Terrible Jaguar re-brand

Out of the 3 ads, one worked, one worked exceptionally and there’s this..

Hats off to Jaguar’s ‘inclusive’ new branding: now people of all backgrounds won’t buy its cars | Jaguar Land Rover | The Guardian

In the aftermath of Trump’s victory, the ad already looks like a period piece. But aside from that – I mean, seriously? says Guardian columnist Marina Hyde
amp.theguardian.com amp.theguardian.com

When even the Guardian are calling it nonsense, then well, it’s nonsense.
I guess you’ll just have to keep up the cope.
 
I say again, they want to shift from older people close or at retirement WHO HAVE MONEY, to a large?? younger international audience who can't even afford a house?

And they want to charge DOUBLE?!!

Watch as they de-value faster than a Porsche Taycan.

A brand reset to a new international audience means it has no more clout than a BYD.

With no petrol models to fall back on and moving away from the old-style wood and leather they can't even lean on any vestige of heritage.

Lotus and Fiat have just realised their mistake going full EV and have rushed to put petrol engines in cars not designed for it.

I bet they'll also slip in an SUV or Crossover and go British Leyland against their own other brand Range Rover.

Mark my words and watch them burn but I guess better to burn out in style than die slow I guess.
 
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the above post exactly sums up my biggest fear!... IF the rebrand fails, a bunch of people will blame it on "because EV!".

and conveniently ignore that Jaguar have - even said as much - moved away from their existing customer base with a goal of capturing a completely different market. Surely a far bigger risk than changing the power train.

Yes perhaps Jaguar needed to appeal more to a younger clientele.... But imo they needed to do it by encouraging more to get on board whilst keeping their current crop not ripping up the rule book and starting from scratch (if they want to do that they may as well just start a new brand from scratch).

When i got my ipace it definitely raised eye brows at work..... sure some of them because it was an EV and the grid cant cope and think of the rare earth metals in the battery or long queues to charge all the time (so i ignored those people) edit.... oh i forgot, and EV car fires and car batteries fit for the bin after 5 years due to range loss., those were another doozy, funnily enough by a lady whos husband then bought a tesla M3 which is older than my ipace and with higher miles.

but the general view was .................. what have you gotten yourself into regarding reliability as well as terrible customer care and potential money pit running costs. (tempting fate here but in 18 months the car could not have behaved better!)

BUT not 1 single person had a bad thing to say about the design of the car, the performance of the car or comfort etc, even those who vocally insist i made an awful decision.

This new rebranding will do nothing to change the fortunes of the company unless they fix those problems.
 
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bigmike20vt said:
the above post exactly sums up my biggest fear!... IF the rebrand fails, a bunch of people will blame it on "because EV!".

and conveniently ignore that Jaguar have - even said as much - moved away from their existing customer base with a goal of capturing a completely different market. Surely a far bigger risk than changing the power train.
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The issue surely is the existing customer base are not buying the cars either. So the ad campaign is awful but the aim - to attract new customers is not.
 
Ok so they are appealing to these so called young up and coming people who have money in the Arab states and South-East Asia.

Think of the culture. They are quite conservative.

Is this fashion show really going after these sorts?
 
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JonRGV250 said:
Out of the 3 ads, one worked, one worked exceptionally and there’s this..

Hats off to Jaguar’s ‘inclusive’ new branding: now people of all backgrounds won’t buy its cars | Jaguar Land Rover | The Guardian

In the aftermath of Trump’s victory, the ad already looks like a period piece. But aside from that – I mean, seriously? says Guardian columnist Marina Hyde
amp.theguardian.com amp.theguardian.com

When even the Guardian are calling it nonsense, then well, it’s nonsense.
I guess you’ll just have to keep up the cope.
Click to expand...

Sigh....and there I thought you might actually have an opinion of your own that you could justify rather than simply parroting others and bringing up "cope" like it's some defence to your position.

Ah yes, the "cope" when I've said I don't think it's a good advert as it doesn't convey the message "buy our cars" in the same way I don't think a gorilla playing drums conveys "buy our chocolate". I'm just not going to contort myself to try and justify the praise for one and furore for the other.
 
Everyone is talking about it, incredible.

I mean it’s seems most posters would rather talking about bright clothes and LGBT rather than my 575bhp V8 sports car.

Seems the audience does know what they want… they just don’t know it.
 
bigmike20vt said:
the above post exactly sums up my biggest fear!... IF the rebrand fails, a bunch of people will blame it on "because EV!".

and conveniently ignore that Jaguar have - even said as much - moved away from their existing customer base with a goal of capturing a completely different market. Surely a far bigger risk than changing the power train.

Yes perhaps Jaguar needed to appeal more to a younger clientele.... But imo they needed to do it by encouraging more to get on board whilst keeping their current crop not ripping up the rule book and starting from scratch (if they want to do that they may as well just start a new brand from scratch).

When i got my ipace it definitely raised eye brows at work..... sure some of them because it was an EV and the grid cant cope and think of the rare earth metals in the battery or long queues to charge all the time (so i ignored those people) edit.... oh i forgot, and EV car fires and car batteries fit for the bin after 5 years due to range loss., those were another doozy, funnily enough by a lady whos husband then bought a tesla M3 which is older than my ipace and with higher miles.

but the general view was .................. what have you gotten yourself into regarding reliability as well as terrible customer care and potential money pit running costs. (tempting fate here but in 18 months the car could not have behaved better!)

BUT not 1 single person had a bad thing to say about the design of the car, the performance of the car or comfort etc, even those who vocally insist i made an awful decision.

This new rebranding will do nothing to change the fortunes of the company unless they fix those problems.
Click to expand...

But the younger audience can't afford 80k+ cars
 
Nasher said:
But the younger audience can't afford 80k+ cars
Click to expand...
That isnt necessarily true. around where i live there are plenty of people younger than me in some very expensive stunning cars. There is nothing wrong with trying to shed their old man image and trying to appeal to a wide range of customers - but personally i think jaguar did that years ago. There used to be a joke among my friends that a jaguar had to have half a tree lining the interior and came from the factory with stale cigar smoke air freshener..

but that was around the time of the Equalizer and his Jaguar XJ from the 1980s, or maybe Inspector Morse or Bergerac!.

edit... i just realised something (hopefully before someone has already corrected me) Bergerac didnt drive a Jag it was a triumph!. i only just realised that, tho according to google its engine was so crap and unreliable they dubbed a jaguar car engine sound over the top of it..
 
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Statistics don't lie. There are more old people with money than young people with money.

Cash sort or accumulates you know. It's called savings and people when they are older like to have a "blowout".

Thats a reliable audiance. Not fly-by-night Turkey teeth plumbers and startup tech-bros.
 
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CaneyJ said:
Statistics don't lie. There are more old people with money than young people with money.

Cash sort or accumulates you know. It's called savings and people when they are older like to have a "blowout".

Thats a reliable audiance. Not fly-by-night Turkey Teeth plumbers.
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The stats also dont lie, most cars are financed and that means even people with limited means can buy them. Almost all >90% of car purchases are made with finance. The ability to drive a new car has not been tied to someones cash pile for a long time now.
 
bigmike20vt said:
That isnt necessarily true. around where i live there are plenty of people younger than me in some very expensive stunning cars. There is nothing wrong with trying to shed their old man image and trying to appeal to a wide range of customers - but personally i think jaguar did that years ago. There used to be a joke among my friends that a jaguar had to have half a tree lining the interior and came from the factory with stale cigar smoke air freshener..

but that was around the time of the Equalizer and his Jaguar XJ from the 1980s, or maybe Inspector Morse or Bergerac!.

edit... i just realised something (hopefully before someone has already corrected me) Bergerac didnt drive a Jag it was a triumph!. i only just realised that, tho according to google its engine was so crap and unreliable they dubbed a jaguar car engine sound over the top of it..
Click to expand...

Well some (the not so smart ones) go and spend the remainder of their pay on a car lease, after rent. So they are spending all of their wages but are asset poor as they don't own anything.
 
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CaneyJ said:
The average age of a new car buyer is 55. Is that a young audience?
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I thought that seemed high, but when I think about it, no one in my group of friends (mid-30s) has ever bought a brand new car, and we all earn well above average salaries.

It just never makes sense when you look at the financials and how quickly they depreciate. Even if I was in the six-figure range, I'd just stick with a higher-end used car.
 
Remains to be seen in the long term how reliable they are.

If I'm buying a company car I need to rely on it and not be calling out the AA.

The early adopters of this new range of Jag EV's will be brave indeed knowing their general reputation (even if improved).
 
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