Jaguar abbandona il distintivo distintivo del grande gatto ruggente per il rebranding dei suoi veicoli elettrici e ammette che non piacerà ai clienti tradizionali
https://www.thisismoney.co.uk/money/cars/article-14099755/Jaguar-ditches-teeth-baring-big-cat-badge-EV-rebrand-admits-wont-appeal-traditional-customers.html
di SojournerInThisVale
17 Comments
> Speaking at a briefing at JLR’s design centre at Gaydon in Warwickshire, he said he wanted to create the same stir that the E-Type created in the 1960s
Do that by designing a car as beautiful and well engineered as the E-Type then, not messing up the badge
> copy nothing
Which is why Jaguar have been pumping out generic SUVs for the last few years. I fully expect them to be owned by a Chinese ~~private equity~~ firm within the next decade
I owned an ipace last year
I’m not jaguars normal customer, I’ve since owned a tesla and now a polestar
The jaguar was unreliable (heating didn’t work. DC charging didn’t work. Panels fell off when closing the door), had a battery fire related recall, and came with the worst service from a dealership I’ve ever encountered (I had to take them to court)
Their logo is not the problem lol
Absolutely awful, it already looks a bit dated. Surely professional designers know that we are probably at the tail end of the wave of minimalist rebrands by now and it doesn’t look fresh any more.
Jag’s have been crap for years now, not the prestigious brand it used to be.
Logo wise, it’s just weakening the brand even further.
Rip Jaguar
Surely most of Jaguar’s traditional customers are dead or will be soon. Maybe it’s just where I live but the only Jags I ever see are parked outside the house of someone retired and never seem to move. Who buys them these days?
A classic case of ‘if it ain’t broke, don’t fix it’ yet they did it anyway.
>Highlighting that 800 people had worked on the radical redesign and re-branding, Jaguar design chief Gerry McGovern jokingly promised: ‘We have not been sniffing the white stuff’
So that’s 400 for the badge and another 400 for the font. Money well spent.
The badge is the only cool thing about Jaguars these days
Is there not some famous marketing case study about what happens when you stop appealing to your core customer?
Jaguar’s been dead for years, clinging on in the UK for dear life whilst continuously being at the bottom of the pile for reliability and customer satisfaction. It used to be a pretty regularly spotted brand in the Netherlands when I was growing up, they sold 173 cars in total in 2023. In Germany it was always seen as the ‘British alternative’ to their luxury brands, they sold about 100 more than in the Netherlands in 2023.
Dead as a dodo. The whole brand (with Landrover) is a tiny player globally and it is rapidly dropping in the rankings.
Jaguar never actually made profit in the 2000s and it was held up by range rover etc. Seems like a wild change to most but what they were doing before never actually worked so doing something completely different may be the way to try to be profitable, these cars are like 100k so going for a different market? I may be a tad biased as I have a 5.0 xkr I love but I hope they actually pull it off as we need a British car manufacturer to still exist even if its in a new guise.
Stopping appealing to your core customers is usually a recipe for disaster.
That looks absolutely horrible.
Surely Jaguars ‘traditional customers’ are on the brink of death anyway.
And to think that Jag used to do [ads like this. ](https://www.youtube.com/watch?v=B-_30ZRZAI0)
So what’s the point of continuing to call it Jaguar, if you ditch all the design heritage and 85% of your customers?
“Jaguar: the first season, soon available on Netflix”
went from masculine to “non offensive” yeah this car company isnt going to last. they dont even understand their customer base
They need a rebrand and new range. Good luck to them.