Terrible Jaguar re-brand
- Thread starter Stu999
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Soldato
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which is fine. you didn't like jaguar anyway so no issue for you.
but imagine It was a brand you did like (assuming you are interested in cars) Ferrari, lambo, lotus or what ever.
as for the cars. the FType is currently about my favourite 2 seater "affordable" 2nd hand cars and the ipace was always one of my most respected EVs long before I got one.
so I guess I do like the brand. imo the issues with jaguar lately haven't been the cars or not the design of them anyway
Adverts come and go and I am not bothered about that... but the logo and the growler I am more disappointed with
that said... my toys are still in my pram, am not THAT fussed but this is last time I looked a discussion forum
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The Jaguar brand is bankrupt. That's why Tata have killed it.
JLR halts UK Jaguar sales ahead of electric relaunch
JLR says it is a deliberate plan with a new model produced in Solihull launching next month.
www.bbc.co.uk
The reason hardly anyone likes it, is because their cars are rubbish. Relaunching the company might fail, but it can't do any worse. That is how bad of a situation it is in.
If Jaguar launched the F-Type today, about 5 people would buy it.
Lotus have also played a massive gamble, that they had no choice but to, we'll see how it plays out.
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Due to one advert?
Caporegime
I do like Jaguar, it's just that it's the older cars I like.
Right, it's the cars that matter. Which we haven't seen. This is just a bad ad, it doesn't warrant the attention it's getting.
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Soldato
Yep, had an XF and an XJ after that. Quite a while ago now.
Soldato
That makes it even worse as that advert just lost them sales everywhere apart from the “progressive” parts of the US and the half dozen alphabet folks in Brighton with £100K to spare.
That isn't what the advert has done.
It's only done that because you are imparting your view on it because of who is in the advert.
Jaguar are clearly trying to make themselves fashionable and edgy and are trying to make a point.
The only people who are really complaining are those clinging onto what the Jaguar brand was. Jaguar want new customers, not the existing ones who hardly bought their vehicles in meaningful volumes. They are building a brand for the next 20 years, not the last 20 years.
I doubt Tata care about being woke.
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Soldato
Indeed its about expressive design and statements. The “woke” and LGBT angle is only from people’s own perception which seems to have had a much larger effect in initiating those thoughts.
Copy nothing is William Lyon’s phrase about the cars, not the flipping adverts.
Copy nothing is William Lyon’s phrase about the cars, not the flipping adverts.
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Caporegime
The problem is that there was nothing wrong with their designs. Some of which were indeed quite bold. As pointed out reliability and crap customer service were the issues.
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Soldato
Well there was. They were Ian Calluns designs ha.
Soldato
- Joined
- 23 May 2006
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I don't give 2 hoots about the advert personally (tho I don't think it is a good car add) and as for woke or LGBTQ equally I genuinely could not care less, however I just don't think the new logo is anywhere near as good as the old one.
time will tell however I guess but this notion that they didn't sell enough cars. given the months people were waiting for repairs it's a good job they didn't sell more surely?.
they can rebrand as much as they want but imo it is the customer service which let them down (and I say that despite having had a decent experience personally but that was not always the case with people I know)
time will tell however I guess but this notion that they didn't sell enough cars. given the months people were waiting for repairs it's a good job they didn't sell more surely?.
they can rebrand as much as they want but imo it is the customer service which let them down (and I say that despite having had a decent experience personally but that was not always the case with people I know)
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exactly It's the redesign of the emblem that is problematic - unless everyone debadges
did anyone watch more than 5s of the video anyway - & more power to the people who made money on youtube producing indignant videos; for those GenZ twitter silos.
did anyone watch more than 5s of the video anyway - & more power to the people who made money on youtube producing indignant videos; for those GenZ twitter silos.
Soldato
What? You didn’t watch a full video? Isn’t that right up your alley pope?
Associate
It is tremendously disappointing to see Jaguar, in my view, essentially destroy, in one fell swoop, what I feel was a great genuine heritage UK motoring brand, built over the course of nearly 100 years.
I see this as a completely unnecessary exercise in self-destruction.
I feel that "corporate people", "ad people", and "marketing people" -- who appear to have no clue about the genuine and rousing heritage of a once-great brand -- have been authorised, quite insanely, to "reposition" this brand.
No doubt, this is the result of many corporate nonsense "focus group" hours and "consultations", undertaken at great expense.
Four quick points:
As many other commentators have noted, in recent years, Jaguar did not have a branding or heritage problem. It had a product problem. i.e., it needed to focus on returning to making better quality cars.
Also, to compound the problem, Jaguar has also made an additional strategic error in deciding to focus-in on only making EV cars, demand for which is waning, as (in my opinion) the cost and practicality realities of owning such cars is becoming more widely acknowledged.
I'm of the view that this direction of travel would not have been allowed to happen, if Ratan Naval Tata (former head and driving force of Tata Motors, which owns Jaguar Land Rover ["JLR"], and who recently passed away), was still alive.
What a sad outcome for once great British heritage car company.
The leadership personnel of Jaguar must now be questioned.
A successful company needs strong leadership and direction from the top, and Jaguar clearly do not have that.
I hope that this brand can be recovered. If I were in Tata leadership position, I'd put a genuine petrol-head -- preferably a person with an engineering background -- in charge of Jaguar, give them a budget to make 1 or 2 extremely good combustion engine cars (I'd suggest a 3 Series rival and a 5 Series rival -- but that is my own personal bias), and take it from there.
What an absolute disaster, and a potentially sad end for a genuine heritage brand.
I see this as a completely unnecessary exercise in self-destruction.
I feel that "corporate people", "ad people", and "marketing people" -- who appear to have no clue about the genuine and rousing heritage of a once-great brand -- have been authorised, quite insanely, to "reposition" this brand.
No doubt, this is the result of many corporate nonsense "focus group" hours and "consultations", undertaken at great expense.
Four quick points:
- The advert itself is just pure corporate, soulless, meaningless bilge. The vapid sloganeering is particularly meaningless. Terms such as "create exuberant", "live vivid", "delete ordinary", "break moulds", and "copy nothing" are simply corporate/PR speak rubbish.
- The "new font" is meaningless corporate bilge.
- The "new logo" is meaningless corporate bilge.
- The Jaguar Twitter ("X") account responses/replies -- to the excoriating criticism they have rightly received -- are meaningless PR/corporate-speak bilge. They are absolutely painful to read. They are pitiful.
As many other commentators have noted, in recent years, Jaguar did not have a branding or heritage problem. It had a product problem. i.e., it needed to focus on returning to making better quality cars.
Also, to compound the problem, Jaguar has also made an additional strategic error in deciding to focus-in on only making EV cars, demand for which is waning, as (in my opinion) the cost and practicality realities of owning such cars is becoming more widely acknowledged.
I'm of the view that this direction of travel would not have been allowed to happen, if Ratan Naval Tata (former head and driving force of Tata Motors, which owns Jaguar Land Rover ["JLR"], and who recently passed away), was still alive.
What a sad outcome for once great British heritage car company.
The leadership personnel of Jaguar must now be questioned.
A successful company needs strong leadership and direction from the top, and Jaguar clearly do not have that.
I hope that this brand can be recovered. If I were in Tata leadership position, I'd put a genuine petrol-head -- preferably a person with an engineering background -- in charge of Jaguar, give them a budget to make 1 or 2 extremely good combustion engine cars (I'd suggest a 3 Series rival and a 5 Series rival -- but that is my own personal bias), and take it from there.
What an absolute disaster, and a potentially sad end for a genuine heritage brand.
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Soldato
JLR should have poached some Kia/Hyundai/tesla people tbh, these companies seem to be switched on to market trends more than any other.
The ad is doing precisely what it intended to. Hook, line, sinker
