Jaguar’s “Bold” Rebranding. What Do You Think?
Kex
Posts: 5,196
Iconic English car brand, Jaguar, now part of Tata Motors India 🇮🇳, is rebranding.
They describe this as the beginning of a bold new era, where they will “copy nothing” and “delete ordinary”.
The first new car, a four door GT EV, is expected to be unveiled during Miami Art Week on December 2.
New Monogram Logo:
New Strikethrough Logo:
New “Maker’s Mark” — to be added to finished cars.
Brand Launch Teaser Video
https://youtu.be/HMnYpL0GQfA?si=ngsXHGJqbkwSwWOZ
They describe this as the beginning of a bold new era, where they will “copy nothing” and “delete ordinary”.
The first new car, a four door GT EV, is expected to be unveiled during Miami Art Week on December 2.
New Monogram Logo:
New Strikethrough Logo:
New “Maker’s Mark” — to be added to finished cars.
Brand Launch Teaser Video
https://youtu.be/HMnYpL0GQfA?si=ngsXHGJqbkwSwWOZAlea jacta est!
Comments
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I would be okay with all of the . . . . participants in that video to cease existing.
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They aren’t showing any twead caps or leather jodhpurs!
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Major rebranding and/or changing logos significantly is a waste of resources, imho, and can alienate or annoy brand loyalists. Especially something iconic and long running.
If it's changing so much, call it something else entirely, I say. Leave the heritage intact.
I disabled signatures. -
I thought there'd be tatas in silhouette.PS Audio Stellar Gain Cell DAC/Preamp
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Epic failPolitical Correctness'.........defined
"A doctrine fostered by a delusional, illogical minority and rabidly promoted by an unscrupulous mainstream media, which holds forth the proposition that it is entirely possible to pick up a t-u-r-d by the clean end."
President of Club Polk -
Jaguar hasn't been relevant in years. This doesn't change anything.For rig details, see my profile. Nothing here anymore...
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Do you think the chances for a 3000 dollar jaguar has increased? And if so will it still cost 20000 to repair?- Not Tom ::::::: Any system can play Diana Krall. Only the best can play Limp Bizkit.
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Jaguar was never a brand that peaked my interest in the past. Logo change is meaningless for me
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Their car designs still look pretty sharp now but they are aging after 16 years with Jaguar Land Rover under Tata ownership.
But, their marketing rebrand is shaping up to be an epic disaster based on online reactions.
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I wouldn’t buy any of their current offerings. I don’t find them quintessentially British, which for me would be the appeal.
It doesn’t sound like the new models are going to epitomize the quintessentially British either. They claim that they expect 80-90% of buyers of the yet to be revealed models to be first time Jaguars buyers. So maybe all the quintessentially British buyers are all either dead or just hanging on to their 2005 XJ until they can’t drive anymore. 🤷♂️Alea jacta est! -
Jaguar had an EV XJ sedan ready to launch, tooling complete and the XJ line shut down to change over for the new car three years ago. More than a billion dollars spent, and the car was a game-changer, and gorgeous to boot. They shitcanned the entire project two weeks prior to its launch and it never again saw the light of day. Today the brand has an SUV that used to share a platform with the Range Rover Velar. They make nothing else...
I am a huge Jaguar fan, but with the new car costing in the 175k range and every other new model in the pipeline set to cost at least double of what the previous models cost, I and most devotees of the marque are long past done. They will need an entirely new customer base to survive. Jaguar execs publicly admit that 85 percent of their loyalist customers are gone, and they need a new customer base moving forward. Given the reputation of the brand's reliability history, those new customers needed are never going to show up.The Gear... Carver "Statement" Mono-blocks, Mcintosh C2300 Arcam AVR20, Oppo UDP-203 4K Blu-ray player, Sony XBR70x850B 4k, Polk Audio Legend L800 with height modules, L400 Center Channel Polk audio AB800 "in-wall" surrounds. Marantz MM7025 stereo amp. Simaudio Moon 680d DSD
“When once a Republic is corrupted, there is no possibility of remedying any of the growing evils but by removing the corruption and restoring its lost principles; every other correction is either useless or a new evil.”— Thomas Jefferson -
Jaguar’s first tease, revealed just hours ago today, of what would seem to be the rear of a new model.
Alea jacta est! -
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....and another car company to go out of business in 3...2.....HT SYSTEM-
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It’s no mistake that they made this move AFTER Clarkson and crew have officially retired…
I would actually love to have seen the Grand Tour episode reviewing this PoS.
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I saw an XJ-S convertible today (in fine condition, albeit with top up) whilst motoring through the local shopping district.
Pointless aside: Mrs. H's brother-in-law had one back in the day -- when he was a tech CEO in Southern California. He and his wife (Mrs. H's sister) also lived - literally - behind Joan Kroc's (Ray Kroc's widow's) house. Fairly upscale neighborhood.
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I was smitten with the marque after installing a phone in a pair of XJ sedans belonging to Frankie Valli. I bought my first in 1991, a 1988 XJ6. I have also had a 1992, a '96, 2001, and a 2004. The V8 cars were magnificent machines, and outside of the electrical demons of the early XJ40 cars, the only non-routine problem I had was when the '88 car tossed valve with 270k on the clock.
Sadly, unless a steal of a deal shows up on an XKR 575, or XJR 575, I won't be looking their way again.The Gear... Carver "Statement" Mono-blocks, Mcintosh C2300 Arcam AVR20, Oppo UDP-203 4K Blu-ray player, Sony XBR70x850B 4k, Polk Audio Legend L800 with height modules, L400 Center Channel Polk audio AB800 "in-wall" surrounds. Marantz MM7025 stereo amp. Simaudio Moon 680d DSD
“When once a Republic is corrupted, there is no possibility of remedying any of the growing evils but by removing the corruption and restoring its lost principles; every other correction is either useless or a new evil.”— Thomas Jefferson -
Jaguar/Land Rover consistently have the highest cost-of-ownership, so it is a hard sell. Ford owned them for years, but still no improvement."This may not matter to you, but it does to me for various reasons, many of them illogical or irrational, but the vinyl hobby is not really logical or rational..." - member on Vinyl Engine
"Sometimes I do what I want to do. The rest of the time, I do what I have to." - Cicero, in Gladiator
Regarding collectibles: "It's not who gets it. It's who gets stuck with it." - Jimmy Fallon -
Their car designs still look pretty sharp now but they are aging after 16 years with Jaguar Land Rover under Tata ownership.
But, their marketing rebrand is shaping up to be an epic disaster based on online reactions.
Yup, pretty well said. I just saw the "copy nothing" pic, umm, well, would colorful be a good word? I've got no dog in this hunt since I could never afford any Jaguar but it should be interesting to see what happens...Remember, when you're running from something, you're running to something...-me -
Jaguar/Land Rover consistently have the highest cost-of-ownership, so it is a hard sell. Ford owned them for years, but still no improvement.
That would be factually wrong… for several years Jaguar, under Ford, had better initial quality rankings than most cars out there. It was not until Ford sold them off to Tata that quality went downhill once again.The Gear... Carver "Statement" Mono-blocks, Mcintosh C2300 Arcam AVR20, Oppo UDP-203 4K Blu-ray player, Sony XBR70x850B 4k, Polk Audio Legend L800 with height modules, L400 Center Channel Polk audio AB800 "in-wall" surrounds. Marantz MM7025 stereo amp. Simaudio Moon 680d DSD
“When once a Republic is corrupted, there is no possibility of remedying any of the growing evils but by removing the corruption and restoring its lost principles; every other correction is either useless or a new evil.”— Thomas Jefferson -
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Don't you still have to buy two Jaguars if you expect to have reliable transportation?"Sometimes you have to look to the past to understand where you are going in the future"Anger is just anger. It isn’t good. It isn’t bad. It just is. What you do with it is what matters.
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nooshinjohn wrote: »Jaguar/Land Rover consistently have the highest cost-of-ownership, so it is a hard sell. Ford owned them for years, but still no improvement.
That would be factually wrong… for several years Jaguar, under Ford, had better initial quality rankings than most cars out there. It was not until Ford sold them off to Tata that quality went downhill once again.
Cost of ownership and initial quality rankings are not the same thing.
Making your statement, factually wrong.
Thanks to rapid depreciation and expensive maintenance, Jaguar has always scored poorly in cost of ownership calculations.
Even when Ford owned them. -
Probably and most likely still crap
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Carmax for example outright refuses to buy jaguar when it is out of warranty or gives very very low wholesale auction offers- Not Tom ::::::: Any system can play Diana Krall. Only the best can play Limp Bizkit.
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Upstatemax wrote: »nooshinjohn wrote: »Jaguar/Land Rover consistently have the highest cost-of-ownership, so it is a hard sell. Ford owned them for years, but still no improvement.
That would be factually wrong… for several years Jaguar, under Ford, had better initial quality rankings than most cars out there. It was not until Ford sold them off to Tata that quality went downhill once again.
Cost of ownership and initial quality rankings are not the same thing.
Making your statement, factually wrong.
Thanks to rapid depreciation and expensive maintenance, Jaguar has always scored poorly in cost of ownership calculations.
Even when Ford owned them.
With 5 of them having been in my driveway, my experience says otherwise.routine maintenance is all I ever had to do and it was no more expensive than a Cadillac in that department. A good mechanic outside the dealership groups helps.125/hr for labor vs 285/hr at dealerships makes a huge difference.The Gear... Carver "Statement" Mono-blocks, Mcintosh C2300 Arcam AVR20, Oppo UDP-203 4K Blu-ray player, Sony XBR70x850B 4k, Polk Audio Legend L800 with height modules, L400 Center Channel Polk audio AB800 "in-wall" surrounds. Marantz MM7025 stereo amp. Simaudio Moon 680d DSD
“When once a Republic is corrupted, there is no possibility of remedying any of the growing evils but by removing the corruption and restoring its lost principles; every other correction is either useless or a new evil.”— Thomas Jefferson -
nooshinjohn wrote: »Upstatemax wrote: »nooshinjohn wrote: »Jaguar/Land Rover consistently have the highest cost-of-ownership, so it is a hard sell. Ford owned them for years, but still no improvement.
That would be factually wrong… for several years Jaguar, under Ford, had better initial quality rankings than most cars out there. It was not until Ford sold them off to Tata that quality went downhill once again.
Cost of ownership and initial quality rankings are not the same thing.
Making your statement, factually wrong.
Thanks to rapid depreciation and expensive maintenance, Jaguar has always scored poorly in cost of ownership calculations.
Even when Ford owned them.
With 5 of them having been in my driveway, my experience says otherwise.routine maintenance is all I ever had to do and it was no more expensive than a Cadillac in that department. A good mechanic outside the dealership groups helps.125/hr for labor vs 285/hr at dealerships makes a huge difference.
Anecdotal experience can't be applied to this.
Ranking calculations can't account for finding a good, cheaper local mechanic. They need to take an average from the manufacturers dealership network, where most of these cars will go.
It also doesn't have an impact on the rapid depreciation faced by most Jaguars.
Similar to my Volvo, that has pretty expensive dealer labor rates and not exactly cheap parts. I don't worry much as I can do a lot of maintenance myself, keeping my personal cost of ownership lower.
But if I was talking with someone that wanted a car that was cheap to maintain, I wouldn't point them to Volvo. I know most people bring their car to the dealer for most repairs and maintenance, making those costs far more important to them. -
Wait for it...
https://youtu.be/-l8LoMfLWMU?feature=shared "This may not matter to you, but it does to me for various reasons, many of them illogical or irrational, but the vinyl hobby is not really logical or rational..." - member on Vinyl Engine
"Sometimes I do what I want to do. The rest of the time, I do what I have to." - Cicero, in Gladiator
Regarding collectibles: "It's not who gets it. It's who gets stuck with it." - Jimmy Fallon -
Not sure I’d put that much faith in a YouTube mechanic with enough free time to make 175 videos… any serious mechanic I know wouldn’t have the time or the patience for that.
This is also a terrible format. It requires watching a video for 15 minutes when all of the data revealed could be read on a single spreadsheet in one.
Even so… he appears to be measuring the average cost of repairs at his shop over two years. That’s not a gauge of reliability per se. He doesn’t mention what age the cars are, how many miles they have been driven, how they have been serviced in the past before these repairs at his shop became necessary, nor how many years they were driven without any repairs at all.
He makes the claim that all European cars leak oil. I currently have three in my possession, aged 18, 17, and 16 years old, with mileages ranging from 92K to 164K. Two Mercedes-Benz and one BMW. None of them leak oil. None of them consume oil between services which are at 13K mile intervals minimum. If I include family members, that would add another 4 Audis that also have never leaked oil. Cost of repairs most years from new? Usually $0.
I’d be more interested in measuring the total cost of maintenance and repairs combined in the first ten years of the life of the vehicle, and then the second ten years of ownership after that — when most repairs are likely to occur, as some components will exceed their expected service life by then.Alea jacta est!
