You can't afford a current Jag let alone the new one. Why are you so interested in this?
Terrible Jaguar re-brand
- Thread starter Stu999
- Start date
Associate
Once again, this is absolute insanity -- and utter stupidity -- from the "upper management" (or "executives") at Jaguar.
In a car company, quality and engineering is what matters.
Not DEI initiatives and corporate/HR gobbledook -- which have absolutely run amok in this company.
A deeper delve into "insider" accounts coming from Jaguar indicates that this company has lost its focus from actually designing and manufacturing high quality, reliable cars.
If this company is to be saved, all this utter rubbish needs to be removed from the company.
I doubt that will happen though, as it looks to be too late now.
In terms of recent Jaguar cars, I liked the following cars:
Surely that is a starting point -- a base -- upon which things could be turned around?
What an absolute shame for all the hard-working employees who actually do a good job for this company.
I could use more colourful language, but I'll leave it at that.
In a car company, quality and engineering is what matters.
Not DEI initiatives and corporate/HR gobbledook -- which have absolutely run amok in this company.
A deeper delve into "insider" accounts coming from Jaguar indicates that this company has lost its focus from actually designing and manufacturing high quality, reliable cars.
If this company is to be saved, all this utter rubbish needs to be removed from the company.
I doubt that will happen though, as it looks to be too late now.
In terms of recent Jaguar cars, I liked the following cars:
- Jaguar XE (apparent BMW 3 Series competitor).
- Jaguar XF (apparent BMW 5 Series competitor).
- Jaguar XFR (apparent BMW M5 competitor).
- Jaguar F-Type (Jaguar's last "great" car in my opinion).
Surely that is a starting point -- a base -- upon which things could be turned around?
What an absolute shame for all the hard-working employees who actually do a good job for this company.
I could use more colourful language, but I'll leave it at that.
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Did you buy any new? Not sure what you like actually matters.
Not sure it ever had that. Jags were always a bit....rough. But certain ones are classics just because they look nice
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Associate
Everyone "likes" a Jag actually buys a German car instead that has more advanced tech, more power, probably more reliable and (most importantly) has far better residuals.
Jag should have stopped trying to complete with the Germans in the performance saloon market years ago and become a low-volume, premium manufacturer which is what they're now planning to do.
What matters isn't "quality and engineering" but profit. Jag sold a mere 43000 cars in 2023 and has not turned a profit for year and years. "Management stupidity" would have been to have continued to do the same thing which would have resulted in them selling even fewer cars, making huge losses and shedding more jobs.
Only history will tell whether the recent ad campaign is woke nonsense or marketing genius that shed their old image and results in them turning the company around so they actually make some money.
Thanks pat
Associate
What profits?
JLR CEO Adrian Mardell has told investors that the company will cut five models with ‘close to zero profitability’ this year, according to Automotive News Europe (ANE).
Speaking at an investor’s days last month, Mardell revealed that the XE, XF, F-Type, E-Pace and I-Pace are all due for retirement, as JLR pivots to become a luxury all-electric brand.
Jag did make profit for a period of time, up till about the time evergrande had money issues, the bum dropped out the Chinese market, which coincided with everyone else getting bored of the product offerings, Albeit with marginal improvements.
Soldato
Do you not think when they switched to their ‘creative’ marketing campaign in 2022 it quickly went downhill?
The ‘midnight car wash’ for example is just mental, as was the complete miss of the Eva Green ad as being just too alienating..
I.e. did they get rid of those people or have they stuck around with the rebrand?
By comparison if you take the Evoque/velar vs f-pace it’s night and day how differently they are marketed and the Evoque/velar seem to do OK..
Associate
Lotus has already tried this with the Emeya and the Eletre and now realising they f'd-up are now turning back to Hybrids.
Companies like Fiat and Jeep are forgetting their place by overpricing their cars and going all EV and it is biting hard.
The same will happen for JaG.
A "luxury" brand with no product to sell. No cars for a year and the only one they have shown is a joke
Some of the German brands have dropped, or are dropping EV models as well. The Japanese ones saw the issues all along.
Volvo has also U-turned on their plan to be electric only by 2030. Governments have tried to force it, but it's just not working.
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Associate
Jag retail sales:-
2019 180,198
2020 140,593
2021 97,669
2022 77,381
so, no I don't things went quickly downhill after their ad campaign in 2022, the rot had clearly already set in by then.
Sales of the F-Pace and F-Type both peaked back in 2018 and had dropped by over 60% by 2023.
To be clear, I don't have an opinion about the advert (that this thread is about) and I'm not triggered by it's wokeness (there's more important things in life to care about). Equally what I think about the ad is also irrelevant as I've never considered buying a Jag.
My only point is that Jag simply doing nothing or just doing the same as before was only going to lead to extinction and I think I'd rather see a pink, sleek and expensive Jag than more of their "SUV" type cars or even no Jag at all.
To be fair Nissan seems to have seen what has happened with the Ariya and pivoted towards hybrids on their main lines but I'm not impressed by the engine choices and features - not being able to externally charge the battery on them is a big fail IMO.
Lot of movement towards EV vans lately from the manufacturers but I think that will go a similar way - loads of places have trialled replacing their fleets and decided not go go ahead with it.
Nissan still to this day have one of the best selling EVs in the world in their portfolio. They’ve sold well over 650,000 units and by all accounts it’s an incredible success.
When you consider it’s not actually a very good EV and the originals were ugly as sin, how do you explain that?
Well unlike the Ariya, they sold it for a sensible price throughout its life. They’ve may well have dropped the ball by letting it rot for so long though when the competition (say the MG4) as been bringing it.
The Ariya didn’t do very well because Nissan thought it was a good idea to bring yet another upmarket SUV to a contested segment at a high price point which was too expensive for their typical customer base. Their customers want Juke and Qashqi which sell for a sensible price and happen to be electric.
It was and continues to be a mistake for them to not aim their electric products at their actual customers. An electric Juke and Qashqi at a sensible price would have sold well, MG have demonstrated this point perfectly and it looks like we may be getting a Juke style car in the form of the leaf 2.0, let’s hope they don’t mess it up.
They’ve not ‘pivoted’ towards hybrids, they would have always been part of their transition plans and a natural evolution if their ICE products. They still need to be competitive in the ICE market even if over the long term they will be phased out in most countries.
P.S. the Germans have not dropped their EV’s, they are only launching new EVs these days and development of ICE products has all but stalled in the vast majority of segments. The statement is utter nonsense.
When you consider it’s not actually a very good EV and the originals were ugly as sin, how do you explain that?
Well unlike the Ariya, they sold it for a sensible price throughout its life. They’ve may well have dropped the ball by letting it rot for so long though when the competition (say the MG4) as been bringing it.
The Ariya didn’t do very well because Nissan thought it was a good idea to bring yet another upmarket SUV to a contested segment at a high price point which was too expensive for their typical customer base. Their customers want Juke and Qashqi which sell for a sensible price and happen to be electric.
It was and continues to be a mistake for them to not aim their electric products at their actual customers. An electric Juke and Qashqi at a sensible price would have sold well, MG have demonstrated this point perfectly and it looks like we may be getting a Juke style car in the form of the leaf 2.0, let’s hope they don’t mess it up.
They’ve not ‘pivoted’ towards hybrids, they would have always been part of their transition plans and a natural evolution if their ICE products. They still need to be competitive in the ICE market even if over the long term they will be phased out in most countries.
P.S. the Germans have not dropped their EV’s, they are only launching new EVs these days and development of ICE products has all but stalled in the vast majority of segments. The statement is utter nonsense.
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I think what folk like nasher and failing to comprehend, is that china is about to blitzkrieg the entire world in cheap, good quality EVs. It's the same tactics Uber did; irradiating several local taxi firms and challenger apps along the way.
Even though Nissan got there pretty much first, they're screwed as they just can't compete with the Chinese.
Basically white-goods style cars will rule the roost. It's the same as what happened in the 60s, 70s when there were hundreds of UK car brands. The formula got easy and repeatable, and consolidation happened.
JLR are using the Jaguar brand to try and tap the high end lux market because frankly, 90% of regular humans will be quite satisfied with an MG4.
Even though Nissan got there pretty much first, they're screwed as they just can't compete with the Chinese.
Basically white-goods style cars will rule the roost. It's the same as what happened in the 60s, 70s when there were hundreds of UK car brands. The formula got easy and repeatable, and consolidation happened.
JLR are using the Jaguar brand to try and tap the high end lux market because frankly, 90% of regular humans will be quite satisfied with an MG4.