Jaguar introduces new logo for the brand

[cj10jeeper]

I can imagine seeing the new pink Jag in Mayfair or Dubai, or Miami even, but not outside the school gate. Imagine trying to park all 5m of it in a busy street with no direct rear vision - nightmare!
I still struggle to see who the market is. It is not the SUV crowd with their Landrovers (although there will be two SUVs to follow, apparently - perhaps the GT is just a sacrificial 'branding' model that they do not expect to sell many of).
If not, who are these wealthy, fashion-focused, 'progressive' types they have in mind? Is it just social media influencers & Directors of Marketing?

The rear view by camera gives better viewing and visibility than a traditional mirror. I think this is a good development as part of the way forward. Hardly 'copy nothing' though as Polestar 4 already has it, as do most new big trucks on the road these days and an increasing number of cars swapping our door mirrors for cameras. Very much the way forward coupled with the usual autonomous parking we're seeing.

Fully agree re it not being a school run car and am sure there will be a few eccentric early adopters that want to be seen in it, but then I do wonder where the volume is even if the margins are huge to make a business of this. Subsequent models will have to be much more volume based and toned down, but wait a minute they've decided to have no volume

 

[Anonymous]

They will sell. I see the target audience every day. It ain’t me, it ain’t most folk in here, it ain’t most existing Jaguar owners, but the buyers are out there.

 

[scm]

Fully agree re it not being a school run car ...

Neither are massive SUVs but that doesn't stop them! :?

 

[cj10jeeper]

Fully agree re it not being a school run car ...

Neither are massive SUVs but that doesn't stop them! :?

Seems to me they are ideal. How else would impatient late mums and dad’s be able to push out at junctions, bounce over speed bumps when late and bump it up kerbs to abandon it, all whist done with an air of arrogance. Just wouldn’t work in a small city car.. don’t forget all the prime slots outside the gate plastered with no parking, no drop off and no turning are already filled with grandparents where normal laws don’t apply to them.

 

[Millwheel]

It will sell - it's pretty bold, well at least the colour is - but unless it has some innovation in the drive train it will just be another fashion accessory, selling to the rich and tasteless. I'd hoped for some amazing new body shape but building an EV with an ICE body (why the huge bonnet?) is not innovative, just pastiche. Cord and Duesenburg did it better. When living in Dubai some years ago I was talking to the head of the dealer workshop (my XK8 in for a service) and he showed me a Gucci handbag with five XK keys in it. It was owned by a lady who had one of her cars in for work. I was told that she had five XKs in different colours and she would leave the house in the morning (carrying the aforementioned handbag) and choose the car that was the closest match to the colour of her shoes. This is the market Jaguar will be going after now. What surprises me is that they didn't choose a new name altogether (like the move from SS to Jaguar) rather than sully the brand with all that petrol fuelled performance car stuff (so macho, so yesterday) and all those gammon owners that are now de trop for the brand.

Has anyone else noticed Rawdon Glover's CV on LinkedIn? Sort of detail that people post when they're in the market for a job.

 

[Anonymous]

Fully agree re it not being a school run car ...

Neither are massive SUVs but that doesn't stop them! :?

Seems to me they are ideal. How else would impatient late mums and dad’s be able to push out at junctions, bounce over speed bumps when late and bump it up kerbs to abandon it, all whist done with an air of arrogance. Just wouldn’t work in a small city car.. don’t forget all the prime slots outside the gate plastered with no parking, no drop off and no turning are already filled with grandparents where normal laws don’t apply to them.

Are you perhaps talking about those people who go barrelling around local streets at breakneck speed between 3.15pm and 4.00pm (speed restrictions are relaxed between those times) with phone in one hand and Starbucks in other ?

 

[Kev]

Has anyone else noticed Rawdon Glover's CV on LinkedIn? Sort of detail that people post when they're in the market for a job.

Demonstrable success in blah blah and championing centralisation

Yeah, that went well

 

[WhoKnows]

Are you perhaps talking about those people who go barrelling around local streets at breakneck speed between 3.15pm and 4.00pm (speed restrictions are relaxed between those times) with phone in one hand and Starbucks in other ?

I think it refers to those in 4wd's that occasionally venture onto a narrow country road then when they meet you head on they are too scared to go onto the grass verge so expect you in your small 2wd car! :roll:

At least that hasn't yet happened in my f type but not uncommon in previous cars

 

[Anonymous]

From Top Gear.

'Just kidding!’ says Jaguar.
Insiders admit they were just ‘throwing it out there, got you haha’

Here’s TopGear.com’s roving correspondent, Cory Spondent, with his mostly incorrect exclusives from the world of motoring

Jaguar has revealed it was ‘only joking’ after its radical rebrand and the hugely anticipated public debut of its Type 00 concept car.

Following a new advertising campaign that has somehow managed to capture global attention – and completely distance itself from its entire back catalogue – the British carmaker has revealed the whole thing wasn’t meant to be taken all that seriously.

“Woah, just kidding!” an insider close to the campaign revealed. “Thought we’d brighten up the end of a miserable year with a light-hearted prank, but yeesh, things appear to have gotten a trifle out of hand.

“We thought you’d smell a ruse when we announced ‘Exuberant Modernism’ as our catchphrase and then went on to unleash a cartoonishly proportioned GT that wouldn’t look out of place in that Nineties Batman cartoon.

“Somehow, you swallowed it up. It’s a bit troubling, if we’re honest".

“We even told you to forget what came before… and then reminded you we used to build the E-Type. Even that didn’t ring any alarm bells.”

The insider later admitted the next all-new electric Jaguars would in fact take the form of a mildly facelifted F-Type with a massive battery shoved under the bonnet provisionally named FE-Type, a small run of hydrogen-fuelled continuation XJS models dubbed H-Type, and a load of restomodded C-Types with modern supercharged V8s.

“We’re just gonna keep playing all the stone-cold classics until this entire lark falls in on itself. It’s what the public wants,” the insider added, with a sigh.

 

[WhoKnows]

Pity that article is labeled Satire

 

[PhilB]

Recent article from "Spiked" which seems to explain a few things.

https://www.spiked-online.com/2024/12/05/how-jaguar-became-a-vehicle-for-lgbt-idiocy/

 

[pirateprentice]

Worth clicking through there to the F-Type magazine ad that appeared 3 years ago: https://www.marketingweek.com/jaguars-most-effective-october/
It shows that the brashly coloured marketing to a particular demographic is not the recent introduction we thought it was.

 

[CSGMART]

Sell nothing.

 

[Beepbeep]

I maybe alone, but i don't mind the prototype. At least its not another SUV.

 

[Anonymous]

Jaguar boss explains how the Type 00 can save the company

https://www.topgear.com/car-news/interview/exclusive-jaguar-boss-explains-how-type-00-can-save-company

Edit. I think this sentence sums up the quantity they might be looking to sell. "We have researched this intensely. We've spoken to about 1,000 prospective clients".

 

[scm]

Jaguar boss explains how the Type 00 can save the company

https://www.topgear.com/car-news/interview/exclusive-jaguar-boss-explains-how-type-00-can-save-company

Edit. I think this sentence sums up the quantity they might be looking to sell. "We have researched this intensely. We've spoken to about 1,000 prospective clients".

He's hit the nail on the head with

"The clients told us you've got to change the brand and the whole ownership experience. So we've looked at every element because it all adds up to this term 'willingness to pay'."

but doesn't seem to realise that most people's (though not actual owners') perception of the brand is unreliable and expensive to fix, not helped by, in many cases, bad dealer experiences. While most of us on here know this isn't the case (regarding reliability), the fact remains that people just want to buy German under the misguided impression of their reliability - they'd rather drive ugly cars!

 

[Millwheel]

Jaguar may already be missing the boat. The Cadillac Sollei EV, announced in July, looks a lot more like a car you’d want to own and it still gets away with a radical interior. To me, it looks like the car the electric XJ should have been. And Caddy kept their logo.
https://youtu.be/TfVkvyTm4jM?feature=shared

https://www.autoblog.com/news/sollei-concept-is-proof-that-cadillacs-malaise-era-is-long-gone

Meanwhile, Honda are betting the farm on hydrogen - again!
https://www.autoblog.com/news/why-honda-is-going-all-in-on-fuel-cell-tech

Now if the new Jag had been hydrogen - William Lyons would be smiling. Much lighter, it could have been the radical car we were hoping for. With a feasible range of 1000 miles, the lack of hydrogen filling points would not be such a big deal for a car whose Rawdon Glover approved customer base would mostly use it for posing round town and driving out to Soho House or the Newt (both of whom would surely install hydrogen filling points in short order).

 

[NaCl]

Some recent news about the rebrand have cropped up. Autocar India received a leaked memo written by the designers at Jaguar, expressing their concerns about the rebranding prior to its reveal:

https://www.autocarindia.com/car-news/jaguars-rebranding-exercise-sparks-internal-backlash-434145

https://www.thedrive.com/news/leaked-memo-reveals-jaguar-designers-were-worried-about-rebranding-years-ago

The main take-away from this is that the rebranding was done via an external consultancy firm (Accenture) so in my mind, it's no surprise that the rebrand went it the direction that it did.

Makes me wonder if it would have been different if the rebrand was done internally via Jag's marketing team. Oh well, the answer to that might be in another universe unfortunately...

 

[mono-uk]

Some recent news about the rebrand have cropped up. Autocar India received a leaked memo written by the designers at Jaguar, expressing their concerns about the rebranding prior to its reveal:

https://www.autocarindia.com/car-news/jaguars-rebranding-exercise-sparks-internal-backlash-434145

https://www.thedrive.com/news/leaked-memo-reveals-jaguar-designers-were-worried-about-rebranding-years-ago

The main take-away from this is that the rebranding was done via an external consultancy firm (Accenture) so in my mind, it's no surprise that the rebrand went it the direction that it did.

Makes me wonder if it would have been different if the rebrand was done internally via Jag's marketing team. Oh well, the answer to that might be in another universe unfortunately...

That seems to pretty much match what my relative says who works in the JLR car design team

 

[rbs]

As an American that has revered the Jaguar auto brand for my entire lifetime, all I can say is "What a mess."