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?

Yes 🤦🏻‍♀️ … oh you knew what I meant! Panthers, jaguars - big cats…It’s a vibe.

Their responses to the ad on X are so weirdly passive aggressive.

John Prescott would have not appreciated the advert.

I loved it.

It’s very two years ago imo.

No, I didn’t get it at all. 🤷‍♀️

The logo was the face of a Jaguar, which replaced the Jaguar that used to be stuck on the bonnet.

What the hell has this new logo got to do with the brand? They've done away with history and a well known branding for what!

But have they even launched a new product? There seems to be little or nothing about actual cars - just more 'hey, look how trendy and modern we are now'. It's a bit weird and try hard.

I’ve owned jags. They’re ok but not a patch on Bentley. If I must buy an electric car I’d save myself some money and buy a Tesla.

They don’t seem to care that they are alienating their core base and appear too stupid to understand that liberals are excellent at spending other peoples money but don’t have any of their own.

Im surprised Tata are allowing this lunacy.

Aiming at a young avantgarde (rich) market rather than middle aged rich. Going for electric 'green' market.

I have enjoyed the reactions.

Here is aldi’s.

https://x.com/aldiuk/status/1859624646724775970?s=46

and specsavers

https://x.com/specsavers/status/1859274959572414495?s=46

I had a 1996 Jaguar XJ before my current (incredibly boring) Skoda. I ADORED that car. It cost me £2200 and needed nothing apart from consumables (eg: brake pads) in the entire 9 years and 110k miles I had it. I love Jags and have watched with dismay the recent shambles of the company. This feels like the last straw. From Grace, Pace and Space (in that order) to nothing that references a car at all.

Agree completely, but would say that Jags and Bentley do serve two adjacent but not equal customer segments. They've ruined it. The high point was in the late 1990s and early 20000s, as all the investment made by Ford made a massive difference to the quality and reliability. After that they chased the heritage market too much and couldn't match the price on a 3 series which made the XE a very rare sight on company car lists.

They are obviously looking to target a younger demographic but how many youngsters can afford a jag . It does have a stuffy image but I'm not sure this is the answer .

It looks like an old benneton advert

No, there aren't any products yet.

The first concept car will be launched in Dec. And then the first products in 2026. They've purposely stopped launching products for a while to create a gap between old and new brands. It's the start of a brand marketing campaign.

And they are keeping a cat logo, they're revamped that too. Tbh, I prefer the new leaping cat to the old one. I never really liked the growling cat face. It's in the BBC article here:

www.bbc.com/news/articles/cgr0pw00n7qo

At first glance I thought it was brand suicide, along the lines of what Bud Light did with the advert with Dylan Mulvaney.

However, a conversation I was having with my dad last weekend about cars has given me pause for thought. The kind of wealthy, older, white people who bought Jaguars in the past aren't the future of the car buying public. Some of the older white demographic have switched to EVs over the past 10 years or so, but many will hold onto their petrol or diesel cars until they stop driving and won't bother to buy or lease an expensive EV that requires them to learn and get comfortable with a new technology - they'll stick with what they know and like.

Jaguar is ditching production of all petrol and diesel cars and going 100% EV from 2026, so their customer base is likely to shift younger. And younger Britons are a more diverse group, thanks to mass immigration since the 1990s. Those younger buyers might well be put off by Jaguar's old image and old appeal, so maybe it's a smart move? I don't know, but I can see why they're trying to shake off their old image.

I guess it's got people talking but the ad seems to be advertising something budget and aimed at 20 somethings, I expected it to be own brand vodka.

Could work though if they are trying to target younger people, I always joke that I hate leopard print and can't own a jag until I'm at least 65 years old.

I like it 🤷‍♀️

We looked at a Jaguar a few years ago when we replaced our car, there was nothing distinctive enough about it to lift it above more reliable and better engineered cars in the same class so we passed and went for something else. I'll be interested to see what they come up with, they do need a USP, they've lost their way since their heyday.

Yup, I am definitely NOT the target market!

I bought my Jag when I was 27. Insurance was cheaper than a Ford Focus as the usual drivers were Lord Bufty-Tufterton etc so they don't get crashed too often.

Exactly what I said

I'm not sure that the USP is relevant.
The reality is that cars are so similar and the market is overcrowded there is rarely a USP anymore.

Time will tell if its a failure. Its a numbers game and that's all that counts