Jaguar introduces new logo for the brand

YorkshireSam said:
I'm going to go out on a very long limb and say this is a really clever publicity stunt to set up the new model launch in Miami on 3 Dec.

I'm going to go even further out on a limb by saying Jaguar's relaunch strategy will actually play on the fact EVs notoriously have no soul, no character and often no heritage.

Jaguar knows it has all of these which set it apart. And by appearing to overlook this as they parody the EV market, they are actually drawing attention to these key brand values, which will be emphasised on launch.

A double bluff.

If this is the plan it's a genius campaign. If it isn't, I'll get my coat... and will be trading the F-Type in something more masculine like a Fiat 500 convertible.

Reasons I think that... the tone of the marketing patently mismatching the £100k+ Bentley/Porsche demographic they're aiming for, the cryptic tone of Jaguar's replies on social media which say there's "more to come", the branding that's so off-brand it's ridiculous, and Jaguar's recent history of excellent tongue-in-cheek ad campaigns that play up to the zeitgeist (eg Bond villain, 'it's good to be bad' campaign).

Finally, check their website - the new branding only appears on the marketing pages but not on its main pages, which isn't usually how a rebrand is launched.

I think Jaguar could have something up their sleeve in the form of a great, satirical two-phase marketing campaign. If not, that's the end of Jaguar so I hope I'm not mistaken.
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I'm with you on this.

There MUST be more to it, and what they've done has clearly worked in the way it has drawn a MASSIVE wave of attention globally, it seems.
 
Webarno said:
YorkshireSam said:
I'm going to go out on a very long limb and say this is a really clever publicity stunt to set up the new model launch in Miami on 3 Dec.

I'm going to go even further out on a limb by saying Jaguar's relaunch strategy will actually play on the fact EVs notoriously have no soul, no character and often no heritage.

Jaguar knows it has all of these which set it apart. And by appearing to overlook this as they parody the EV market, they are actually drawing attention to these key brand values, which will be emphasised on launch.

A double bluff.

If this is the plan it's a genius campaign. If it isn't, I'll get my coat... and will be trading the F-Type in something more masculine like a Fiat 500 convertible.

Reasons I think that... the tone of the marketing patently mismatching the £100k+ Bentley/Porsche demographic they're aiming for, the cryptic tone of Jaguar's replies on social media which say there's "more to come", the branding that's so off-brand it's ridiculous, and Jaguar's recent history of excellent tongue-in-cheek ad campaigns that play up to the zeitgeist (eg Bond villain, 'it's good to be bad' campaign).

Finally, check their website - the new branding only appears on the marketing pages but not on its main pages, which isn't usually how a rebrand is launched.

I think Jaguar could have something up their sleeve in the form of a great, satirical two-phase marketing campaign. If not, that's the end of Jaguar so I hope I'm not mistaken.
Click to expand...

I'm with you on this.

There MUST be more to it, and what they've done has clearly worked in the way it has drawn a MASSIVE wave of attention globally, it seems.
Click to expand...

I hope you are right and that there is more to it than that, but the evidence thus far is not looking good. Let's face it - taking the p out of woke ideology is likely to land you in court.
 
One thing is for sure that huge swathes of people from die hard brand fans, owner, journos, competitors and on to those who’d otherwise have had no interest in what Jaguar is doing, will now be following the Miami ‘launch’ to see what happens. That’s no bad deal, aside if they come in to reinforce their perception that it’s crazy.

Whilst Jaguar will get more column inches, web clicks, etc. than in the last decade in total, I’d not like to be sat in the JLR Marketing Dept. this week saying to the to seniors and Tata that ‘it’s all going exactly as planned’.
 
YorkshireSam said:
I'm going to go out on a very long limb and say this is a really clever publicity stunt to set up the new model launch in Miami on 3 Dec.

I'm going to go even further out on a limb by saying Jaguar's relaunch strategy will actually play on the fact EVs notoriously have no soul, no character and often no heritage.

Jaguar knows it has all of these which set it apart. And by appearing to overlook this as they parody the EV market, they are actually drawing attention to these key brand values, which will be emphasised on launch.

A double bluff.

If this is the plan it's a genius campaign. If it isn't, I'll get my coat... and will be trading the F-Type in something more masculine like a Fiat 500 convertible.

Reasons I think that... the tone of the marketing patently mismatching the £100k+ Bentley/Porsche demographic they're aiming for, the cryptic tone of Jaguar's replies on social media which say there's "more to come", the branding that's so off-brand it's ridiculous, and Jaguar's recent history of excellent tongue-in-cheek ad campaigns that play up to the zeitgeist (eg Bond villain, 'it's good to be bad' campaign).

Finally, check their website - the new branding only appears on the marketing pages but not on its main pages, which isn't usually how a rebrand is launched.

I think Jaguar could have something up their sleeve in the form of a great, satirical two-phase marketing campaign. If not, that's the end of Jaguar so I hope I'm not mistaken.
Click to expand...

I get this. But even if the marketing does a clever u-turn it’s still going to be an EV, right ?

Marketing aside, even if they made it sufficiently manly it will still have a battery and a motor ?

Is there really anything they can do to the new car to differentiate it enough from other EV’s to take your £100k ?

To me the traditional Jaguar owner and what they want is now firmly in Jaguar’s rear view mirror, your money safely in their bank account and they could not care less. ICE and everything we like about it is gone and they need to look forward to the next 30/50/70 years and an entirely new demographic of customer.

But still no idea what real life demographic they are aiming at with this campaign !

I expect this marketing has been in development for over a year (£££…) and seems a little out of date already as opinion is shifting rapidly in a different direction.

My prediction is that the car and the target market will continue to be planets apart from the history, but they will tone down the marketing before it looks even more silly.

As for holding on to these cars waiting for value increases when supply dries up I’m not convinced. Reckon you would need to hold for a very long time. Fine to take a punt if you can squirrel one away. But I’m just not sure that younger generations are going to be interested in them to the same extent when everything is electric. And the look of all cars ages over time….even if the F Type ages well it will still only sell in the niche classic market.
 
santoshlv426 said:
WTF.
If you own a Jaguar, it's just gotten alot more collectable IMO
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Sold mine to a dealer 6 weeks ago and it's still on their forecourt.

They have dropped it £2,250k since first listing it.

So you can collect that one if you want ! :)
 
Duvetday I think you've summed it up up nicely. I'm pretty sure the new car is not for me and I've not seen an EV that raises even a flicker of interest enough to overcome the shortcomings. But I have what I want already, so I'll just enjoy it.

Some of this reminds me of 2015 when we went to our first Jag meet at Arundel castle. Having recently bought an EX and F type, we were sat on a bench and an older couple joined us and proceeded to tell us that the new (ours) Jaguars were horrible and did not reflect the heritage or ethos of the brand! There was no wood veneer in the cars and the ftype was just noisy, cramped and inelegant, without any grace or space. Also that Ian Callum, well he was the spawn of the devil and all of this this awfulness would never have happened if Geoff Lawson had still been around. it's going to be quite hard to stop myself becoming those people. Oh well it's a tradition after all, I'll get some Werther's originals to fill the cupholders with next time I m in Sainsbury'.
 
People being angry about it seems better, for Jaguar, than if people were indifferent.
I think? I hope!!

EV is coming, sooner or later. This new Jag is not an F Type replacement. It's going to be a rival to Rolls Royce and Bentley, I believe, for their large luxury vehicles.
I also believe there's room in that market, for the right brand, as those two brands definitely don't have the luxury EV market sewn up.
It probably won't suit V8 and V6 petrolheads and, for sure, it won't be within my budget. But if it's great then that won't stop me liking it.
Best to get over what the marketing department have been up to and wait to see what the design and engineering departments have been busy creating.

The other thing is, the more I see people posting online what they think the next car should look like, where their images look like rehashed versions of cars that have already been, the more I am ready to see something really revolutionary. The XK150 looks nothing like the E Type, looks nothing like the XJS, looks nothing like the F Type. They're all really handsome cars in their own way, to me.

After seeing more of the cancelled electric Jag XJ I realise that this new vehicle has to be something very different. When Jaguar comes to replace the F Type, or sports/GT offering, with an EV I'd much rather it looks nothing like the F type instead of some kind of retro rip off like the MG Cyberster looks to me. I also hope that Jaguar can look beyond the horrible 'EV look' that many manufacturers seem to be following and just make it damn sexy.

Although I believe the advertising was stupid I do agree with the 'copy nothing' slogan.
 
I agree...except that while saying 'copy nothing' they have then gone and copied the Paris Olympics opening ceremony in their advert !
 
acrowland said:
Sadly, it looks my $100k+ absolutely fun to drive, gorgeous, F type will get parked in the garage. I do not drink Bud Light and now I will not drive my Jag. Probably can't sell it for anywhere near what I paid with this new garbage ad.
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What a strange way to behave. Unless you're doing irony, of course. :shock:
 
Duvetday said:
Is there really anything they can do to the new car to differentiate it enough from other EV’s to take your £100k ?
Click to expand...

That's exactly what I think they're playing on, and why I think it's a double-bluff campaign.

Parody electric car marketing > create a huge conversation about what Jaguar represents and why it shouldn't just become another bland EV brand > launch new EV by shattering the public perception they've fed into ("copy nothing") > secure their place in the luxury EV market by proving EV brands can have soul, character, heritage and a pair of bollox

In an interview with Autocar, Jaguar MD Rawdon Glover said the EV market is too "homogeneous", adding: “for brands that want to operate in the luxury space, their provenance, history and iconography are really important." That was in August.

Read into that what you will, but I think we could be seeing a very clever campaign unfolding.
 
Not a DM reader but this article on the person who "masterminded" the marketing campaign seemed to be about right.

https://www.dailymail.co.uk/news/article-14106133/American-marketing-guru-Jaguar-rebrand-BLM-New-York-British.html
 
Well, on the plus side I got a compliment for my F-Type last night in the gym parking lot. So the virus of Jaguar's new marketing campaign hasn't spread widely into the real world... yet.
 
I get that this could have been a clever marketing act if the people behind them weren't hard-core woke activists. They would never set themselves up to be shot by literally the world and then come up with a "gotcha" statement.

See his post on LinkedIn announcing Jag's "new era" . He eventually blocked the comments section but you can see the reaction from mostly grown ups rather than keyboard warriors who are more prevalent in other platforms.

https://www.linkedin.com/posts/pietrosanti_copynothing-jaguar-activity-7264588644504551424-6CGk?
 
YorkshireSam said:
Duvetday said:
Is there really anything they can do to the new car to differentiate it enough from other EV’s to take your £100k ?
Click to expand...

In an interview with Autocar, Jaguar MD Rawdon Glover said the EV market is too "homogeneous", adding: “for brands that want to operate in the luxury space, their provenance, history and iconography are really important." That was in August.
Click to expand...

Whatever the marketing I'm still not understanding what it is that Jaguar can do to differentiate their product in real life...other than weld a pair on ?

The provenance, history etc is all inextricably ICE based. Not sure it transfers over to EV which is totally different ?
 
Apparently Audi have been scratching their heads for months on how to promote their brand and are now in talks with New Order

https://www.youtube.com/watch?v=mfI1S0PKJR8
 
What the F is going on with Jag. I'm taking my car in to Group1 Watford to replace the Sim Card reader under warranty. I hope the F that they don't F the software up with any new Logo's of What the actual F they are doing with the F 'ing branding?

Not happy, can you tell?
 
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