Jaguar Rebrand

[Adnillien]

I wouldn't have searched for information about the car had I not seen this ad on the forum. Now that I've come across that teaser picture, though, I'm trying to find a way to unsee it. It looks like Art Deco meets the Transformers.

I think the picture is a geometric abstraction and should not be viewed literally. At least, I hope that is the case.

 

[Adnillien]

The ad makes the connection the OP wanted to make. Make a misstep about trans people and suffer in the marketplace. That's the lesson of Budweiser and Dylan Mulvaney. Don't take this post to mean I agree with what happened to Budweiser but rather that a comparison with Budweiser is spot on.

I did not say that the Budweiser ad was not a relevant advertising example but it is not the only example and is not in the automotive industry. How an automaker rebrands their lineup is a very interesting topic, especially since Lucid is still trying to create their brand.

 

[kort6776]

There is no way the tech in the Jaguar EV will be comparable to what we have in Lucid, but I am genuinely curious about what their cars will actually look like now. I guess the ad worked for me in some sense.

is this remark is based on your hands on experience as an Ipace owner?

 

[idiot900]

is this remark is based on your hands on experience as an Ipace owner?

Not at all. I was referring to efficiency tech and I am speculating.

 

[scal_air]

The story continues...

What Executives Can Learn From Jaguar’s New Rebranding Campaign

Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

www.forbes.com

 

[Electrified]

The story continues...

What Executives Can Learn From Jaguar’s New Rebranding Campaign

Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

www.forbes.com

Jaguar doesn't need to do anything but show up with a spectacular looking EV that delivers performance and range, if that happens with the millions of consumers who will make a point of looking just because they have been aroused by the lead in campaign. If the car doesn't look good well then it's a bust.

In any event you're all going to look, and that's a good thing from a marketing perspective.

 

[scal_air]

Jaguar doesn't need to do anything but show up with a spectacular looking EV that delivers performance and range, if that happens with the millions of consumers who will make a point of looking just because they have been aroused by the lead in campaign. If the car doesn't look good well then it's a bust.

In any event you're all going to look, and that's a good thing from a marketing perspective.

Except that everyone in this forum was going to "look" at any new Jaguar EV regardless... but I take your meaning

 

[kort6776]

Jaguar doesn't need to do anything but show up with a spectacular looking EV that delivers performance and range, if that happens with the millions of consumers who will make a point of looking just because they have been aroused by the lead in campaign. If the car doesn't look good well then it's a bust.

In any event you're all going to look, and that's a good thing from a marketing perspective.

millions of consumers?
jaguar has never been and will never be a mass market car.
the price point is just too high for the majority of people. Jag has always been a niche player because of their pricing and reliability issues.

 

[Pragmatic]

Jag has always been a niche player because of their pricing and reliability issues.

For the last two decades I'd say their precieved reliability issues.

 

[scal_air]

Funny because Tata motors acquired Jaguar back in 2008. I don't think most people perceived a change in quality - one way or the other.

 

[Electrified]

millions of consumers?
jaguar has never been and will never be a mass market car.
the price point is just too high for the majority of people. Jag has always been a niche player because of their pricing and reliability issues.

The ad has been viewed 160 million times, I'm thinking at least a few of those folks are going to tune in on December 2nd....but I could be wrong

 

[kort6776]

For the last two decades I'd say their precieved reliability issues.

their reliability issues go back much longer, think xke era

 

[hmp10]

their reliability issues go back much longer, think xke era

Jaguars have always been quirky, finicky cars.

In the late '70's a friend bought a mid-50's XK150 convertible and had a frame-up restoration done. Absolutely gorgeous car. Shortly after the restoration he needed to add some engine oil. It promptly destroyed the oil lines and connections and dumped the oil on the road. No one had told him that the XK150 could only use vegetable-based oil (Castrol).

In the '80's a friend bought a new Jaguar XJ. It was a beautiful car, but the A/C condenser constantly leaked onto the front passenger-side carpet. Jaguar could never resolve the problem, and the mold stench in the car and the towels on the floorboard somewhat diminished its charms. The car also had two separate fuel tanks with filler caps on each side of the car. The tanks were not cross-connected, and each had to be filled separately.

I, a bit too optimistically, bought a Jaguar S-Type 4.0 upon its introduction, thinking the new joint venture with Ford might have resolved some of the quality problems. Fast, comfortable, and with a top-notch chassis/suspension. Two weeks after getting the car, the entire dashboard panel blanked out and had to be replaced. Six months later the transmission failed, and I dumped the car.

 

[kort6776]

Jaguars have always been quirky, finicky cars.
It was a beautiful car, but the A/C condenser constantly leaked onto the front passenger-side carpet. Jaguar could never resolve the problem, and the mold stench in the car and the towels on the floorboard somewhat diminished its charms.

it was a fairly common issue with condensation, the fix was to blow out the drain tubes with condensed air, problem solved.

 

[hmp10]

it was a fairly common issue with condensation, the fix was to blow out the drain tubes with condensed air, problem solved.

They had that done several times, but the problem always returned.

 

[Pragmatic]

I said 2 decades not 4 or 5. The issues of the 70s and 80s were largely solved by the 2000s.

 

[hmp10]

I said 2 decades not 4 or 5. The issues of the 70s and 80s were largely solved by the 2000s.

Jaguar is currently rated 29th out of 32 brands for reliability:

2024 Jaguar Reliability Ratings & Repair Costs | RepairPal

Explore Jaguar Reliability Ratings for 2024 Discover average annual repair costs of $1,123, frequency of repairs at 0.6 visits/year, and a severity rate of 14%.

repairpal.com

 

[Batteryman]

millions of consumers?
jaguar has never been and will never be a mass market car.
the price point is just too high for the majority of people. Jag has always been a niche player because of their pricing and reliability issues.

Jaguar are going to target 100k cars a year, they have given up on the mass luxury 50k-100k market. Ultraluxury brand, starting at 120k.

 

[Batteryman]

Jaguar is currently rated 29th out of 32 brands for reliability:

2024 Jaguar Reliability Ratings & Repair Costs | RepairPal

Explore Jaguar Reliability Ratings for 2024 Discover average annual repair costs of $1,123, frequency of repairs at 0.6 visits/year, and a severity rate of 14%.

repairpal.com

They only rate for the 2 sedans- XF and XJ. No F-type, F-pace, E-pace. Also , if you compare Merc C class with Jag XF- almost similar ratings.

We have owned both F-type and F-pace- best non-EV cars we ever owned. I even drove a XJ loaner- the handling for such a large car blew me away. The Germans are overrated, Jaguar is underrated.

 

[hmp10]

. . . if you compare Merc C class with Jag XF- almost similar ratings.

As I've posted elsewhere, the last Mercedes I owned was a 2004 SL55 AMG, which was second only to a Corvette as the most problem-plagued car I ever owned.