Aibu to wonder if anyone actually liked the Jaguar rebrand?

[Annabella92]

Just that really. It's getting so much negative attention for committing 'brandocide" and alienating their core market. What was their aim?

Definitely won't appeal to the type of people that would buy a jag! Looks like a young clothing brand to me now.

It doesn’t make sense to me. Who do they think their target audience actually are?

It is a shit advert, trying to get the prize for worst advert of the year / ever.

They are trying to appeal to a new market, sadly a market that is a) very small b) doesn't have money for an EV Jag and c) if they did have the money would go for a Tesla.

Thinking it is a success because people are talking about it is missing the mark by miles.

When even The Guardian laughs at your “wokeness” you know you really have gone too far.

I loved it. I think theyMee trying to appeal to drivers who like to drive Teslas / MINIs ie people like me.

What was it that you loved about it?

@ShamblesRock I loved the colours, the music, the diversity. I don't often see dark skinned people like me in a car advert and it was cool. It actually got me interested in Jaguar which I have never been before.

I think it doesn’t matter if ‘some’ people liked it. Some people will enthuse over a fly ridden turd in an empty box. What matters is whether the jag buying demographic like it.

The panther branding is synonymous with sleek speed and British heritage and I think to ditch that USP is a colossal mistake.

I suppose there's no such thing as bad publicity, it's certainly got people talking.

Their sales are down, their target market of older middle aged men are choosing Audis and BMWs. They’re moving to electric and that requires a new demographic and therefore new brand.

And whilst I don’t love the new brand myself, rebrands that everyone likes from the off are usually a bit meh.

So I see the marketing sense in it, even if the execution isn’t for me.

I don't have any grand interest in it as I am absolutely not their taget market lol, but the new design doesn't seem to have staying power, it looks too on trend to be a distinct long term branding.

And I cannot abide incorrect mixture of capitals and lower case! That makes snything look cheap and poorly planned.

I dread to think what Inspector Morse would say 🤦‍♀️

Actually I don't think this is true. The whole point is to shift away from that target market, so alienating current Jag owners is kind of the point.

As to who their new market is seems a bit confused, and who knows whether it'll work. But
it's very funny reading all the old white men spitting feathers on LinkedIn about "heritage" and "Britishness".

Also, there are no cars to launch yet, so none exist to be in an advert. First concept will be in Dec, but nothing to buy until 2026. This is the start of a series of adverts that hopefully will clarify the target market.

Although, admittedly, JLR's marketing team have never been the strongest imo so who knows.

I quite liked it to. Use of colour and all that.

I am not a jaguar buying person though. Maybe if their electric offering is affordable, but I doubt they’re looking to move into t he ‘practical and affordable car you can use for all sorts’ market.

This was my first thought too

Does it appeal to the youth? I’m youngish and it looks a dated attempt to appear edgy to me.

Mind you, it didn’t piss me off or anything. Just didn’t grab me.

The panther branding...? Do you mean the jaguar?!

The new cars will start at £100k and average at £200k, so not quite 'affordable'!

The Brand Leader boasts that they have no fewer than fifteen DEI groups amongst the staff :’our people’. So presumably some of them must be enthusiastic about ?blokes? wearing tyres round their middles.

I like that they are calling the rebrand "copy nothing", while copying practically every "edgy" advert from the last 5 years.

And whilst I don’t love the new brand myself, rebrands that everyone likes from the off are usually a bit meh.

They've kind of managed to get everyone not liking it at all though.

When I think of Jags I think of old men in sports coats. It isn't an appealing brand for most people. I don't blame them for trying to rebrand and get away from the boring, stuffy image.

I haven't seen the ad or whatever it is though so don't know if their rebranding hit the mark or not.

Just to add I presume their market is global so outside of Britain does any actually care that they are a 'British heritage brand', I'm not British or in Britain and it means nothing to me that they are a British heritage brand.