Jaguar. Brave or bonkers? Could it be the beginning of the end? Or did the end start a long time ago and this rebrand has just accelerated it?
I cringed watching that ad which didn’t even include a car, but then why should it as it’s going to be a couple of years before the new all electric cars are available.
Personally, I thought it was sad to see an iconic British brand reduced to whatever that yellow and pink monstrosity of an ad was supposed to be, but the gen Z wealthy influencer types might like it I suppose!
What a mess, and where’s their income for the next year coming from now they’ve said they’re discontinuing the current lineup but have nothing to replace it with?
I'd say brave. I don't like the logo much and the teaser as was weird, but it was just that - a teaser and introduction to the new brand. The car launch and follow on ad will be this month.
It was to get people talking and boy did it. Now everyone knows the new logo even if they hate it.
Jaguar hasn't been selling cars for ages and its target market has been older people, often retired, and not new generations of people. I don't work with barely anyone that has any great regard for the company or even knew they still existed so Jaguar needed to do something.
Whether this campaign works I do not know, especially as I thought Jaguar intended to move towards the higher end premium market which is the opposite of what I'd consider wise - smaller more affordable models.
Jaguar was going to fail so this is pretty much its last chance.