https://www.breitbart.com/europe/202...trous-rebrand/

10 to 1 (as in 1 gets you 10 in USA speak) that the Lady Penelope boat never appears.

 

I fear it might all be too late...

The rebrand was the second huge mistake, not the first. Going all in with electric-only was the first. I wish I saw a clear path forward, but I doubt Tata could tolerate the amount of money it would take.

 

The rebrand can easily be redone. I think a successful redo would render that previous attempt as trivial. Not easy, but can be done.

Complete pivot to electric might be the death knell though. I don't know if I see that as survivable. BUT.... they have to develop battery technology anyways. As long as Land Rover doesn't follow suit, I think Jaguar can become a niche luxury electric model, if it can go ***** out on a sensibly lavish interior, it could get there. Damn, at this point, I'd try to get some of these ultra high end british designers to really blow out the interiors design and set the bar to a new standard. That could be something for this brand.

Jaguar has already decided it wants to be a low volume ultra luxury marque. I say hook up with another known brand and see it that can springboard them to success?

 

Don't think there will ever be a Jaguar as we knew it again.
There is no place in the market for beautiful styling and the sports car driving experience.
I doubt I will ever have the desire to own any car built after 1994.

 

This is, in my view, just not possible. The reasons for my opinion being:

1. Very high-end cars require history, Ferrari, Aston Martin, Bentley, and such brands are carefully tended by their companies to ensure the buyer is convinced they are buying STATUS. The world is full of dead upmarket brands: Cord, Lagonda, Sunbeam, Riley etc. that have died and no longer can bestow status on the buyer, even if revived.
2. Jaguar has never been in the top flight status-wise. It's USP has always been a fantastic blend of performance, comfort, style and price; but it has never conveyed status in the way a Ferrari, an Aston Martin, a Bentley or a Rolls Royce does. Nor has it tried to, rather it has been a car for the upper middle class, value-for-money, quite-sporting, older but not past it, successful type of person who does not need or want the status of the higher priced vehicle.
3. It is impossible for any non-high status car brand to attract the high-status seeking car buyer. Even Lexus, who make really superb cars, does not cut it. Because the history of the brand is an integral part of why status seekers buy that type of car, and it cannot be faked. If that is accepted, it follows that Jaguar, by consciously abandoning its history in this relaunch, has committed commercial suicide.
4. Jaguar has loads of history (though none of it recent) and if point 3 above is accepted, it follows that Jaguar, by consciously abandoning its history in this relaunch, has committed brand suicide. This error componds the sin of inconsistent marketing messaging. For at least 30 years the brand has been inconsistently marketed and presented, with an odd and unrelated model range - another disaster for a high status brand. The latest woke mess has made this bad situation worse.
5. So the bottom line is, Jaguar could make the best modern high end ultra luxury car ever seen; but the people who buy such cars will not buy it.

Marketing people with some sense of history might know this story: "the Rape of the Woodbine pack". In the 1950s Wills Woodbines were the largest selling brand of cigarettes in the UK. They had a lovely dark green packet with gold leaves and vines entwined all over it, classy and attractive. Some marketing genius in the early 1960s decided it was old fashioned and 'updated' it to a typical 1960s geometric design. Within 12 months Woodbines sales had dropped 80%. Moral, be VERY careful when you mess with a brand image.

 

Jaguar to move to India......

 

I still think there is time to pivot. That press release didn’t show any cars. Once they’re ready to go live with the new cars, that’s when the rubber will hit the road.

I also think if they hired someone like Burberry (if they wanted to stay British), or Hermes (not staying with British design) to design the interior, it would shake things up for them.

I agree with the pedigree statement, which is why I think they’d need to get a boost by hiring someone for the interior. Hate to say it, but I think Posh Spice’s design for the Evoque was a success.

 

Amen to that! I had high hopes teslas cybertruck would inspire a new age of whacky vehicles but alas all it inspires is laughter...
The lack of uniqueness and quality drop across the board makes it downright stupid to buy a modern vehicle, the same money in even the crappiest car of the 90s will get you hundreds of thousands of miles further

Perhaps a return to being a major name in racing will be what they do to bring the brand back to relevance.. we can dream right?

 

Jaguar lost the plot when they started chasing the 'mass market' - you cannot do that with the top of the 'cars to aspire too' pile. We operate the same principle in our business to a lesser extent, there are just a class of customer that we aren't interested in attracting and we do use price to keep them out, but to attract the customers you do want requires something that sets you above the mass market - big money will not pay for mass market, it is about status.

Jaguar when I was growing up was an aspirational brand, it wasn't mass market, it aimed at those able to pay for something that wasn't necessarily 'Rolls Royce' but appealed to a different sector - quite who the new marketing is aimed at is a mystery.

The second you have a mass market product in your line up you lose the big money because your name also needs to say 'exclusive' not only your product.

I loved Koenigsegg's jibe at Musk - "I make cars not domestic appliances" - or something like that, the day will not come that another modern Jaguar hits my driveway, the X351 was the last and absolutely no EV or Hybrid will regardless of how desireable some find it, the day will also not come when you see the likes of Koenigsegg serving the mass market.

As for racing - it is now something of a joke, the days of real racing are done, it is all about BS entertainment as evidenced by all the BS rules in F1 these days, combine that with the tree huggers demanding silence and fuel emissions the days of real racing are done - specifications are determined by sponsors not engineers - your ability to stand above the crowd and dominate have been taken away by stupid rules in the name of entertainment.