Hmm?
Media release
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Itâs all a bit strange, Iâm not sure about it.
Iâm sure I will be educated about it in the coming weeks 
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Looks like 2021 was the previous update. Theyâve been pushing pixels a little in the past 40 years for minimal changes.
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New mark seems wimpy as hell. I donât get any âestablishmentâ vibe, which is what I want if I drive some British car with a heritage! Its probably all electric.
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Can anyone think of another logo mixing upper and lower case letters? Weird.
I remember the first Ford Focus had a âfocusâ logomark, and I read it was to give the name a less serious, more fun, young feel. Maybe Jaguar wants younger buyers who donât care about graphic design?
Itâs not just the logo: â100% electric and around twice as expensive as current models.â Targeting the âindependently minded, younger, wealthier, urban audienceâ That makes for an interesting Venn diagram.
Meanwhile, over at Volvo:
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I was about to post the same thing. Are the âexuberant personaeâ artists, that I should know about? Anyone? Or just A.I generated placeholders for the time being?
While I do have stubborn, greying long hair and orange is my favourite color I do have a problem identifying myself with that rebrand.
There are different types of âweirdâ. For which I created the following picture to judge myself and my personal style:
When I am standing anonymously in the queue at the checkout of an Aldi supermarket I want the clerk to identifiy me as the successful artisan, that belongs into the hip electric car parked (correctly) on the non handicapped parking space away from the crowd.
I want to make sure not to be identified as the BMW or Porsche jerk parking right in front of the shop window. And all the same I do not want to identify as the failed art school teacher riding a fixi bike because I am âhipâ.
Well, this jaguar vid, thoughâŠreminded me of this very british line and artist:
⊠once ago, whe we was Jag.
Weird ad, shitty typography and odd creative asideâŠ.
How is this rebrand on trend? I get gen whatever doesnât care about cars. But have you seen prices of 80s/90s cars on bring a trailer? Y2K running shoes driving fashion?
If they didnât want to throw the baby out with the bath water why not make an EV e-Type? The copy pretty much writes itself. A EV XJS that wasnât haunted by electrical gremlins? Itâs not that hard.
Range Rover did it. Mini did it. It doesnât need to be a PT cruiser last is he of retro junk but didnât need to be a womens vibe brand either.
The logo is creative, but its one of those concepts that usually gets cut in the first round. Has Canva vibes.
Looks like this is trying to appeal to the Knightsbridge and Chelsea crowds. Postmodern, deconstructionist and queer. Quite limited in its targeting. There are subtle hints of 1984 and Mars, but other than that its just a rehash of woke (i.e. pedestrian and pastiche).
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Me too. But isnât that the point? People our age get marketing Medicare plans, dick pills or financial services. Products are for young people.
So no, I donât relate, but does it hit a cord with rich young people? I havenât clue. I can say Jaguar spend a lot of money on VOC to get to where they got. Will their sales targets get fulfilled? Only time will tell.
But do young people care about any cars?
I dunno. Range Rover is doing great. Incredible design. Brand relevance. Solid positioning and reclaimed all the quality issue reputations from the past.
I donât see why Jag couldnât be the car version of the RR SUV brand.
Old people (us) arenât that old that we arenât buying cars.
Young people canât afford a house. Are they buying cars at all?
All great questions. I canât answer them. I would hope Jaguar attempted to answer them with this new rollout.
And while I donât disagree with what you wrote about RR, is it providing the outcomes they want? Overall sales, new buyers, retained buyers, etc. Revenue, op income, etc.
In the US, and I certainly donât know if the US market matters to them, they peaked in 2019 with 95K cars sold. It fell off the covid cliff and while they are working themselves back from the 60K sold in 2022, they did 66K in 2023.
The point being I certainly donât know their metrics, not Jaguars. Maybe the young people who can afford a house is their target and will cover their number. Immediate backlash could hurt them as this campaign is definitely a pivot. Or, they hit their number. Again, time will tell.
100% true about the metrics. And my off the cuff comments are based on nothing but gut feeling and what I see in terms of RR popularity (thereâs tons around me).
That being said I donât think you can out-business gut instinct to make numbers magically happen. If the reaction was so bad to the branding, will people love the cars not to care?
People are saying brand doesnât matter to the critique. Ok, but then why try so hard to change it?
Does some hyper venn cross section of Creator style youth who like weird but also have money and care about cars exist? I dunno.
I feel like this is another product of a multi million dollar McKinsey PowerPoint report.
Copy nothing! lolâŠ
It feels like an ad by Jean-Paul Goude from the eighties.
It was 40 years ago!
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I feel like the mentality driving this ad or the vibe its appealing to just lost every election around the world. Maybe thatâs a good differentiator.
Recall speaking with a guy at a British car show about his old Jaguar and how it had vacuum tube electronics. Getting the car running was no small feat and involves tracking down the actual technicians who engineered or installed the system. Would be funny now for Jag to double-down on EV.
So, re-positioning the brand means, most likely, theyâre desperate for sales. Remember Ford took Jag retro pretty successfully but couldnât sustain it long term. I think Tata is referencing what GM did for Cadillac.
They committed the sacrilege of merely rebadging the Suburban and playing rock instead of classical on their TV ads. That was enough to stop old white guys from buying them and thus saving the brand from Oldsmobileâs fate.
GM has the same problem with Corvette but wasnât successful this time and will be spinning the brand off next yearâŠ
âI feel like this is another product of a multi million dollar McKinsey PowerPoint reportâ
All foreplay, no orgasm.
from AP news:
Glover said in the interview
âWe need to reestablish our brand and at a completely different price point, so we need to act differently,â
As part of the brandâs positioning, the newly announced Jags are expected to be significantly more upmarket than the ones that are being phased out, Car and Driver previously reported, citing a Range Rover from the brandâs corporate cousin that costs about $400,000 as where the brand wants to be. (Most 2024 Jaguar models have list prices of about $50,000 to $80,000.)
Haute Couture is an obvious parallel to drive aspiration to start with, but itâs going to take an avalanche of Marketing BS to get a 5X price point jump for a brand where owners might still be cutting thier own grass, itâs going to be interesting to watch and would become a business case study if successfull
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Higher price?
Thatâs surprising.
The branding looks like department store cosmetics and I thought this all about skewing for young people.
This makes even less sense.
Itâs rich people. But not people who know the history of the brand? Rich young people like YouTubers? lol
From the demographic Jag is trying to alienate.
