Jaguar Rebrands

[aussiblue]

Now they claim it was a joke https://www.topgear.com/car-news/sat...ng-says-jaguar I don't believe them; I think they realised they stuffed up and are trying to back out of the mess they made.

[Wretched]

Originally Posted by aussiblue

Now they claim it was a joke https://www.topgear.com/car-news/sat...ng-says-jaguar I don't believe them; I think they realised they stuffed up and are trying to back out of the mess they made.

erm, that site is satire. It's a **** take.

[aussiblue]

erm, that site is satire. It's a **** take.

Yep sadly but so believable I missed that it was written by "Cory Spondent" .

[Trendseeker]

An article in today’s (UK) Telegraph quotes the boss of JLR indicating a price of £150,000 (~$300K AUD) for the new Jaguar.

The short version:

While JLR has previously said the cars would sell for more than £100,000, Mr Mardell suggested the figure may be closer to £150,000, or three times the price of the current F-Pace SUV.

The long version:

https://www.telegraph.co.uk/business...00-barbie-car/

Jaguar reveals price tag plans for controversial electric cars

The British marque will put its new range of vehicles on sale in 2026

Jaguar plans to spend £1.5bn on developing its controversial new all-electric vehicles, which have drawn comparisons to Barbie’s car and the FAB 1 from Thunderbirds.

Adrian Mardell, the boss of parent company Jaguar Land Rover, said the investment will be spread over the next five years as the company develops three new models, the first of which is scheduled to go on sale in 2026.

While JLR has previously said the cars would sell for more than £100,000, Mr Mardell suggested the figure may be closer to £150,000, or three times the price of the current F-Pace SUV.

The design concept for the Type 00 cars, which was launched last week in Miami, met with a mixed reception, prompting accusations that JLR is abandoning its heritage – together with loyal customers and dealers – in favour of a more progressive image.

The concept cars debuted in “Miami Pink and London Blue”, but attention focused on the pink model. It drew comparisons with the FAB 1 car driven by Lady Penelope in the Thunderbirds and the Barbie car. Others suggested that Jaguar be renamed Pink Panther in light of the overhaul.

The launch extended the controversy over Jaguar’s ongoing rebrand, which has seen it consciously shift away from its traditional market of older male drivers to appeal to a younger, more diverse customer. Critics have accused the company of going “woke”.

Mr Mardell said the Type 00, which discards Jaguar’s traditional curves for a slab-fronted look, will spearhead “a total reinvention” of the marque in terms of design, price and engine type.

JLR, which is owned by Tata Motors of India, is betting that by relaunching Jaguar it will be able to reposition the brand as a more upmarket proposition, just as it did with the Land Rover.

The classic Range Rover now sells for £125,000, or 30pc more than a decade ago, while average revenue per vehicle across the JLR lineup has jumped from £40,000 to £72,000.

Mr Mardell said Jaguar would need to sell about 30,000 of the new cars a year to break even at a price of £150,000, according to an interview he gave to The Sunday Times.

Jaguar sold only 67,000 vehicles in 2023-2024 at a far lower price point. Sales topped 180,000 before the pandemic.

Production is set to begin with a four-door grand tourer, followed by an SUV and a saloon car. Mr Mardell said that Jaguar had attracted 16,000 “expressions of interest” in the Type 00 following the Miami unveiling.

The brand has ceased production of most existing models as it focused attention on the relaunch. UK sales ended last month, other than a small number of electric I-Pace cars available to fleet buyers. Production of the F-Pace will continue for export markets until early next year.

Gerry McGovern, JLR’s chief creative officer, dismissed criticism that at five metres (16 feet) long the Type 00 will be too large, saying “Britain isn’t its biggest market” and that in the US and China “it won’t appear to be massive.”

[Syndrome]

[Sprintey]

one of the comments under the vid

"Very poor judgement from Jaguar. The thing they’re forgetting above anything else is that now is a crucial time not to delete heritage. Chinese vehicle manufacturers would be desperate to have history and heritage. It’s literally the last bastion of hope for long established motor vehicle manufacturers, and Jaguar have c0cked it up."

Their timing to release as they did is extraordinarily poor. The zeitgeist has been shifting and shifted properly after the Trump election. But he is right, what will make or break them is the customer experience with the car.

[Wretched]

Originally Posted by Sprintey

one of the comments under the vid

"Very poor judgement from Jaguar. The thing they’re forgetting above anything else is that now is a crucial time not to delete heritage. Chinese vehicle manufacturers would be desperate to have history and heritage. It’s literally the last bastion of hope for long established motor vehicle manufacturers, and Jaguar have c0cked it up."

Their timing to release as they did is extraordinarily poor. The zeitgeist has been shifting and shifted properly after the Trump election. But he is right, what will make or break them is the customer experience with the car.

Who says they are deleting their heritage?
How would you define their heritage? C, D and E types? That's quite a while ago.

Is the E-Type all that people think of Jaguar? The car that stopped being made about 50 years ago?
People scoffed at the XJS when it came out (after E-type) and had poor sales until its end of life. People have hated on Jag for just about every car they released (XJ, X type, S Type, XF, XE, etc). They have been stuck between a rock and a hard place forever.

Jaguar has been reinventing itself since its inception because it was always losing money. Their products (including the E-type) were average at best, until their recent range. But they weren't good enough, the Germans were always a step ahead and sales reflected that. Ironically, their best car was the E-Pace.

People can complain about their current strategy (funnily enough, the loudest critics were ones who never bought a brand new Jag, sounds familiar), but if they didn't do something drastic they were finished. So either this will bring them back from the dead or sink them. Either way, they had to do something.

[smoo]

Originally Posted by Wretched

Who says they are deleting their heritage?
How would you define their heritage? C, D and E types? That's quite a while ago.

Is the E-Type all that people think of Jaguar? The car that stopped being made about 50 years ago?
People scoffed at the XJS when it came out (after E-type) and had poor sales until its end of life. People have hated on Jag for just about every car they released (XJ, X type, S Type, XF, XE, etc). They have been stuck between a rock and a hard place forever.

Jaguar has been reinventing itself since its inception because it was always losing money. Their products (including the E-type) were average at best, until their recent range. But they weren't good enough, the Germans were always a step ahead and sales reflected that. Ironically, their best car was the E-Pace.

People can complain about their current strategy (funnily enough, the loudest critics were ones who never bought a brand new Jag, sounds familiar), but if they didn't do something drastic they were finished. So either this will bring them back from the dead or sink them. Either way, they had to do something.

So cater to ~1% of the population?
Previous examples of this drafted up in some ivory tower pushed under the guise of edgy advertising has proven it’s failure.
The vast majority of people don’t wanna see blokes with a mental illness parading around in a skirt. End of story.

[Wretched]

Originally Posted by smoo

So cater to ~1% of the population?
Previous examples of this drafted up in some ivory tower pushed under the guise of edgy advertising has proven it’s failure.
The vast majority of people don’t wanna see blokes with a mental illness parading around in a skirt. End of story.

Eh? English. We're talking about Jaguar here not what you do in your spare time.

When was your last brand new Jaguar purchase?

Who are the 1% of the population buying jags? I'd say it is a lot less than that.

[smoo]

Originally Posted by Wretched

Eh? English. We're talking about Jaguar here not what you do in your spare time.

When was your last brand new Jaguar purchase?

Who are the 1% of the population buying jags? I'd say it is a lot less than that.

Huh, so only those who’ve bought a new Jag can have an opinion on their latest advertising strategy??

A strategy that targets the trans community (because that has worked so well in the past) despite them not being buyers of luxury cars, an advertising campaign that focuses more on promoting ‘marginalised’ groups (trans, black women, obese black women) than the actual product they’re trying to sell.
Did that really need to be explained. That’s the whole point of this thread.

IDGAF, I’m simply commenting from the sideline, the brand is at risk of going extinct (along with a lot of other legacy makers) unless the Chinese come to save and resurrect it similar to MG.
It will probably be a memory by the end of the decade. This advertising campaign will be seen as the hill they died on.

[Sprintey]

I'd disagree with that Wretched. Jag, when releasing the XJ6, were lauded. The F-Pace release was a success, and it's a profitable model to this day. The 2008 XF was applauded, and the 2010 XJ reimagining is regarded as a good example of how to reinvent a beloved model for a new era. Dash is still gorgeous.

The thing is, we're in a new era now. The 'woke' era has passed and the links by marketing gurus in this very thread describe how launching the new car the way they did risks getting caught in a future they project from the now, rather than how things have changed, or the deep future. What plays to the younger generation is actually... heritage. Gen Z are looking back to visions of luxury from the 80's and 90's - as per that Porsche ad. Elegant technical goes deep future. Either of those is where you launch the new important cars.

Agree that they need to do something different. A repudiation of the mass market 'match the Germans' strategy was on the cards, going EV can offset some of the Range Rover petrol naughtiness, it's just they seem to have launched with yesterday's marketing. In the lines of the car itself, I do see XJS and so there's a glimmer of hope.

[Wretched]

Originally Posted by Smoo

Huh, so only those who’ve bought a new Jag can have an opinion on their latest advertising strategy??

A strategy that targets the trans community (because that has worked so well in the past) despite them not being buyers of luxury cars, an advertising campaign that focuses more on promoting ‘marginalised’ groups (trans, black women, obese black women) than the actual product they’re trying to sell.
Did that really need to be explained. That’s the whole point of this thread.

IDGAF, I’m simply commenting from the sideline, the brand is at risk of going extinct (along with a lot of other legacy makers) unless the Chinese come to save and resurrect it similar to MG.
It will probably be a memory by the end of the decade. This advertising campaign will be seen as the hill they died on.

I'm not the gatekeeper on people's opinions here.
But it was curious why you got your panties in a twist over this marketing campaign if you're not even their target market, nor have ever been. That was where my question arose.

The campaign is a effectively a reset from the crusty old generation who used to buy their cars (and are now dying off) and to look Millennials and Gen Z. Jaguar will target who they can so as long as they buy the product which is the end game here, make $$.

I know you "DGAF" about it but the point of it was to get people to start talking about Jaguar again and it worked like a charm.

I guess time will tell whether they made the right choice and I am sure the internet will be first in line to chant "haha" if they don't while watching Jaguar disappear into the abyss. But they have to do something, doing the same old thing didn't work, facts and figures show that.

Originally Posted by Sprintey

I'd disagree with that Wretched. Jag, when releasing the XJ6, were lauded. The F-Pace release was a success, and it's a profitable model to this day. The 2008 XF was applauded, and the 2010 XJ reimagining is regarded as a good example of how to reinvent a beloved model for a new era. Dash is still gorgeous.

F-Pace barely makes a profit and does so now because they charge for it. No one is buying their cars (F-pace made up 1/3 of their sales).
It is telling that BMW's M division alone sold more cars than the amount of Jags when they had their full range.

XF and 2010 XJ were OK cars, but again squarely beaten by their German counterparts and sales figures reflected it. Jaguar simply had no $$ for R&D. Their whole budget for the XJ was what Merc allocated for their S-Class suspension.

Their aluminum XJ was a decent car and right at the forefront (ala Audi A2), but again, no one bought them and they just can't keep losing $$.

[smoo]

Originally Posted by Wretched

I'm not the gatekeeper on people's opinions here.
But it was curious why you got your panties in a twist over this marketing campaign if you're not even their target market, nor have ever been. That was where my question arose.

The campaign is a effectively a reset from the crusty old generation who used to buy their cars (and are now dying off) and to look Millennials and Gen Z. Jaguar will target who they can so as long as they buy the product which is the end game here, make $$.

I know you "DGAF" about it but the point of it was to get people to start talking about Jaguar again and it worked like a charm.

Except there’s no panties getting twisted up, I’m not sure where that assumption is coming from.
Criticising, feeling embarrassed for and rolling the eyes at their latest advertising efforts doesn’t correlate to hurt feelings.
As mentioned elsewhere this marketing attempt would be like triple J using boomers wearing Trump or Israel clothing to try and drum up (their dwindling) audience. Nothing is stopping them, but it makes no sense, is completely tone deaf and they should prepare for some deserved backlash.

It’s no secret Jag traditional customer base is dead or close to it, and they indirectly highlight that in their ad.
Targeting the types they’ve featured and carrying out the wishes of Jaguars brand manager isn’t going to save them.
If this is the last attempt to save Jaguar they should have put it to death with some dignity before it got to this stage like you’d do to a suffering animal.

[Crazy Dazz]

Originally Posted by Sprintey

one of the comments under the vid

"Very poor judgement from Jaguar. The thing they’re forgetting above anything else is that now is a crucial time not to delete heritage. Chinese vehicle manufacturers would be desperate to have history and heritage. It’s literally the last bastion of hope for long established motor vehicle manufacturers, and Jaguar have c0cked it up."

Their timing to release as they did is extraordinarily poor. The zeitgeist has been shifting and shifted properly after the Trump election. But he is right, what will make or break them is the customer experience with the car.

GM decided that some of their brands, including Holden, were so worthless they weren't even worth flogging to some Chinese mob.

That's clearly the place Jaguar's owners have come to.

I don't follow the UK legislators too closely, but It's conceivable that Jaguar is correct in their assessment. If the Automotive world really is heading rapidly down this Progressive Politically-Correct Woke path, where every new car is some electric, emasculated, rainbow-hugging nonce-mobile, then they are correct. Motoring, as we know it, is dead. Jag, as we know it, is both meaningless and worthless. Moreover, the established heritage, will actually be a negative factor going forward. This new world is literally being shaped by those that despise the traditional automobile.
In which case, kudos to them for rolling the dice and trying to start something new.

And one thing we do know, is that there is a very valuable ****er market out there. We must understand that it is perfectly acceptable to live a completely vacuous selfish consumerist lifestyle, as long as you save the planet by using the correct bin and buying expensive sippy-cups. So it will be okay to be a complete ****er, and spend $300k on a new car, provided that car is electric.

I imagine the professional Soccer players are already queuing up to buy the new jag.

[Citroënbender]

What if they’re staking merchandise as their primary income stream? Can’t afford the car but dig its advertising? Buy the Jaguar branded eyeliner/clutch bag/singlet.

[Sprintey]

Originally Posted by Crazy Dazz

GM decided that some of their brands, including Holden, were so worthless they weren't even worth flogging to some Chinese mob.

That's clearly the place Jaguar's owners have come to.

I don't follow the UK legislators too closely, but It's conceivable that Jaguar is correct in their assessment. If the Automotive world really is heading rapidly down this Progressive Politically-Correct Woke path, where every new car is some electric, emasculated, rainbow-hugging nonce-mobile, then they are correct. Motoring, as we know it, is dead. Jag, as we know it, is both meaningless and worthless. Moreover, the established heritage, will actually be a negative factor going forward. This new world is literally being shaped by those that despise the traditional automobile.
In which case, kudos to them for rolling the dice and trying to start something new.

And one thing we do know, is that there is a very valuable ****er market out there. We must understand that it is perfectly acceptable to live a completely vacuous selfish consumerist lifestyle, as long as you save the planet by using the correct bin and buying expensive sippy-cups. So it will be okay to be a complete ****er, and spend $300k on a new car, provided that car is electric.

I imagine the professional Soccer players are already queuing up to buy the new jag.

Nup, peak woke has receded and the world is headed right. Trump election confirmed it, the wokey leaders are falling like flies at present as furious electorates dismember them (today its Trudeau). As of January 20 it's Drill Baby Drill in USA (whatever you think of that). Family values are back. Unapologetic Christianity is here. The Hemi will return to Mopars, toughness will return. I put good links in Franco's Thailux thread if you want to read further.

In this new world, Jag has mistimed it's marketing.

[Citroënbender]

It’s all part of the same quest to replace autonomous thought with marketed notions that people - battered into a state of short focus and insecurity - confuse with their own thoughts. Less independence makes marketing to the nth degree so much easier!

[Franco Cozzo]

Originally Posted by Citroënbender

What if they’re staking merchandise as their primary income stream? Can’t afford the car but dig its advertising? Buy the Jaguar branded eyeliner/clutch bag/singlet.

I reckon Jeep did this around the WK2 Grand Cherokee, they did a whole clothing line around heritage Jeep stuff.

I'm wearing one of their t-shirts under my work shirt right now