Classic cars forum & vehicle restoration.

[Rick]

Hmmmm

https://www.dailymail.co.uk/money/cars/article-14099755/Jaguar-ditches-teeth-baring-big-cat-badge-EV-rebrand-admits-wont-appeal-traditional-customers.html

RJ
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[ukdave2002]

I suppose its the lesser of 2 evils, Jaguar as far as saloon cars go has never managed to match its German competition, and in some circles got branded as "an old mans choice of car" neither of which it deserved, but for the former point selling vehicles is key to survival.

These days its EV range its competing with new(er) brands like Tesla and Hyundai, they will target a demographic that wouldn't know an E-Type from a Mk11, so in that respect more modern branding probably makes sense.

Most would rather see a rebranded Jaguar brand than non at all?

[Rootes75]

In a way keeping the EV range separate from the traditional sporting/luxury brand seems like a good thing...
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Various Rootes Vehicles.

[Ray White]

What I would like to know is why it has taken 800 people several years to come up with this:




.

[mikeC]

'There are a lot of people out there who have not got Jaguar on their shopping list. We have to persuade and convince them.' Whilst at the same time admitting they are going to alienate 85% of their existing customers!

Well, good luck with that marketing strategy...
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in the garage: 1938 Talbot Ten Airline
Recently departed: 1953 Lancia Appia, 1931 Austin Seven, 1967 Singer Chamois, 1914 Saxon, 1930 Morris Cowley, 1936 BSA Scout, 1958 Lancia Appia coupe, 1922 Star 11.9 ... the list goes on!

[Ray White]

[bjacko]

More fun driving a tram than an EV.!
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1938 Morris 8 Ser II Coupe Utility (Pickup)
1985 Rover SD1 VDP

[Rick]

[badhuis]

I am not a believer in re-branding.
Audi still use "Vorsprung durch Technik" which was already used by DKW (I read that somewhere last week). BMW. Mercedes and Toyota never radically changed their emblems and they have been pretty strong car makes over the years.

The new logo looks stupid to me but then again most modern logos do nothing for me. Jaguar should work on a unique selling point instead of throwing money to logo designers. Jaguar used to be stylish, fast, comfortable and value for money. Maybe only the "fast" will remain but that is a given for most EVs.
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a car stops being fun when it becomes an investment

[ukdave2002]

[mikeC]

Given that they have suspended car production until 2026, I suppose it is managing to keep the Jaguar name on people's lips!
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in the garage: 1938 Talbot Ten Airline
Recently departed: 1953 Lancia Appia, 1931 Austin Seven, 1967 Singer Chamois, 1914 Saxon, 1930 Morris Cowley, 1936 BSA Scout, 1958 Lancia Appia coupe, 1922 Star 11.9 ... the list goes on!

[Ray White]

Good work there Dave.

[petelang]

I really do think, along with many, many former and current Jaguar owners, that Jaguar seem to have some kind of kamikaze death wish.
Firstly, no company in their right mind suspends all production whilst designing a new model, starving its customers AND its dealerships.
Then they come up with all this Woke advertising nonsense and start talking in "Gen Z babble". They seem to have lost the plot completely.
Their concept seems to become a luxury brand, and get away from mass production cars. We'll they probably will achieve that because at those prices, producing EV's that few people want, or can afford will probably come true. But surely, they were a luxury car product before, albeit filling the guts with cheap crappy plastic bits from China, which tended to be the cause of most failures (door handles/ microswitches, plastic trim parts notably.
I'm convinced they'll not survive long and will need another revivalist like Egan to step in and save them from the looney management they have in charge now. Perhaps its falling into foreign hands that has compounded all this? Of course, we've all seen it before. When companies stop listening to customers, and think they know it all, only to find they've wrecked their credibility and get sold off for the assets and pass into oblivion!
Perhaps it's a hangover from Covid, a kind of corporate disease, because Ford have just announced something similar. Ford reckon they don't want to produce mass cars but concentrate on high end EV's too!
Has the automotive world gone completely raving insane?
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Daimler Fifteen 1934 (now sold)
Armstrong Siddeley 15 Long 1933
Daimler V8 250 1969

[Ray White]

A good friend of mine is pretty close to the Tata family. I will see if he can find out anything about what seems to be a suicidal mission.

Maybe there is a secret plan to move production to India?

It wouldn't surprise me if they did.

[Vintage Fly Guy]

I can't help but think that unless Jaguar can pull a drop-dead gorgeous and ground-breakingly desirable car out of the hat in response to the seemingly almost unanimous ridicule of their new marketing campaign, then I think they'll have probably found the quickest way ever to skin a cat!