Jaguar's Reimagining

[m79900]

Any thoughts? I'm not a fan personally, but I'll wait and see.

REIMAGINE | JLR Corporate Website

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www.jaguarlandrover.com

Our Reimagine strategy has set us on an exceptional journey of transformation. It lays out a clear vision to become a carbon net zero business by 2039. Designed to create a new benchmark in environmental, societal and community impact for business.

Reimagine is about co‑creating with innovators, developing strategic collaborations and unlocking electrification across our entire footprint.

Central to Reimagine is the transition to an electric future for all brands, with plug‑in electric hybrids acting as a key stepping stone. Before the end of the decade Range Rover, Discovery and Defender collections will all offer pure‑electric options, while Jaguar will be entirely electric.

 

[75A]

I don't think it will make the slightest difference, when we ordered a new car in January (delivered in June!) the logo really was the last thing that mattered.

 

[WelshBluebird]

I'm not a fan, but at the same time it's the most people have talked about Jaguar in a long long time!

 

[jfollows]

Jaguar went for diesel in a big way, which was a mistake once people realised how dreadful diesel car engines are.
My last car was a Jaguar 5L petrol V-8 but although it’s a wonderful engine it’s not going to work for many (22mpg).
Previously I had a Mondeo-derived 3L V-6 clunker (X-type).
I’m not interested in electric cars, so Jaguar is off my personal radar, but it’s coming and the future of course.
I think they’re gambling, but if nobody was buying their diesel and petrol cars then little to lose.
Presumably the petrol V-8 will carry on in other (luxury) brands for a while.

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Bottom line - no, it won’t work. I’m not convinced that there’s a market for what they’re wanting to sell.

 

[Noddy]

Presumably the petrol V-8 will carry on in other (luxury) brands for a while.

It amused me that JLR announced they had 2900 orders for the V8 Defender Octa and 48000 preorders for the Range Rover Electric.

 

[E27007]

Jaguar have ceased to manufacture cars, are Jaguar a perfume company from now on?

 

[Mojo]

The video that accompanied the rebranding all looks very early 00s.

 

[jfollows]

I also think they were an “aspirational” brand, my dad had a 3.4L Jaguar in the 1960s (think Inspector Morse) and made me always want one. I ended up with two in the end. But the rebranding looks anywhere but back, so I don’t look back and don’t want one any more. But maybe I’m not representative of their perceived market? All I know is that I could afford one now, later in life, and am not interested.

I might buy a refurbished 3.4L Jaguar though ….. until sense kicked in.

 

[61653 HTAFC]

The video that accompanied the rebranding all looks very early 00s.

It's rather dated isn't it? It looks like a parody of so-called "woke" marketing...

In fact it's so close to parody, that coupled with the vague but catty responses their social media team were giving on X to many of the comments, I wouldn't be surprised if the launch of the new vehicle has a sort of "switcheroo" where they say something like "what's all that nonsense? Here's the new JAAAAAAG!" and they reveal a sporty looking car that isn't a crossover blob like everything else on the road, and which has a big cat logo on the bonnet and not that tasteless rounded mixed-case font that looks like they stole it from 2004.

If it also has a V8 under the bonnet that'd be even better, but I'm not holding my breath on that one!

 

[MCR247]

In my opinion this is just the latest casualty in terms of minimalist logos. I saw a snippet where they’re talking about how the logo seamlessly blends both uppercase and lowercase characters or some nonsense

 

[m79900]

I wouldn't be surprised if the launch of the new vehicle has a sort of "switcheroo" where they say something like "what's all that nonsense? Here's the new JAAAAAAG!" and they reveal a sporty looking car that isn't a crossover blob like everything else on the road.

I really hope so to be honest. I feel like they're just tarnishing the brand.

 

[thejuggler]

If only Jaguar management had spent money on making a product which was reliable, rather than a logo. I endured a Jag X type for 18 months. It was a fantastic mile muncher, so comfortable for 250+ mile trips, but 'what will go wrong next' was a constant worry.

Failing door lock was a good one when on holiday. Not being able to close a door or lock a car is a problem.
EGR failure whilst accelerating on a slip road to join a dual carriageway in rush hour.
Constant DPF issues which lead to oil dilution and 5,000 mile oil changes.

The car is still around and according to MOT history now has 88,000 miles, but the last MOT it had 4 failures and a dozen advisories, lots of suspension mounting point issues so its not long for this world.

 

[E27007]

I think the Jaguar campaign is an example of what is known a "guerilla marketing", a campaign to create publicity by non-conventional methods , to shock and cause discomfort to the recipient audience

 

[nlogax]

I would like to have been a fly on the wall in the marketing agency JLR used to fart this one out.
Rebranding can absolutely be a useful tool, but if your end products are a lost cause in terms of quality and reliability then rolling certain things in glitter can only go so far.

 

[E27007]

Marketing is a Jaguar weakness, forecasts of sales volumes vs actual sales volumes for most Jaguar models are usual off-target

 

[GRALISTAIR]

Any thoughts? I'm not a fan personally, but I'll wait and see.

I am not a fan either. However, I am also waiting to see. My American colleague has not stopped talking about it.

 

[Wolfie]

In my opinion this is just the latest casualty in terms of minimalist logos. I saw a snippet where they’re talking about how the logo seamlessly blends both uppercase and lowercase characters or some nonsense

Oh my word, the stench of male bovine excrement is strong....

 

[JamesT]

I would like to have been a fly on the wall in the marketing agency JLR used to fart this one out.
Rebranding can absolutely be a useful tool, but if your end products are a lost cause in terms of quality and reliability then rolling certain things in glitter can only go so far.

Apparently it was done in-house.

 

[Wolfie]

I am not a fan either. However, I am also waiting to see. My American colleague has not stopped talking about it.

Interesting. The US is one of Jaguar's main markets. The Trump government proposed tariffs may do them few favours though.

 

[Joe Paxton]

Quite a savage takedown of the rebrand from Marina Hyde in the Guardian today:

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

In the aftermath of Trump’s victory, the ad already looks like a period piece. But aside from that – I mean, seriously?
...

 

[Wolfie]

Quite a savage takedown of the rebrand from Marina Hyde in the Guardian today:

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

If even the Grauniad is slaughtering them....

 

[greyman42]

Apparently it was done in-house.

It is awful and i wonder how old the people were who came up with it.

 

[RailWonderer]

It is awful and i wonder how old the people were who came up with it.

I agree, I’m not a fan and if Jaguar wasn’t a laughing stock already by not keeping even one model of car in production, they are now. Their 2019-2020 ad campaigns with celebrities were cool and they worked hard to update the brand image then, so why they had to even think about rebooting it again I don’t know.

 

[m0ffy]

While I think it’s a poor campaign and a huge pivot, I love the reaction I’ve seen online. People are furiously typing about heritage and how traditional customers will be alienated.

Yet heritage is all they have. Jaguar has been circling the drain for decades, selling uninspiring, poorly built, generic saloons and latterly, bland SUVs. And not enough of them. The “traditional” Jag customer is dying off, and their biggest markets no longer want them.

This is last chance saloon for the brand. It needs to start pulling its weight, or risk irrelevance. The online bleating and whinging has made it more relevant than it has been for years.

 

[Harpo]

Lamborghini went from making tractors to making beautiful cars. Jaguar seem to be going in the opposite direction.

 

[75A]

Porsche were the same. Some of their tractors are no going for serious money.

 

[m79900]

Porsche were the same. Some of their tractors are no going for serious money.

Part of the problem's that Jaguar's new cars'll be going for serious money! Until they're not...

 

[RailWonderer]

Yet heritage is all they have. Jaguar has been circling the drain for decades, selling uninspiring, poorly built, generic saloons and latterly, bland SUVs. And not enough of them. The “traditional” Jag customer is dying off, and their biggest markets no longer want them.

They made the XKR S and the F type in the 2010s which were both great GT cars for those wanting a price point under Aston Martin but more in the German price range.

I agree, the SUVs should have stuck with the Land Rover brand and Jag should be sports saloons and GTs only.

 

[172007]

Jaguar have no small car. Look at the BMW mini and how popular it is. Jaguar need to do the same. Not everyone wants a large saloon or SUV.

 

[m0ffy]

Jaguar have no small car. Look at the BMW mini and how popular it is. Jaguar need to do the same. Not everyone wants a large saloon or SUV.

That’s not the segment they are moving into.