Jag's rebranding effort is moving forward

In reply to DWNSHFT :

Wait, you mean that commercial I saw on the meme sites last night was real? 

Good luck. I guess when you're (former?) target audience is at the age where they're in nursing homes, going to the extreme opposite might have an affect. 

Now where all those targeted youngsters with ridiculous bank accounts actually are remains to be seen.

I was talking with some "automotive journalist" friends last night about this. We were all confused as to the direction they took with this. It's AWFUL and confusing. 

Really, what are they trying to achieve with this rebrand? Who is going to see this and go "Gee, I really want to buy one of whatever this is!" It looks like an ad for a designer clothing company. Maybe they should transition to just selling clothing and merchandise? 

Jaguar has been lost for years, and no one is buying anything they make, so maybe it's parent company is better off just shutting it down and moving on. The "Luxury EV" market they aspire to get into is already so crowded and the bubble is ripe for bursting, and they have nothing unique to offer that the others don't already do better. Just hang it up, guys. It's been real. 

Apparently, this is not your father's Oldsmobile (Jaguar.)

Tom_Spangler (Forum Supporter) said:

That is just awful. Who the hell approved it?

I absolutely despise mixing caps and lower case letters randomly like that single upper case G in the middle of the smalls.

There is a regional dealership chain near me and their logo is HeRTRICH with just the single e in lower case.  It drives me bugberk.

Remember the Infiniti launch campaign? It was the butt of jokes for long afterwards, and a significant part of how Lexus came out of the gate stronger. People with money have BS meters well tuned from years of people lining up to take said money.

DWNSHFT said:

This is part of their new ad campaign.  I guess history and tradition are no longer part of Jaguar's brand.

Conservative - but previously very high quality - leather goods brand COACH has made a fortune by selling out to the modern, branding-forward market.  Now, instead of making expensive, sophisticated, classic accessories that will last and look good for decades, they make expensive, tacky crap with logos pasted all over it that will be out of fashion in a year or two.

10 or 15 years ago, there was probably substantial overlap in the Venn diagram of COACH buyers and Jaguar buyers.  In a few years, maybe there will be again.

lower case is in!

I wouldn't be surprised if the redesign is aimed at the Chinese market. A lot of the latest garish redesigns seem to be courting Chinese tastes.

In reply to j_tso :

Lower case is fine, but only in proper context.  That Honda logotype is correct, like any of the following:

• ALL UPPER CASE
   
• all lower case
   
• Title Case

Not acceptable:

• loWer case with rAndom caps
   
• UPpER CASE WITH RaNDOM SMALLS

In reply to Duke :

When I see that, it makes me think of when people use upper and lower case letters in texting to indicate they are mOcKiNg something or someone.  
 

Maybe that's the point and this business plan reflects a culture of market failure and represents peak jAgUaR, circa 2024.

In reply to Coniglio Rampante :

Yes, the upper/lower case thing on forums/social media/text is intended to let you know you are being mocked. Because sometimes it's not always easy to tell with no body language and/or vocal inflection. 

ShawnG said:

I thought Jaguar "Stepped back from luxury cars" when they sold a Ford Taurus.

The X-Type was a Contour, not a Taurus. :)

They should just sell the F-Type. Its the only vehicle they got right in the last 20 years.

Driven5 said:

A font that mixes lower and upper case all the same size and rounded? It looks like it was designed by/for kindergartners... I guess they weren't lying when they said they were targeting a younger demographic.

At least they didn't use any backwards letters!

theruleslawyer said:

I wouldn't be surprised if the redesign is aimed at the Chinese market. A lot of the latest garish redesigns seem to be courting Chinese tastes.

I'd be surprised if that wasn't the case.

I'm genuinely curious what all the old stiff Jaguar purists are thinking right now. Jag forums are probably crashing from the uproar.

In reply to Duke :

How do we feel about mazDa ? it's been with us for a long time.

iansane said:

I'm genuinely curious what all the old stiff Jaguar purists are thinking right now. Jag forums are probably crashing from the uproar.

Almost makes you wonder what the Frenchman in Minnesota think of it all...no, not really

John Welsh said:

iansane said:

I'm genuinely curious what all the old stiff Jaguar purists are thinking right now. Jag forums are probably crashing from the uproar.

Almost makes you wonder what the Frenchman in Minnesota think of it all...no, not really

I suspect there hasn't been a real Jaguar made in over 25 years in his opinion. Not since the V12 was retired.

We've come a long way since "Grace, Space and Pace".

In reply to j_tso :

I'd be a lot happier if they were block capital As, but it's not as jarring as most are.

I don't really get it, but whatever. I'm not currently in the market for a new Jag and probably never will be. 
 

The thing that always sucks with these type of rebrands are the super condescending replies from the brands in the comments. Yeah, some of the comments were gross or just stupid, but wtf is this?

Colin Wood said:

theruleslawyer said:

I wouldn't be surprised if the redesign is aimed at the Chinese market. A lot of the latest garish redesigns seem to be courting Chinese tastes.

I'd be surprised if that wasn't the case.

TBH slapping a Jaguar logo on a BYD or something would make a lot a sense in China. There is a lot of value attached to legacy western names from what I understand. Plus it would probably make buying a Chinese car more palettable for a western audience.

Colin Wood said:

Here's my 2 cents, so feel free to ignore:

The new logo and direction are designed for a very specific demographic, one that most of its "traditional" customers aren't part of–myself included. (The then-new grille on the BMW 4 Series comes to mind.)

you bring up an excellent point.  where do the traditionalists, the people who are already buying these vehicles, go if the mainstream brands continue to develop for the goal of attracting net new customers and alienate their current customers?  hopefully BMW will continue to maintain the design language of the current 3 series but looking at the new X3 i fear the worst.   

In reply to Turbine :

Note that they didn't capitalize J and the G in the Twitter handle, even through they could easily change the display name. The social media goon knows exactly how stupid it looks.

 DWNSHFT said:

This is part of their new ad campaign.  I guess history and tradition are no longer part of Jaguar's brand.

 

NGL my first thought when I saw this image was "Man the 2nd Dune film must have switched directors."

John Welsh said:

DWNSHFT said:

This is part of their new ad campaign.  I guess history and tradition are no longer part of Jaguar's brand.

 

This feels like a "fragrance" ad.  Is there a fragrance in the works.?

Copy nothing but somehow the above reminds me of Grace Jones/David Bowie/Annie Lenox/Max Headroom in 80's bright colors