Jaguar introduces new logo for the brand

The concept 'launch' video is here:

https://youtu.be/zZIkPMIZxb4

... And a more in-depth analysis from Top Gear here:

https://youtu.be/QzGlTULmheI?si=dN_IR3pdhz6vfSO0
 
Looks like Jaguar / Tatty Motors have invested the £500 million government-backed loan and allocated it in the following proportions:
£1 on R&D
£1 on the concept clay buck
£499,999,998 to Sandini Pietrosandi’s foolish PR effort?

And I really object to being part of a business which takes and uses societal extremes to their advantage, at the expense of societal norms, as we understand them. Very poor taste IMHO.

I’m likely driving my last Jaguar car.
 
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Full launch video.

https://youtu.be/Zqt7_sd_Sgo?si=32blzibBJtcPY6Pa

Mainly negative comments. But 1000bhp!
 
There's more to like here than I was expecting. The rear quarter view has the tapered form of E/F although the angular haunches are more RoboCat than Big Cat.
The profile is quite handsome, but the bonnet line doesn't quite do it for me.
They didn't know what to do at the front, so they copied - yes copied, mind - the sheer vertiginous cliff face of other EVs. I find that rather ugly in a brutalist kind of way.
If only they could lower the whole body by 6 inches or so it could be quite appealing. But that battery sled has to go somewhere.
I much prefer the blue to the pink.

It will soften for the production car of course - it will need rear lights and I doubt the brass handles will survive.
 
The physical concept car is nicer than the renders (which seems odd in the world of photo-realistic graphics) but it still leaves me cold. It can have 5 gazillion HP, do 0-200mph in 2 seconds, pull 500G around a corner and do 1000-miles on a single charge in 10 minutes, the whole shape and design is not something I can look at and go a bit wobbly-knees over. And that's fine, I wasn't going to buy one anyway, even before the silly video released a week or so ago.
 
“COPY NOTHING” seems to be their mantra. However, the cockpit looks like a Nissan GTR. The front looks a bit ‘squashed Rolls Royce’ and the rear pretty ‘F Type inspired’. The huge bonnet (in proportions only) is a bit e-type. Not sure how they can say they’ve ‘copied nothing’.
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they have basically turned into a high end handbag company

the concept car looks ok, but so what, we all know the real life car will be far removed from that, you can make anything look ok on concept artwork
 
mono-uk said:
... we all know the real life car will be far removed from that ...
Click to expand...

According to Harry Metcalfe the Jag boss said it's pretty close to the real thing.
 
scm said:
mono-uk said:
... we all know the real life car will be far removed from that ...
Click to expand...

According to Harry Metcalfe the Jag boss said it's pretty close to the real thing.
Click to expand...

Ooof...

This is a gamble that is NOT going to pay off.

I get the premise. They want to change the Jaguar brand from the BMW/Merc/Audi competitor to this superior higher level luxury brand. Not quite Rolls-Royce level, but somewhere in between, perhaps the Bentley level. Go for lower volume, higher margins. They tried competing with the Germans and it didn't really work out for them. As part of that they think they need to drop the old sad sack white male hetrosexual who just parks their Jag outside the country pub or golf club, and instead they want the clientele that will be parking it in Mayfair on Park Lane or outside Harrods. As mono said, they want it to be a designer item like a handbag rather than a car enthusiasts car. And sure, it'll appeal to a few "LOOK AT ME! LOOK AT ME!!!" types, much like the Cybertruck does. Ultimately though I am very confident they will sell less cars than Bentley, and even less than Rolls does per year, and considering that Rolls are a much higher price point that's worrying for the company as a whole. Combined with EV only rather than a mix of two or hybrid as well, this could be what finishes the brand off.
 
stefan9107 said:
I get the premise. They want to change the Jaguar brand from the BMW/Merc/Audi competitor to this superior higher level luxury brand. Not quite Rolls-Royce level, but somewhere in between, perhaps the Bentley level. Go for lower volume, higher margins. They tried competing with the Germans and it didn't really work out for them.
Click to expand...

So not quite BMW level, but competing against VW? :lol:
 
scm said:
stefan9107 said:
I get the premise. They want to change the Jaguar brand from the BMW/Merc/Audi competitor to this superior higher level luxury brand. Not quite Rolls-Royce level, but somewhere in between, perhaps the Bentley level. Go for lower volume, higher margins. They tried competing with the Germans and it didn't really work out for them.
Click to expand...

So not quite BMW level, but competing against VW? :lol:
Click to expand...

I'm not talking about them competing with the parent companies. I'm talking about them competing with the specific brands.
 
Exactly when did it become acceptable to say to your customers, "Hey, thanks for your loyalty and for buying our cars over many years, but you're no longer the people we want to sell to. Don't like it ? Well, we're proud to say out loud and very publically we don't care because you no longer have enough money for us. Toodle pip."

Showing such gross disloyalty isn't going to give potential new customers that warm fuzzy feeling of "Jaguar, now there's a car brand I can put my trust in." And they can add "betray spectacular" to "live exuberant" and "delete ordinary".

What they've done, publicly and with pride, is quite dispicable. I feel betrayed (rightly so) and for that I'm going to enjoy watching them "fold complete".
 
I read this morning that Glover has stated that fewer than 30% will be bothered by the drivetrain. That for me suggests this car is just a result of (poor) market research to identify a market to sell to rather than a car driven by heritage and passion.

It also reminds me of “the beast” if anyone remembers that? A home built Merlin V12 road car from the 70’s………but less interesting given that it will be an EV.
 
Pigsy said:
It also reminds me of “the beast” if anyone remembers that? A home built Merlin V12 road car from the 70’s………but less interesting given that it will be an EV.
Click to expand...

The Merlin engined Rover SD1 built by Cars & Car Conversions, a magazine I loved reading in my youth?
 
Jaguar are very smart. Most current owners, in particular Jaguar enthusiasts, are in the wrong demographic.

The cash cow for JRL from 2013 was the Evoque. At one point they couldn’t make them quick enough. Same happened with the new Defender. Purists hated it, but if my daughter’s school is anything to go by, very much desired by well-heeled, professional, families. You’d laugh at the ratio of them compared to other stuff they could’ve purchased.

Same folk, same designers, same marketing…
 
DaddyDarren said:
Jaguar are very smart. Most current owners, in particular Jaguar enthusiasts, are in the wrong demographic.

The cash cow for JRL from 2013 was the Evoque. At one point they couldn’t make them quick enough. Same happened with the new Defender. Purists hated it, but if my daughter’s school is anything to go by, very much desired by well-heeled, professional, families. You’d laugh at the ratio of them compared to other stuff they could’ve purchased.

Same folk, same designers, same marketing…
Click to expand...

Blasphemer !!!

(but you are right)
 
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?
 
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