Jaguar Rebranding

[RickyJay52]

As the proud original owner of a 2015 Jaguar V6S—which turned 10 years old last month—I do follow things on the F-Type forum. Anyone here see the new Jaguar (sorry, jaGuar…you’ll see) rebranding story which has just hit the news? [HINT: it’s not good, which just might be the understatement of the day. Views and comments—of which there are countless—doesn’t necessarily, and likely won’t in my opinion, translate into sales].

 

[centerpunch]

They're on crack.

 

[RickyJay52]

That’s certainly one way, among many, to put it. Put another way, what could possibly go wrong? Thankfully I have my F-Type of years gone by….now I need an E!

 

[joshua5222]

They're on crack.

Definietly yes!

Well, Jaguar’s rebranding seems like quite a puzzle. It looks like they're trying to break away from the classic heritage, but the result doesn’t feel convincing. People associate the brand with elegance and history, and now it seems like a move that could hurt more than help.



Personally, I prefer the old Jaguars; they had soul. If this new direction is the brand’s future, maybe it’s time to invest in older models before prices skyrocket.

 

[sca037]

 

[dmartin149]

Here's a late night comic's take on it.

 

[drew]

Jaguar now sells boring SUVs like everyone else. I don't know what they stand for and I haven't seen a F or J type on the road in 15+ years now.

Seems like they are trying to do an Apple 1984 advert. Except without any of the effort or an edgy automotive design philosophy.

This just smacks of desperation.

The X Type of advertising: a unique car just like everything else.

Then again: people want boring appliances with high beltlines and safety gadgets. People do not want interesting or special cars. So the infotainment system had better be the draw.

Then again this just might work as Jaguar drivers might see a lot of value in associating themselves with frilly unusable eyesore fashion SUV things.

I hope this isn't the future.

The curmudgeon in me won't be surprised with Jaguar deploying bright colors adorned with nonfunctional flashy plastic trim on a conspicuous consumption brick platform. It will be successful and my hopes will be dashed.

 

[slam19s]

Unfortunately, they have major issues beyond the logo.

 

[Hass]

yikes

 

[dmartin149]

 

[RickyJay52]

There is a saying that any publicity is good publicity—and, needless to say, Jaguar is getting TONS—but I still don’t like it. I do, however, love this which someone on Jaguar Forums posted:

 

[Zoom]

They were irrelevant before the new ad. And that new ad has been obviously made by a marketing firm running on lots of cocaine. The new logo looks like a perfume brand. Wont change the perception of seeing another bland SUV with just the front grille being different from everyone else's.
The only positive I can see here is everyone is talking about that ad (good or bad does not matter) , thus giving the brand name a lot of exposure. Still wont save them from disappearing into the generic blandness of modern driving appliances.

 

[MJK]

If I had a Jag I liked, I'd be stocking up on spare parts now 'cause if this is what they are spending time on they'll be out business quickly.

 

[docjohn]

The senior Tata died recently so who knows what will become of it...I would spin it off.

 

[TyraNSX]

They were irrelevant before the new ad. And that new ad has been obviously made by a marketing firm running on lots of cocaine. The new logo looks like a perfume brand. Wont change the perception of seeing another bland SUV with just the front grille being different from everyone else's.
The only positive I can see here is everyone is talking about that ad (good or bad does not matter) , thus giving the brand name a lot of exposure. Still wont save them from disappearing into the generic blandness of modern driving appliances.