upper lip types and tried something a bit daft. To be fair the advert is a bit bollywood-esque, which does tie up with the fact that its an indian company anyway

 

[Gray2233]

For all the crowing about the rebrand, the reality is that the anti woke brigade, didn't buy one and didn't help the brand. So maybe its time Jag moved away from the stiff upper lip types and tried something a bit daft. To be fair the advert is a bit bollywood-esque, which does tie up with the fact that its an indian company anyway

I concur, the less than 5% of the population is going to do wonders for them.

From a marketing prospect they needed to man down, not queer up.

(Disclaimer: I don't care about that stuff, I'm commenting purely on marketing direction)

 

[Terminal_Boy]

Cant wait to see the internet melt down when a black woman becomes the next bond and alex scott takes over MOTD

Ive always liked the idea of Jag as a brand, but in reality, the cars, certainly in 00's, have just been a bit meh, the diesels were crap, build quality was patchy at best and they never really offered the right products at the right time. The brand has been left behind time and time again, which is why its teetered on the brink so many times.

For all the crowing about the rebrand, the reality is that the anti woke brigade, didn't buy one and didn't help the brand. So maybe its time Jag moved away from the stiff upper lip types and tried something a bit daft. To be fair the advert is a bit bollywood-esque, which does tie up with the fact that its an indian company anyway

Didn’t we have a black woman 007 already?

She got the gig while Bond was missing, presumed dead after being shot off the top of that train.

 

[Rroff]

Several YouTubers have made some good points as to how they are alienating the existing customer base on the one hand while the customer base they seem to be aiming this rebranding at largely doesn't exist - it is a very vocal minority. They have succeeded in getting people talking about the brand to be fair.