Jaguar introduces new logo for the brand

[scz4]

I worry this is the beginning of the end of Jaguar and what it will mean for us owners. The product has been poor for years, but not the brand is surely dead and basically a joke.

What if in 3 to 5 years Jaguar no longer exist. Surely values will plummet as there will be no dealers to service the cars, challenges in getting parts as the cars get older, no warranty options (critical for any Jaguar ownership).

Is now the time to get out?

 

[scm]

I worry this is the beginning of the end of Jaguar and what it will mean for us owners. The product has been poor for years, but not the brand is surely dead and basically a joke.

What if in 3 to 5 years Jaguar no longer exist. Surely values will plummet as there will be no dealers to service the cars, challenges in getting parts as the cars get older, no warranty options (critical for any Jaguar ownership).

Is now the time to get out?

On the other hand, if people see what the future of Jaguar looks like, it may make the existing range more desirable. Hang on the your F-Types - cash bonanza coming! :lol:

As for warranty being critical - that's just nonsense unless you have an I-Pace, or haven't found a trusted independent, they're very maintainable by good mechanics.

 

[Anonymous]

The Jaguar rebrand is very clever. Current enthusiast owners are not within the target demographic.

 

[WShudds]

Worth watching this bunch of retrograde so-called "car enthusiasts" and "journalists" having the audacity of criticising Jag's new queer identity

https://youtu.be/bes996BDgFI?si=Am0EYp1ABj28sKHa

 

[anrgy]

I worry this is the beginning of the end of Jaguar and what it will mean for us owners. The product has been poor for years, but not the brand is surely dead and basically a joke.

What if in 3 to 5 years Jaguar no longer exist. Surely values will plummet as there will be no dealers to service the cars, challenges in getting parts as the cars get older, no warranty options (critical for any Jaguar ownership).

Is now the time to get out?

I would say rather than get out.. now is the time to probably enjoy the last true Jaguars. If I could I would hold on to my Ftype for kingdom come now . Disappointing rebrand.. I would be okay with everything.. but removing the roar and leaping jaguar - thats an insane move. I guess time will tell but sadly this seems like the end of it for the old jaguar. the new version maybe very different and for a very different audience.

 

[WShudds]

We have the duty to keep our upper lip even stiffer now

https://www.youtube.com/watch?v=B-_30ZRZAI0

To think that Jaguar was capable of producing something like this not that long ago and push that crap on the world yesterday is crazy.

 

[JKFTYPE]

Worth watching this bunch of retrograde so-called "car enthusiasts" and "journalists" having the audacity of criticising Jag's new queer identity

https://youtu.be/bes996BDgFI?si=Am0EYp1ABj28sKHa

That's a good chat.

I'm still hopeful the car is going to be great.

I think it will be. If they got almost all the way with the electric XJ and canned that at the last minute then surely, surely they must have realised there was something compromised about that car and that they've worked their arses off to bring about something far better and something revolutionary.

I can see the point about Jaguar trying to keep in the public eye, what with a year or so with no cars to sell, so can appreciate the points about disruption and 'any news is good news'. I do find that type of marketing to be very tacky and contrived though.

I can also understand the awkwardness in trying to market something that doesn't exist yet but there are far more imaginative ways of doing this than a whole bunch of rather pissed off looking models sat there doing nothing. Hopefully it's upwards from here!

 

[kevc]

hmmm....
Art Deco EV....?

 

[JKFTYPE]

That's intriguing!

 

[spike]

RIP Jaguar. After seeing the new advert/logo, I would be ashamed to get behind the wheel now. Sales will plummet and after sales values too. Just watch the used F-Type prices fall, nobody will want one. Time to get out. Bye bye Jaguar , a once great brand!

 

[Anonymous]

This was just posted on Jaguar official Instagram and Twitter but either it has crashed the internet or it has been removed.

The best comment was... "Tell us you hate Jaguar enthusiast, without saying you hate Jaguar enthusiasts"

I am sure this must be a marketing ploy to get attention and any minute someone is going to say, only kidding.

 

[WShudds]

That's definitely a design a team of Teletubbies can get behind.

If you're on LinkedIn, show the MD how much you love the new brand! I left my support in the comments section.

https://www.linkedin.com/posts/rawdon-glover-699378b7_jaguar-copynothing-activity-7264566953799774210-J-TN?

 

[scm]

RIP Jaguar. After seeing the new advert/logo, I would be ashamed to get behind the wheel now. Sales will plummet and after sales values too. Just watch the used F-Type prices fall, nobody will want one. Time to get out. Bye bye Jaguar , a once great brand!

I think you're wrong - people who love the brand (as was) will want an F-Type if their only other option is the new range. Hang on and cash in later, after enjoying the journey in the present! People still like MGs - the ones before the Chinese ones.

 

[Keith666]

Well that’s it! The iconic branding that has taken this product through decades of memorable models has finally succumbed to the woke madness that’s infected many key brands. Anyone for the…..
LGBTQI ~ Type?

 

[cj10jeeper]

This analysis of the rebranding effort so far captures it well and is from a global media agency/reporter.
I can see it being a case study for media students for many years. It remains to be seen if they can turn it around by the time of the Miami event..

https://www.thedrum.com/opinion/2024/11/20/jaguar-rebrand-complete-comms-car-crash

 

[spicy]

I seriously hope this is some sort of genius marketing ploy that has gained much attention and got everyone talking about Jaguar then at the Miami launch a Jaguar appears on screen chases off all the men in pink dresses and chews up the new logo.

 

[NaCl]

...then at the Miami launch a Jaguar appears on screen chases off all the men in pink dresses and chews up the new logo.

One can only hope... although in this day & age, an act like that would be seen as equal to genocide

 

[mickjaguar]

Creatives at VAP quick off the blocks

https://m.youtube.com/watch?v=F-kAQ8H9d3k

 

[WShudds]

Creatives at VAP quick off the blocks

https://m.youtube.com/watch?v=F-kAQ8H9d3k

Awesome stuff! Incredible how quickly they managed to come up with a parody video

 

[pirateprentice]

Looks like Jag are in damage limitation mode. Time to assess where this has got to now.

They don't have a car on sale till 2026, so this is the opening of a, say, 15 month marketing campaign. They clearly do believe that the new design is something special, or at least different, and want to make a splash with it.

Two days ago only car-heads knew that Jaguar was relaunching the brand. Now it's all over You-tube and national newspapers, so on that basis it has been a huge success. It means that when they unveil the concept car in Miami in 10 days time the whole world will be tuning in to see what they have.

But they have mis-stepped. In their eagerness to 'take out the trash' of their old customer base in exchange for a vibrant progressive new one, they allowed a marketing agency of neurotic 26-year olds to produce that piece of laughable garbage. And it means that everyone tuning in to the Miami event is bringing not a sense of intrigue, which is what they wanted, but ridicule instead. Now everybody wants to laugh at the clown car covered in rainbow flags. Can they recover from the predicament they have set themselves? It will be fun to watch.

My prediction is that the design concept they unveil (not an actual car model, note) will be vaguely Roller/Bentley but dressed up like a Gucci handbag.
We'll probably largely hate it, but that matters not to them.
The teaser photo shows Jag-like haunches but without Jag-like curves (earlier this year we had a thread here where I likened it to a Tesla Cybertruck and someone said Kia EV9, which was even better).

Behind all that though is the trashing of a much-loved motoring heritage, and not by accident but by design, which is unforgivable.