Tim_M
1457
I have no problem with these decisions individually
It would be fine to go all-electric if Jaguar had proved any competence with the technology previously. This is what Tesla, Rivian, and Lucid did without any prior experience building cars.
If would be find to go (way) upmarket if Jaguar had a history of building Rolls and Bentley-level luxury machines.
It would be fine to take a gap year or two if Jaguar had a recent record of extraordinary product development ability and recent successful new model launches.
It would be fine to re-brand the company with a different logo. Because frankly, who cares? This is easy to revert if it falls flat.
The problem is that Jaguar has no experience building its own EVs (Magna built the iPace), much less any with leading-edge tech. And Jaguar had no history of selling cars that minimally rival Maybach and maximally Rolls Royce. The development money, clientele, and products in this sector exist elsewhere in each case. And Jaguar hasn't launched any new products in half a decade, so this more than gap year from a development standpoint. Finally, the logo re-branding seems easy to get right, and yet they got it wrong. Even Cadillac periodically updates its crest with little controversy and no damage done. Jag threw some great iconography out the window in exchange for something that looks like a wellness-scam celebrity cosmetics brand. Was Gwyneth Paltrow involved in this?
I'm open minded and a huge Jag fan. I want them to succeed. I want Jaguar to survive. I like EVs and would consider one from Jag. I even liked the iPace. But this is too much change too quickly from people with a bad recent track record. Part of me wishes they'd just become a center of excellence for parts, service, and preservation of past products - recent included - with occasional classic re-editions like the E-Type lightweight and wild Singer-like restomod offers for current owners.
Best,
Tim
Jaguar, what have you done …
Jaguar has stopped producing and selling any new cars until 2025 and is reinventing itself as an EV-only brand. They have revealed a new logo as well as additional elements that will make up its new corporate identity. What exactly was wrong with the orig...
Just an opinion, but I feel any car
maunfacturer that goes in 100% all electric vehicles may live to regret it. Maybe I am wrong but I don't think the infrastructure, or demand is there to support it. I guess if all makers go 100% electric consumers and muncipalities will have no choice but...
As California is going to require that by 2035 all new cars sold be electric, I was thinking that many brands will be strongly prioritizing EV production.
I don’t know what other states, if any, plan to do the same, but as you suggested I wondered whether the infrastructure will be there (at least for CA). And this is just the US. Jaguar’s decision is indeed bold, but the world will be drastically different...
I have read that multi level
parking garages need to be taken into consideration also. Many that were built previously probably can not support the weight of the electric vehicles.
Oh wow, that is very interesting. I never would’ve imagined that to be an issue in the least.
It will be revealing times.
That would surprise me…
As they manage to support ICE powered SUVs, which are similar in weight 🤔
Also, parking garages weren’t designed to be gas stations
with people waiting in line for chargers, blocking spaces, fighting over available chargers…
Even as an environmentalist
Who works in clean tech, I have severe doubts that will actually happen. Infrastructure and supply is just not there. And California has built itself into a corner - it is so car dependant that the automakers have all the power in this game of chicken. In...
...plus, Jaguar is a touring car (traditionally), not an urban compact, so it might be awhile before EV infrastructure catches up (at least here in the U.S.)
I live in Southern California, which has a lot of EV drivers, but taking a recent road trip to Palm Springs in my sons EV was sketchy to say the least.
They will for sure…
There are countries which will no longer accept the registration of new ICE powered vehicles. You might not know but the first in the world doing that is Ethiopia 😉 Norway is following. It’s inevitable in the meantime 😊🤷🏻♂️
Agree with your thoughts.
It will requires a lot of time before everyone is comfortable or convinced with EVs unless its forced on us but for now i don’t think fully electric cars isn’t the way to go for now .
It’s such a shame …
To see this proud car manufacturer becoming a legacy brand fighting for survival.
But they had little choice…
In ICE times the brand was heavily loss making, so something needed to be done. The in-house engines were anything but a success and with the very low sales and production numbers they never generated the surplus to launch new generations in a timely mann...
beyond the EV debate
their marketing campaign is very odd and targets the opposite of their traditional clients. Not sure who will be wowed by this...
It is a great shame …
I just hope we are proved wrong and Jaguar provides is with a world beating car that we all want to own.
New Jaguar.
Other car companies have gone through the same transformational process in the past. Jaguar “Prince of Darkness” still lingers despite being a reputation from 50 years ago. If you want buyers and influencers to see you differently you have to rip the band...
Make it triple!
Let's see what they come up with, but they haven't had anything genuinely compelling for roughly a decade. I understand it was long overdue for a re-imagination, but this looks and feels inane and pretentious to say the least........
When you lose the way…
Some years ago I was in Ecuador shooting doves. I was with an old Ecuadorian friend who had a SR5 Toyota destined only for the purpose of hunting. One good day, at sunrise, we got on a dirt road to reach the place where the doves were flying. On the way o...
I have a friend who is a mechanic at a Jaguar/Land Rover dealership and he recently told me they are total garbage. Cars come in all the time with a new never seen problem or one
that is common and when mechanics contact headquarters for solutions they say we don't have one. If you come up with one please let us know how to fix it. Often it's related to electronics. Fortunately electric vehicles don't have much electronics in them...
Difficult to say...
There shall be more news in the beginning of December, so let's see. As for not selling any product for the next months, it's probably more necessity than some marketing flourish. They had little product left that was fully compliant with the latest EU re...
It’s going to be very interesting …
I really hope they succeed and thrive. Just give us something truly sensual !
I hope so, too!
The i-Pace showed that Jaguar is good for a surprise. OK, it aged quickly (the 400 volt skateboard was advanced compared to European competition at the time but not compared to electric car companies) but demonstrated that there's life in the cat yet. So ...
I can’t think of a better way to ruin a brand
Not that I care which way a company decides to move. But knowing people with jags and being around them when I had my land rovers, this woke DEI initiative branding is 100% alienating to their clientele. I guess for a company that isn’t making any cars cu...
Exactly….
Marketing is so interesting ie. Woke people that ditched Tesla. Technology didn’t change …only Musk. When you rebrand like jag you have to be prepared to loose customers…the question is can you survive that? The should have gone the Porsche Taycan route I...
Disruptor
Companies with deep histories will go through a cycle of creating brand disruption to force people to rethink the brand. Nothing you have seen from logo to camouflaged car is likely to be final. This is an exercise to stop you thinking about “old” Jaguar ...
My Jag-loving friends and I say RIP it’s dead
This video BS is just the knife in its back to stop the squirming, and to drive away any vestige of the old guard. Having spent a fair amount of time at Brown’s Lane and environs it’s doubly sad to me. https://www.caranddriver.com/news/a62716329/future-of...
Hi Mike …
Thanks for giving us your thoughts on Jaguar. I was with a senior engineer last week who has just left Jaguar after a long career with the company. His opinion was very interesting and focused on poor management.
If this is the route they are going they should just save themselves the money and close the company.
I saw some ridiculous ad for them recently with no cars and just some androgynous models. Why wait for the inevitable just close shop before the firesale. Hopefully that doesn't trickle over to Land Rover.
Oh WoW! that is a beauty, have you seen this blue XK180?
this Jaguar XJS by TWR would knock anyone's socks off loool
I was offered a burgundy XJR - John Haynes' personal car - it was lovely
It was an early model with almost no miles, the Haynes crew had taken the 6-cyl engine apart and put it back together (head gasket), I already had about 8 cars, and I just couldn't convince myself I needed another one.
Burgundy is such a nice color, I thought XJRs were V8s
Such a nice XJR 100 from BAT I love this interior and the wood Supercharged V8 Source: Bring a Trailer https://bringatrailer.com/listing/2002-jaguar-xjr-100-3/ ...
Early XJR were straight 6
Here you go... it was this color and these wheels This engine Here's John Haynes at his museum (he had a thing about red cars). I worked with his company off and on, for various projects, over a period of 20 years. but not just red cars! ...
Thank You Sir, never knew...
always thought they were V8s, the X306 V6 Supercharged, nice looking engine
The end is in sight 😔
It reminds me of my experience in purchasing a Burberry trench coat for my daughter in 2017. We asked if we could have her initials monogrammed on the inside flap - useful when retrieving from a cloakroom with 20 other navy trench coats. We were informed ...
The promo video totally lost me😂
The transition to full EV is a gamble. This reinventing and rebranding exercise has at a stroke killed off the Jaguar heritage. Tata is rebooting history and the new “jaGuar” will have its place in the auto history with the likes of Tesla, Lucid, etc. Jus...
Jaguar used to be our family cars in the late 90’s.
When my dad broke up with his third wife (God bless him) her XJS needed to be driven and I was the beneficiary. It was a total win all around for the family! It was a great car - design, handling and engine. My dad drove a black Vandem Plas at the time, w...
Now I have seen the video, too 😊
Not exactly what I would have chosen but I guess the bait needs to be tasty to the fish, not the fisherman 😉 Now quite who that identified fish is I cannot say in this case. I have never bought a car on the basis of advertisements so it will be on the car...
In defense of Jaguar, they never could figure out the whole quality / dependability thing with gas cars
Best for them to quit on gas burners and try something else ;-)
Don’t agree
At the beginning of the millenary they were making the most reliable cars. My 2005 XJ6 is still very reliable. I use it for work.
I have no problem with these decisions individually
It would be fine to go all-electric if Jaguar had proved any competence with the technology previously. This is what Tesla, Rivian, and Lucid did without any prior experience building cars. If would be find to go (way) upmarket if Jaguar had a history of ...