Jaguar Rebrand - Your thoughts

[BrightonCorgi]

My family has owned Jaguar cars for 40+ years. I had been a fan of the "pipe and slippers" connotation of the marque. The last decade hasn't been so good for Jaguar. They tried going downstream with XE and dipped their toes with EV's. Neither panned out so well. They have been putting in significant testing into autonomous driving and they say their future is with Bentley competing EV's. They currently sell only one new model F Pace and are soon to release their new EV's at some point.

Now, they have released their new branding. What is your take? I don't see any of the models used as ones that would ever buy a Jaguar.  Maybe I am just old and out of touch? 

I still longing for a Vanden Plas with lots of chrome and wood.

[gormag38]

My first thought was resounding.....'eww'. 😆

Reminds me a dumb ass perfume commercial. Like in Zoolander.

[JY0]

Time will tell. Porsche is backtracking from it's EV plans, deciding to offer a carbon burner for the Taycan.

[99call]

5 hours ago, BrightonCorgi said:

Maybe I am just old and out of touch? 

55 to 65 years ago. Twiggy in her Dad's suit. Mick in his Nans nightdress, and David in...not sure. The hey day of Jaguar was much more curious and original than modern day.       

What's actually standout about this advert, it how lazily it's rehashed stuff from Vivienne Westwood, Grace Jones, Bowie, Jean Paul Gaultier. They say 'Copy Nothing"...they've copied everything. 

For what it's worth, the new badge is what I find most offensive...it's awful. 

[BrightonCorgi]

3 hours ago, 99call said:

For what it's worth, the new badge is what I find most offensive...it's awful. 

You and me both. I am not so fond of the leaper on back of the cars, but the growler must be maintained!

[99call]

3 hours ago, BrightonCorgi said:

but the growler must be maintained!

Haha...'Growler' means something rather rude in the UK...and yes it must be maintained!

[BrightonCorgi]

Half of the models in these ads there could be a Vegas line on their gender. It's not working for me.

If Jaguar wants to be an aspirational brand, there is nothing those ads I want to aspire to.

[99call]

3 hours ago, BrightonCorgi said:

Half of the models in these ads there could be a Vegas line on their gender. It's not working for me.

If Jaguar wants to be an aspirational brand, there is nothing those ads I want to aspire to.

I don't think this ad is intended for you, but frankly and without wanting to offend, it could be intended to get reposted by someone like you. Any publicity is good publicity, and maybe it's just intended, like everything (sadly) these days...to get hits, get arguments generated, and get everywhere. Who knows?

[BrightonCorgi]

3 hours ago, 99call said:

I don't think this ad is intended for you, but frankly and without wanting to offend, it could be intended to get reposted by someone like you. Any publicity is good publicity, and maybe it's just intended, like everything (sadly) these days...to get hits, get arguments generated, and get everywhere. Who knows?

Each new model will have its own pronouns.

[99call]

2 hours ago, BrightonCorgi said:

Each new model will have its own pronouns.

Hate to break it to you but large ship's have been "she's" for generations...you must be livid. 

[BrightonCorgi]

2 hours ago, 99call said:

Hate to break it to you but large ship's have been "she's" for generations...you must be livid. 

Jaguar is going beyond he or she. Like using something from wingdings.

[foursite12]

Quirkiness and challenging stereotypes seem the antithesis of Jaguar; a re-branding indeed. Still, I don't feel boldness here; instead, faint odors of desperation and empty mimicry linger. Marketing is a dark science but at some point one would think that a photo of a Jaguar on the road would be part of the campaign. Or would that violate UK truth-in-advertising law?

[BrightonCorgi]

To put it into its full context, here is the official video promo

 

[riderpride]

Must be getting old, I remember when companies would actually advertise a product. If I didn't know what Jaguar did, I certainly wouldn't after watching that.

It just looks short-sighted and desperate for attention. It makes as much sense as a conversation with Brick.

[CaptainQuintero]

  Judging from their sales I'm guessing it's getting into "last throw of the dice" territory and they felt like this is their best shot to go in a completely new direction. 

  It might have worked better if they had a new fleet of cars to launch at the same time. It will be interesting to see what they actually do with designs on their new cars, if it's same old same old then it feels like a swing and a miss.

[Chibearsv]

Does Jaguar also provide the broomstick to shove up your ass when you buy one of their cars now?  It looks like that must be standard equipment for that bunch. They don't look like the least bit of fun to hang out with.

[VeguerosMAN]

The entire marketing team should be gone for releasing that nasty full woke ads. Jaguar is the first legacy auto that will become BLOCKBUSTER imo.

[Domsday]

Last Jag I owned was a 2008 XK, fabulous car, only sold it 3 yrs ago. Am really not a fan of the new logo!


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[BrightonCorgi]

10 minutes ago, Domsday said:

Last Jag I owned was a 2008 XK, fabulous car, only sold it 3 yrs ago. Am really not a fan of the new logo! 

I had a 2007 XK.

The new XJ is supposed to be really something.  I am amazed how well they've done keeping it under wraps.  I don't like their idea of competing against Bentley.  What if you don't have "new Bentley budget"?  Does that mean there's nothing made in UK for you?  Nothing to compete against the S Class or 7 Series?   

[GVan]

No car in the commercial????  Wow, I don't get it either.  If you're going with the young, hip vibe show me a car that lends itself to that genre. The only thing that gets you to pay a premium for a car is its style, fun to drive performance, comfort, reliability, brand recognition, and finally a personal value judgment that the car represents your tastes.  I'm not sure what "taste" the above commercial is trying to sell.

[PirelliCndms]

This whole thing just reeks of cringe. Bad take on the new logo, wrong customer base. Subaru owners don't buy jags.

[GP012]

The design of the capital G and U bother me when compared to the lower case j, a, a, & r letters. The G & U design is an obvious miss when they were trying to achieve a palindrome effect on the wordmark.

Although, the U could go both ways (upper or lower case) so what they did there... I see it.

[El Presidente]

...Nice review of the ad 

[westg]

9 hours ago, 99call said:

55 to 65 years ago. Twiggy in her Dad's suit. Mick in his Nans nightdress, and David in...not sure. The hey day of Jaguar was much more curious and original than modern day.       

What's actually standout about this advert, it how lazily it's rehashed stuff from Vivienne Westwood, Grace Jones, Bowie, Jean Paul Gaultier. They say 'Copy Nothing"...they've copied everything. 

For what it's worth, the new badge is what I find most offensive...it's awful. 

Bloody awful.  Looks as though it's fallen off a bag or belongs on the top of a pair of woman's shoes. What is with all this unoriginal advertising 🤔 

 

[Li Bai]

8 hours ago, El Presidente said:

...Nice review of the ad 

Ouch, she took no prisoners 🤣🤣😂

It's sad to see (not the review, the ad).