[niranjanrvce]

What a heartbreaking automotive moment this is for me. I know Jaguar were floundering for years now and did not have competitive cars in the segment anymore - but that was their own doing. And this new 'reinvention' feels more like a final nail in the coffin than an actual resurrection. They have read the EV market trend wrong. And they have read the aspirational emotions of their target customers wrong.

I was lucky to get to see the X351 XJ for the first time when they launched it Cannes in 2009.


And it stirred emotions so strong, that I could never rest until I ended up owning a SC XF in 2014. Easily the most beautiful car I have ever had the pleasure of owning.


It was always a dream to go back to a Jag when their cars got a little more competent and it didn't feel like a compromise to buy one. But alas, never to be.

PS: Jag always made big launches at art shows and galleries. The current launch plan is nothing new. Launch events matter far lesser than actual brand identity.

[Mystic]

I wondered when AIRTEL changed to lowercase and now JAGUAR. I thought there must be a reason for this trend and it looks like there is a valid reason:

https://ux.stackexchange.com/questio...e-in-lowercase

[Precision]

I am surprised that Jaguar is getting more flak than what Audi got with their rebranded "Audi" EV product line that is launching in China.
Probably the brief given to the branding company by both Jaguar and Audi were "We want to retain our heritage and our brand shouldn't be mistaken for anything else. You have all the freedom in the world to get creative but you cant change anything other than the font and the font color."

[Oggy]

How Tata managed to turnaround Land Rover & how they simultaneously managed to absolutely decimate Jaguar remains a surprise to me.

There were constant updates and complete new generations to LR models whereas the XE (2016+), XF (2017+), XJ (2012+) all remained the exact same vehicle for a decade without ever receiving a new generation. Not sure what outcome they expected for the company.

The F-Type had potential with a relaunch as did the F-Pace, instead they brought in 4 cylinder options for the F-Type and hybrid systems, which customers realised and no one wanted a product long in the tooth.

Very sad to see another brand lost.

[extreme_torque]

I stumbled across this re-brand while doom-scrolling on X and immediately thought that it had to be some sort of a parody account. Naturally I had to investigate and saw just one tweet on the account, this one. My brain went "Yeah parody confirmed". But nope, turns out it is legit. What a way to kill a brand's legacy. Jaguar E-type must be crying engine oil tears somewhere.

P.S. Irrespective of your opinion about US elections, I hope wokeness receedes if not stops completely slowly but surely around the world. The system needed a reset.

[Flyingdutchman]

Originally Posted by Joe367

There is no such thing as negative publicity is what they say

Not necessarily. Remember the Bud Light fiasco?? Sales were down $1.4 billion in US alone last year. Company lost $27 Billion in valuation after that controversy. All it took was that one particular tiktok video.

Brands needs to understand that they should not forget their roots and core customers in the pursuit of DEI compatibility. This new Jaguar ad is a perfect example of that. Let's be honest here. Who are the core customers of Jaguar?? Atleast in US/UK/EU/AU, majority of them are Middle aged, upper class Caucasians. Certainly not the ones who were portrayed in above advertisement.

You cant please everyone and that's okay. You don't have to have a portfolio that's tailor-made for each and every demographic. You can certainly bring variety, new products but not at the expense of your core philosophy; because that's the reason you exist in the first place. There's a reason Ford F150 is still the best selling vehicle in North America. They understood their demographic very well and brought Raptor into the game. Let SJW do their own thing, be tolerant about it but don't change your own philosophy to a accommodate certain narrative.

[Turbanator]

My Son sent this, one of the better ones probably

[GS300]

I would like to offer a counter-view to this (after expressing my personal disgust at seeing this new identity)

There is a saying that “There is no such thing as bad publicity”.

This might be the highest media attention and mind-share that Jaguar enjoyed in a very long time.

And maybe, the next generation customers are more sensitive to diverse identities and inclusivity etc.

Who knows, this new identity complemented by a radically different styled EVs might help Jaguar to establish an entirely new space and differentiate itself from the Germans, who, I strongly feel, are in the midst of their own identity crisis.

[electric_eel]

Originally Posted by GS300

I would like to offer a counter-view to this (after expressing my personal disgust at seeing this new identity)

I do not think most care what the ideological position is of a given brand as long as they bring in sound products. Case in point, Tesla. It feels uneasy to even be on the same planet where its CEO lives yet (some of) their products are so far ahead that it would be stupid to get worked up on the antics of their CEO when deciding on the next car.

In any case the cost of jaguars are such that it is not even in the dreams of most of us, including me. So I do not know if there is going to be any difference to their fortune just because they went woke. Ultimately the product speaks like no other advertisement everything else is corporate noise.

No matter what they say in their ads or vision and mission statements, history tells us that big corporations are, fortunately or unfortunately, ideologically "flexible" and will align with the winds like a weathercock. Otherwise they will not survive.

[DRPSREDDY]

Originally Posted by Flyingdutchman

Brands needs to understand that they should not forget their roots and core customers in the pursuit of DEI compatibility. This new Jaguar ad is a perfect example of that. Let's be honest here. Who are the core customers of Jaguar?? Atleast in US/UK/EU/AU, majority of them are Middle aged, upper class Caucasians. Certainly not the ones who were portrayed in above advertisement.

Originally Posted by extreme_torque

I stumbled across this re-brand while doom-scrolling on X and immediately thought that it had to be some sort of a parody account. Naturally I had to investigate and saw just one tweet on the account, this one. My brain went "Yeah parody confirmed". But nope, turns out it is legit. What a way to kill a brand's legacy. Jaguar E-type must be crying engine oil tears somewhere.

Originally Posted by niranjanrvce

What a heartbreaking automotive moment this is for me. I know Jaguar were floundering for years now and did not have competitive cars in the segment anymore - but that was their own doing. And this new 'reinvention' feels more like a final nail in the coffin than an actual resurrection. They have read the EV market trend wrong. And they have read the aspirational emotions of their target customers wrong.

.......

PS: Jag always made big launches at art shows and galleries. The current launch plan is nothing new. Launch events matter far lesser than actual brand identity.

I beg to differ with the entire story. Just give another thought over the advertisement. It goes this way....

Ad starts with WOKE culture that has taken over the world today that is too flashy and cringy where people have lost their sense for the class.

Then another guys who spins around says erase all that nonsense and get back to reality. Then they all assembly on the rock and try to give a unified look. But the video goes back in reverse mode and says, reverse back into reality and they walk backwards.

Next scene zooms onto the rock they were sitting that screams we don't get carried away by the fake cultures and are focused as hard as the rock that is in the shape of a Jaguar sports car.

This can be inferred from Jaguar CCO (chief creative officer), Gerry McGovern that his team had “not been sniffing the white stuff” when they came up with it.

So, I feel their ad has been misunderstood as they carried away little longer with the WOKE people in the ad. Maybe in the coming ads will they shorten it and highlight the typical muscle power of the Jaguar cars.

[Prado]

Originally Posted by zeus18

> They released a new video on their x handle with a caption "copy nothing" : https://x.com/Jaguar/status/18588008...dK8ztvmzQ&s=19

I don't know what they intended by "copy nothing". Maybe they wanted to come out of copying PUMA but ended up being almost like JAQUAR!

[Elevate2024]

Originally Posted by GS300

There is a saying that “There is no such thing as bad publicity”.

I don't think this is true anymore. We have seen the trend with so many brands now especially in the western world "Go woke, go broke" and all of them had this in common, an advert which was cringe followed by sales and stock prices sliding downwards and a competitor taking advantage to launch their ad-campaign on opposite theme.
With Jaguar, they are already on the verge of being broke so not sure what more can they loose apart from the legacy and brand value but to continue follow a strategy which has proven to be costly to brands, not sure why these kind of media campaigns still continue. Looks like the campaign managers do not have any skin in the game, they pocket the contracts and leave the brand with repercussions of their 'creativity' and the next brand for some unthinkable reasons hire the failed campaign managers to doom them too.

[Stellantis]

Originally Posted by GS300

There is a saying that “There is no such thing as bad publicity”.

This is exactly what the head of marketing, who signed off on this commercial, would be trying to convince the board members, while his/her severance is being drafted by the HR.

[NiInJa]

I did a blind test with my wife on this yesterday. She has absolutely no idea about Jaguar as a car brand, no idea of its legacy or anything. I showed her the advert, and guess what, she liked it! Actually asked me 'Whats wrong with it?'

I guess that sums up what Jaguar is trying to do. They are going to attract people who have no idea about the old Jaguar as a brand. Too bad, they could have just come up with some other name and other logo. Why associate new branding with the past is something I'll never understand in this case.

As for me, I did not like what they did to Jaguar as a brand. I am all in for inclusivity, diversity, but in the quest of promoting inclusion, this new branding is explicitly trying to exclude the people who have lived and admired the original Jaguar era, which is sad.

[Sivacar]

How did Tata ever allow this "branding" exercise?

Your Question has the answer also, probably Ratan Tata did not allow it.