I can’t believe the how viral this thing went on Li. On my feed I had 5 consecutive posts about this, an ad, and then 3 more (at that point I close Li app). For several days now!
Anyway, on Dec 2 (new car reveal) I predict a fiasco of Solo Stove proportions. You know that Snoop Dogg giving up smoke ad that went viral and didnt generate any sales and the CMO got fired? Don’t remember? Well there you go…
The teased car does look kinda cool, has anyone used generative AI expand to create some visuals yet? In my mind Im picturing Ford Shelby GR1 concept crossed with Ioniq5 executed perfectly. But the rebrand virality has set the bar SO high everything will be a dissapointment.
“Your brand is what the market says it is” said someone once.
The ad was done as part of the concept launch at the Miami Art shindig in a week. How this translates to selling 3x more expensive Jaguar cars will be fun to watch. The middle part of the market is no place to stay especially if you aren’t the leader so they had to change something I guess.
“Rolls-Royce is a bit like the British private school system, which is it has abandoned its core audience … I don’t know anybody British who drives a RR”
speaking of Rolls, remember when Mercedes tried to launch a luxury brand? the $1M+ Maybach? they certainly wanted to take a bite of Rolls market, with a legacy brand plus ‘old money’ styling.
But it wasn’t a well-known name, and it really looked like a stretched S class, which is what it was.
Even with Mercedes brand cache, as an S class sub-brand they only get $240K now.
With better differentiation (advertising to a new audience and all electric, etc.) Jag might do a better job of repositioning.
Maybe Jag looked at how many clicks the “What is BMW doing?” threads and said, “Hey now, that’s what we need!” Just wait until we see how crappy the cars carrying the badge will look!
I agree with Richard though. So many UK car brands have been revitalized, Jag should try again with a similar strategy. I also view them a bit like Volvo in the 80s. Out of money and almost broke. Volvo didn’t toss out their brand, but leaned into and just concentrated on making better cars. Jag often seems lost. Not luxury enough to compete with Aston, but not cheap enough to be a bargain BMW, but too expensive to be a commodity car. Maybe moving some of the management out of the UK would help too. It seems like they keep doing stodgy e-type nostalgia that works with car fans, but doesn’t lead to sales. Maybe the French, Germans or even the Americans would find a fresh perspective that would sell.
I agree they were asleep at the switch,
2024 ave new car in N.America is just over $48K since the pandemic demise of the econo-box.
So Jag starting at 50 is hardly premium market anymore.
but in the “no PR is bad PR” school of thought, the add hit it out of the park
To be revealed at Miami Art Week on 2 December 2024, 20:00hrs (U.S. EST), including the debut of its Design Vision Concept.
I haven’t seen the vision concept, but I have seen the first of the new cars, so it will be interesting to see how close the concept is to the new vehicles.
great comment from gizmodo: “I would strongly appreciate it if EVs didn’t make the “Worldsim failed to load textures on low-poly vehicle model” aesthetic a trend.”
Bearing in mind that the leaked images are for a concept car rather than a production model I can see what Jag are doing here.
They’re aiming for retro the same way that Audi did with the TT. It doesn’t reference the e type but with art deco cues, oversize ‘grill’, and Miami launch you could argue it harks back to the Jags of the 30’s.
The point made in the Spectator video about Brits not driving Rollers anymore is pertinent. If they are going to triple the price point these will be out of the reach of most wealthy Brits. Any being driven in London will be owned by footballers or the Chinese students dropping £5M on a ‘student flat’ in Centrepoint. The styling leans towards these groups.
Some will demand that a Jaguar is draped in a Union Jack and launched at Goodwood. However there is currently a degree of toxicity about what it means to be British, so a more international approach is understandable.
In short we’ve seen some concept sketches and the production model will be a very watered down version of these if it bares any resemblance to them at all.
I agree with your last sentence and that these will be ‘meme’ cars if priced and styled the way this seems to be going. Maybe that’s what that market wants.
OK… first reaction to the “leaked” sketches: “What in the amateur photoshop tutorial is this? noway this is the climax?!”.
After seeing the model though, I think it’s really cool. Fresh and minimalistic. All form. Elegant mix of curves and geometry.
But I notice there are almost no partlines. Curious how the look will translate to production.
Questions is: would anyone care without the rebranding? Probably not.
All in all, I’m not too disappointed. Although I secretly hoped they would reveal they would stop producing cars and make scooters or segways or something.
Ultimately, this is just another status symbol for the rich. Next!
At what point will your group become involved with interior design and electronics? I didn’t notice if any novel cabin functions were also presented at the Miami event.
Already done, we are building the first prototypes.
Between now and launch is testing, parts coming off production tools and production line setup.
I have already moved off a 26 MY vehicle and started on a 29 MY
An approach to design and art direction that already looks so dated. Even in Dubai or Mumbai. This is truly odd coming from Jag.
Target is currently in hot water for this type of Trans/LGBTQ+ marketing. Share holders have filed suit in U.S. federal court. Link here. Although Jag is not targeting children here.
