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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 bandaid off and start with a clean sheet.
Brands like Cadillac show what happens when you try to continue without making radical change: they failed and had to start over. California is the biggest single market in the US and if car manufacturers choose to ignore the new rules, then they will lose out. Jaguar will go through lean times for a few years until markets, infrastructure and buyers catch up. Tata can afford to make this change and live through the catch up process.
Brands like Cadillac show what happens when you try to continue without making radical change: they failed and had to start over. California is the biggest single market in the US and if car manufacturers choose to ignore the new rules, then they will lose out. Jaguar will go through lean times for a few years until markets, infrastructure and buyers catch up. Tata can afford to make this change and live through the catch up process.
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 over we noticed at a distance a new white luxury Range Rover pointing in the same general direction. My friend recognized the car as belonging to a friend and mentioned that his son was probably planning on shooting some doves himself.
About midday we started heading back home when out in the middle of nowhere we ran into the Range Rover. We approached them and, indeed, a young guy and a friend were trying to get the car started. We tried to help to no avail. Apparently something electronic had gone wrong. So we ended up towing the very nice new Range Rover with an old rope behind the Toyota.
As far as I am concerned, I wouldn’t own a Jaguar or a Range Rover if they paid me. When in one of those cars I’m always anxious that it might break down at any time. I would not by any means buy one of those cars for my wife or daughter. They lost their way long ago, I see them as the most unreliable brands being sold. They are the new old FIAT, or LADA. I can relate many other stories about those cars leaving people I know stranded. I have a good friend, a lawyer, whose wife still makes fun of the beautiful brand new Jaguar he bought and spent three months at the dealer’s mechanics shop after two weeks of ownership. Etc.
I must say that the E-Type is one of the most beautiful cars ever built.
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. HaHa! There are so many aspects of the foolishness to everything being electric to save the planet that it would be funny if it weren't so sad. SO many things that aren't being thought through! For a start I'd like to see an intelligent believable comparison of how dirty a modern gas car is to an electric car that considers ALL aspects of building and operating an electric car along with all related issues that will be unavoidable if electric is the only option. I'm thinking that it's the U that should be capitalized. jag-U-ar.
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 regulation and most of the cars they sold were as long in the tooth as a woolly mammoth. Don't get me wrong, a couple of them still had charm but the decision to cancel the all electric XJ some years back meant there was nothing immediately in the pipeline.
Whether the new all electric future flies remains to be seen. The prototype at least has nice proportions, what it will look like - I guess we need to wait till December. I very much hope they manage to pull off a trick to resurrect what was in the meantime a moribund brand, sadly Jaguar didn't work under Tata ownership to the same extent as LR so far.
As for the branding, well. The Leaper apparently gets to stay, the Growler is out. And the new font, I guess in the eye of the beholder?
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 let's hope the next one leaps 
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 currently it becomes slightly irrelevant as it were.
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 IMO…
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 and to get you to start thinking about “new” Jaguar.
Since no one is buying Jaguars, and in reality sales were minuscule - a dribble from where they were in the 1960’s - they have a chance to create something fresh from a clean sheet of paper.
Since no one is buying Jaguars, and in reality sales were minuscule - a dribble from where they were in the 1960’s - they have a chance to create something fresh from a clean sheet of paper.
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-jaguar/
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-jaguar/
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