Thought this might be appropriate here as well. Jaguar is reinventing itself. https://www.ferrarichat.com/forum/posts/149901264/ Image Unavailable, Please Login
More EVs for markets that are not ready to actually purchase all of them. How many Product Development groups, especially in the US, are now having to come up with long term ICE programs?
I've just finished reading about it here; what a steaming mess. Is this what happens when Tata & Chery get together to re-brand a British icon and hires a firm in Milano to do the concept. The graphics look like a promo for an Indian religious frestival... jqGuqr is now "Dead Brand Walking" https://cardealermagazine.co.uk/publish/hallucinogenic-sci-fi-movie-inside-the-rather-bizarre-relaunch-of-jaguar/310077
They say that imitation is the most sincere type of flattery! Image Unavailable, Please Login Image Unavailable, Please Login
"...presenters were only allowed to speak in marketing babble." Is this another case of all sizzle and no actual meat? What ever happened to the product talks for itself? How short of duration will these people have at Jaguar? Can Jaguar be revived after this experiment fails? This all sounds like a school project instead of a real business. It just reminded me of the Cadillac thing in NYC with their own aroma. That didn't last long either.
I was just turning up to post that. What the heck is going on with that rear grill? It looks like an industrial HVAC unit's air return grate. All the best, Andrew.
Can't wait to read Peter D's Extremist reaction to this once his blood preasure drops to triple digits...
Did you see this week's commentary ? Editor's Note: From the "Totally Off The Rails" Department, we have Jaguar, which announced this week a "reimagining" for the brand in a press release that sets new standards for unmitigated ********. "A new era begins today for Jaguar," according to the PR minions. "A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons. Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity." But wait, there's more. "This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience," says Jaguar Chief Creative Officer Professor Gerry McGovern, OBE. "We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community." The full public display of pretentiousness will take place on December 2 at Miami Art Week, at which time Jaguar will present “Copy Nothing,” the first global public installation for its new brand that will include "the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept," the press release promises. "Jaguar’s presence in Miami will establish its advocacy for artistic expression, in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground‑breaking emerging artists who share its ethos of Copy Nothing." Wow. Just Wow. You can watch the 30-second promo video here - but don't say you weren't warned. -WG Editor-In-Chief's Note: The video is abhorrent in every respect. What an insult to a once-glorious brand. The so-called leaders of the Jaguar brand are hell-bent on leading it to The Pantheon of Embarrassing Irrelevance by blowing up any connection to its past, which is inexcusable and unforgivable. -PMD
I think the Cybertruck proved bad design is okay. Im actually really interested in seeing if this is Jags attempt at a Cybertruck. Something so bad its cool.
I was test driving a Range Rover at a Jaguar / Land Rover dealer yesterday and I asked the salesman about it. He replied: "Oh. Yes... we're all very concerned." And he wouldn't elaborate beyond that. It sounds like the biggest Jaguar dealer in North Alabama doesn't think their clientele are going to like what's coming. All the best, Andrew.
The old Jag is dead regardless. The market for what the traditional cars is dying/dead. They have to reinvent themselves. Im not saying THIS is the right direction, but trying to appeal to a dying market demo isnt going to work.
I've been considering /rethinking the Jag rebrand and you're correct. Their customer base is no longer in existence and they need to do something that will resonate with a different audience. To me it will be dependent on what the car looks like. No more no less. The ads are just to garner attention, and they were successful at doing that. Now everyone is talking about the brand. If the product/car doesn't measure up to the hype however..........they're toast.
Good question. It's a tough assignment. But in the end it's all about the product. No amount of words or explanations will do. Just like it's the economy stupid.........it's the product stupid. They need to reinvent the whole brand from the form vocabulary to the segment they want to exist in. First question you ask yourself is "why does it exist?" "what do we offer that no one else has?" What makes a Jag a Jag? Does their past matter to those not even born when the brand meant something? many questions. Few answers. We'll find out early December. Cadillac had the same kind of identity crises in the late '90's early '00's. It bore the Art & Science design philosophy. Jag Design is led by Chief Creative Officer, Gerry McGovern who helped reinvent Land Rover over the last decade. Jaguar will be his ultimate test.
I think so. Unless establishing a completely new brand with a new culture, I think history is a very important part of choosing one established brand over another. All the best, Andrew.
With the hype machine they are using it makes me question who they think they are chasing as the target market. Young vacuous fashion models? LBGTQ+ crowd? It does make sense that they need to find a target market that does not already have one foot in the grave. But, does it make any sense to head for the fringes to find your target? For me if I had to describe some Jaguar products attributes: a sense of upper class Britishness, a sense of good taste & style, the opposite of antiseptic environment, sportiness in effect and handling dynamics. Put another way, a down market Bentley.
Let me rephrase the question. Who would the target demographic be for the reborn brand? because that precedes design, yes? I see a stronger argument for going after 'young tech' like the Tesla/Rivian market than going after enthusiasts. I can see trying to make it the alternative to Tesla. Again, not saying its easy or they will succeed. But I think theres room there.
Going after 'enthusiasts' is a fools errand. They're all aging and will stop buying cars sooner than later. So the target would be better aimed at a younger demographic. How much younger? In China 30-40 yr olds are the lux target market. Not sure many of the 'enthusiasts' understand that reality. The big question however is what attracts that young cohort? Now that is an important question. But yes, determining who is the first step. Appealing to the former demographic won't work IMO. Cadillac spent years trying to figure out the 'secret sauce' Focusing on Western design sensibilities may be a false direction. I'd like to hear what young Chinese think about Lux cars and Luxury in general. It might surprise me. Then again maybe it wouldn't. Is Luxury universal? Is it region specific? Certainly Easterners are enamored with Western Luxury goods, but that may be because of the brand recognition. Ferrari vs McLaren? Gucci vs ? Knee jerk solutions won't cut it. But I would argue that the right product execution just might trump everything. Does it stop me in my tracks? Is that even possible anymore in an overcrowded oversaturated market? Does anyone even care any more? Cybertruck anyone? If I 'gotta' have it, then who cares what brand it is?
