Jaguar Rebrands

[Captain Stubing]

The world is full of different people, which tends to make it an interesting place.
There is no F in the LGBTQIA acronym, lets not go down the homophobic road, thank you!

[HIPO]

Originally Posted by kypez

Guess that would make almost every tradie or building site "woke". Or Rugby weekend away... or...

Sent from my Pixel 8 using Tapatalk

https://www.foxnews.com/video/6364992251112

[kypez]

Originally Posted by HIPO

https://www.foxnews.com/video/6364992251112

Sorry, but I'd never admit to subscribing to FOX News in public. No more than I'd go to CNN for a balanced discussion.

Sent from my Pixel 8 using Tapatalk

[HIPO]

Thought that woke source would be appreciated by the majority here!

[russellw]

Let's just clarify that this has nought to do with the 'Woke' movement as such. Indeed, that movement in itself is almost 100 years old and was started to raise awareness of social and political issues and was concerned that some groups in society were treated less fairly than others. The term has been hijacked in recent times to label any 'progressive' values and while a lot of that so-called progress leaves me gritting my teeth at times, it's not the correct use of the term.

What Jaguar have done here is an attempt to reinvent a brand that has been sliding in recent years. Yes, the JLR figures grew by 20% this last 12 months (to 401k) but Jaguar contributed only a fraction of that.

Let's do a dive on the numbers.

In their biggest market (USA), Jaguar sales during the latter years of Ford ownership sales were already falling with the peak under Ford ownership of 30,424 in 2005 which dropped to 10,625 in the last year under Ford (2008). Sales then hovered between 10-13k p.a until they started to increase with more new models to peak at 39,886 in 2017, which is a great turnaround. Those numbers dropped by 10k in 2018 and 2019 then fell below 10k each year since although (ironically) the 2024 YTD sales to the end of September are already above the 2023 full year but still unlikely to top 10k.



It's no better in Europe. Sales rose from a low of just under 10k when Ford took over in 1989 to reach 30k by 1999 and peak at 59,674 in 2004 before dropping back below 30k in 2009 after the Ford sale and they got as low as 23k in 2012 before they improved every year from 2013-18 and peaked at 84,219 in 2018. Since 2020, they have fallen off the proverbial cliff and they only sold 18,766 in 2023.



Similar pattern for the Global sales. In 1989 they hovered around the 40k mark; reached a peak of 130k in 2002 under Ford ownership and had dropped to about 65k by the time Ford sold out. Again, the years 2013-18 saw strong sales growth from a low of 57k in 2012 to peak at 180,198 in 2018 and the drop has been just as significant since with 2023 only racking up 64,241 sales globally.



Part of that was some models reaching end of life and not being replaced but also the impact of stronger competition in the premium end of the market. Mind you, back in the 80's they would have dreamt of having 64k annual sales but the big fall from grace (2023 sales were 67% below the 2018 sales) meant they either had to accept being smaller or attempt a rebrand.

Yes, in historical terms it is sad. They have made some great cars over the journey. I've had short term ownership of three over the years (all from the BL era when they couldn't spell reliability); a V12 E-Type that I still have nightmares about working on and a pair of Series III V12 XJ sedans with Lucas EFI that were a great thing to drive and a horror show to keep running and frankly, even with only 6 pots (and two superchargers), an XJ220 from the early 90's would still find a home in the garage.

Who knows. This change to all electric may prove to be the smart move and we'll look stupid thinking otherwise.

[Franco Cozzo]

Looks like they took influence from a MK V Lincoln Continental, with a huge bonnet, a massive car, with no room inside it

Not sure if this is an optical illusion because of that camouflage thing they use but it looks like you could build four townhouses on that front quarter panel with how big it is - look where the A pillar is compared to the front of the bonnet.

Interesting move by Jaguar though, with everything thats happened in the world in the last week, all that everyone has been talking about on X is ragging on Jaguar.

Didn't have that on my bingo card thats for sure.

[Sprintey]

I reckon I can see the XJS in side profile.

Grandad had a most successful career and had a mustard yellow/black roof Series 1 XJ as his retirement car, updated to a blue Daimler Sovereign sometime in the early 80s. He'd always buy 3 years old despite being well able to afford new - canny! When we got to see him, Dad would ask permission to drive the Jag and get turned down, which I always thought was really funny. So Jaguar is aspirational for me, but to be honest sending that kind of cash to help the kids get a house is probably more important right now in Australia.

Thanks Russellw for those stats - when they hit the troughs it's often new owner stage, so let's hope Tata are understanding and have a long term view of the investment. Do those charts include UK sales?

[DFB FGXR6]

This video/podcast puts forward some less hysterical analysis out there from four people within the industry, not a bunch of outraged people on the internet who have never bought or considered a Jaguar, or even heard of the brand until this 30-second ad appeared.

[Syndrome]

Volvo's version

https://x.com/HuinGuillaume/status/1859472963323510995

[Sprintey]

Volvo ad is fantastic and emotionally draws in any person who has considered family. It's got a strong emotional appeal - to safety - something which is historically Volvo's strength. Superb.

[Trendseeker]

From the UK Daily Telegraph:

https://www.telegraph.co.uk/business...d-intolerance/

Jaguar boss says criticism of new advert is ‘vile hatred and intolerance’

Carmaker’s chief says company must move away from ‘traditional automotive stereotypes’ to succeed

The boss of Jaguar has defended the carmaker’s controversial rebrand and said criticism of its marketing campaign had featured “vile hatred and intolerance”.

Rawdon Glover, the managing director of Jaguar, said the campaign message had been lost in “a blaze of intolerance”, adding that the carmaker must move away from “traditional automotive stereotypes”.

It comes after Jaguar ditched its historic “growler” cat logo and released an advert featuring models with asymmetrical haircuts and dressed in brightly-coloured clothing. It also includes the phrases “break moulds” and “create exuberant”.

Mr Glover told the Financial Times: “We need to re-establish our brand and at a completely different price point so we need to act differently.

“If we play in the same way that everybody else does, we’ll just get drowned out. So we shouldn’t turn up like an auto brand.”

He said he had been disappointed by the “level of vile hatred and intolerance” aimed at those who featured in its advert.

The campaign, intended to promote Jaguar’s new electric vehicle, was met with widespread ridicule earlier this week after it published a 30-second video that did not feature a car.

Elon Musk, the Tesla boss, responded on X to the advert, asking: “Do you sell cars?”

The carmaker has chosen to stop selling its current petrol line-up, which includes the F-Pace, and instead swap out the models for a fully electric product selection, although these vehicles will not be on sale until 2026.

The company is expected to unveil its new electric GT at Miami Art Week next month.

A new teaser image of its vehicle, published on Friday, reveals what appears to be a turquoise door and rectangular gold door handle, featuring a new logo.



Sales of Jaguar cars, which are part of Indian conglomerate Tata, have been in freefall in recent years as it struggles to compete with new electric rivals and alternative premium marques.

Yet its new advertising drive has prompted claims it is neglecting its traditional customer base. Mr Glover said: “We don’t want to necessarily leave all of our customers behind. But we do need to attract a new customer base.”

Advertising experts have warned the campaign risks damaging Jaguar’s brand with potential buyers.

A page on Jaguar’s website describes a new logo for the brand as a “powerful celebration of modernism” and its new look as a “preview of the fearless approach to come from Jaguar”.

Paul Burke, an advertising copywriter, told The Telegraph this week: “As a piece of creative work it’s rubbish. It’s really cheaply done and there’s no idea in it. It will do enormous damage to a great brand.”

There is currently 5758 reader comments below the article, mostly negative from the sample I read. At least it’s better than being ignored.

[lra]

All this controversy reminds me of the Holden TV adverts when they stopped building Commodores.

Young bloke says that he doesn't want to drive a car like the one his father had.
A couple of metro-sexual men loading their dogs into a SUV.
Mum crowdsurfing at a pop concert, embarrassing her daughter, and driving home in a SUV.
Stealing a painting of NSW NRL Origin skipper, via a variety of SUVs.
Showing that an Arcadia is a good SUV to be seen getting out of.

End result to all this type of advertising was ?????
Describing new cars with meaningless word salads might be seen as arty, but is just BS which people can smell from a great distance.

[Franco Cozzo]

Its taking everything I can muster to behave here

[russellw]

Originally Posted by Sprintey

Thanks Russellw for those stats - when they hit the troughs it's often new owner stage, so let's hope Tata are understanding and have a long term view of the investment. Do those charts include UK sales?

Sadly, yes they do.

[HIPO]

How ever its labelled, they'll have to about turn from that crap!

[jpd80]

Jaguar has run out of ideas, its buyers ran out of patience years ago and now,
all that’s left is provocative advertising that’s simply click bait to get interest
from people who probably won’t buy one in any case….

Way to go destroying the brands name as you circle the drain.

[Fordman1]

Originally Posted by jpd80

Jaguar has run out of ideas, its buyers ran out of patience years ago and now,
all that’s left is provocative advertising that’s simply click bait to get interest
from people who probably won’t buy one in any case….

Way to go destroying the brands name as you circle the drain.

They are going down the drain, it’s sad but inevitable

[smoo]

Originally Posted by jpd80

Jaguar has run out of ideas, its buyers ran out of patience years ago and now,
all that’s left is provocative advertising that’s simply click bait to get interest
from people who probably won’t buy one in any case….

Way to go destroying the brands name as you circle the drain.

The irony behind their latest ad campaign.
Aimed at those who are living on the bones of their **** renting a one bed apartment or living in a shared house.
Urbanites who won’t have a drivers license.
With a useless degree that only earns 5 figures in a job market saturated with applicants who have no real work skills outside of that.
Wants to eat the rich, smash the patriarchy, decolonise the west and strike for climate.
The last people who’d buy a brand new luxury car.

[Fordman1]

The most hilarious video “out there” is the one of the idiot “driving this” in his “mesh top” at a launch of the rebranding, is he a refugee from the “village people” ?

[Citroënbender]

It’s Ziggy Stardust meets Soul Train and Star Trek, with splashes of Alexander McQueen and Vivienne Westwood.

Can’t somebody use the much-vaunted “AI” to mash it up with the aforementioned Volvo advert? Or just re-edit the ad to sequence it with a retro tune?

[Sprintey]

https://www.instagram.com/reel/DCrvvTIyyiI/

[Sprintey]

Originally Posted by Franco Cozzo

Its taking everything I can muster to behave here

Tell me about it, just seen it "rebranded" as the reveal of Mr Garrison's bike, but won't link that here...

[Sprintey]

Originally Posted by smoo

The irony behind their latest ad campaign.
Aimed at those who are living on the bones of their **** renting a one bed apartment or living in a shared house.
Urbanites who won’t have a drivers license.
With a useless degree that only earns 5 figures in a job market saturated with applicants who have no real work skills outside of that.
Wants to eat the rich, smash the patriarchy, decolonise the west and strike for climate.
The last people who’d buy a brand new luxury car.

I wonder... if you've seen the City of London wake up (and I mean the City, not the rest of it) at about 8:45 the quiet streets - no point in waking early - the quiet streets with gargoyles guarding their perimeter begin to thrum and it's Bentleys and lots of them parading into work... One of my dad's mates who was truly successful in RE took a helicopter...

Point is, many of these guys might be fund managers, who are required (Blackrock seems to decree it) to be DEI compliant and embrace it. They have cash to burn, and this kind of ad may not seem as abhorrent to them as the hoi polloi. It might look more like experimental performing art, which is attractive to some.

Bonus footage: some performance art:

https://www.youtube.com/watch?v=rVT8w9437-0

[smoo]

Originally Posted by Sprintey

I wonder... if you've seen the City of London wake up (and I mean the City, not the rest of it) at about 8:45 the quiet streets - no point in waking early - the quiet streets with gargoyles guarding their perimeter begin to thrum and it's Bentleys and lots of them parading into work... One of my dad's mates who was truly successful in RE took a helicopter...

Point is, many of these guys might be fund managers, who are required (Blackrock seems to decree it) to be DEI compliant and embrace it. They have cash to burn, and this kind of ad may not seem as abhorrent to them as the hoi polloi. It might look more like experimental performing art, which is attractive to some.

Bonus footage: some performance art:

https://www.youtube.com/watch?v=rVT8w9437-0

Yeah, but aren’t those pale stale males (and the odd middle eastern and Indian) some of Jaguars traditional customers, the new brand manager and tone deaf marketing department want to drift away from…

[Sprintey]

I know of my mates who are heading to senior management level, they are still relatively young, and I'm noticing them picking up more DEI speak in their regular conversation - it is required at work.

[Syndrome]

[Sprintey]

Here's a fast paced and very intelligent analysis of the rebrand so far:

https://www.youtube.com/watch?v=00hJ7sevsn4

He notes the Gen Z market is more strongly interested in heritage than any generation before it - can confirm in car taste amongst our Gen Z's and their mates, strong interest in past cars, 90's are gold at present, 70's are legendary/myth.

He also mentions marketing choices of going heritage or 'far future' and gives a fashion example at the end (looks technical and tasteful) - and the trap of getting caught 'mid future'.

[Interceptor]

Originally Posted by russellw

Let's just clarify that this has nought to do with the 'Woke' movement as such. Indeed, that movement in itself is almost 100 years old and was started to raise awareness of social and political issues and was concerned that some groups in society were treated less fairly than others. The term has been hijacked in recent times to label any 'progressive' values and while a lot of that so-called progress leaves me gritting my teeth at times, it's not the correct use of the term.

What Jaguar have done here is an attempt to reinvent a brand that has been sliding in recent years. Yes, the JLR figures grew by 20% this last 12 months (to 401k) but Jaguar contributed only a fraction of that.

I agree, its not about being woke, its a situation where the wokegeneration who have recieved a pretty ordinary education the the various universities has attempted to fix something they hardly understand, in a manner that wont work.
Maybe if they hadnt tried dictating to their customers what the customer should be buying, and instead paid attention to what their customers wanted, they'd be selljng more units.
Kinda like how Holden released the ZB Commodore, expecting performance hungry buyers to settle for an Astra, and replaced one platform, that when appropriately equipped, satisfied the needs of many buyers, from fleets, to families, revheads, executives & the wealthy.

[Franco Cozzo]

Originally Posted by Sprintey

Here's a fast paced and very intelligent analysis of the rebrand so far:

https://www.youtube.com/watch?v=00hJ7sevsn4

He notes the Gen Z market is more strongly interested in heritage than any generation before it - can confirm in car taste amongst our Gen Z's and their mates, strong interest in past cars, 90's are gold at present, 70's are legendary/myth.

He also mentions marketing choices of going heritage or 'far future' and gives a fashion example at the end (looks technical and tasteful) - and the trap of getting caught 'mid future'.

Gen Z have seem to become car enthusiasts - it skipped Millennials,

Can't believe it at TAFE, all the young blokes have JDM or modified VF Commodores, there's more guys with modified cars in the construction trades than automotive trades.

Could be the much better money on offer though for these guys,

[Citroënbender]

It’s just a trend, they’re copying each other. Where are the odd ones out; the jazz clarinettist, the freediver, the bromeliad hybridist?

Clearly the “Jagwah fashion” is catching on; scrub to 1:17 for a reporter rocking similar colours. https://www.youtube.com/watch?v=AzSVmGqamZg