Jaguar Land Rover designer behind woke rebrand ‘escorted from office’

I'm not being political, just passionate about the brand

 

Jaguar sold 27,000 cars in 2024. Compare that to Tesla who sold 1.8 million cars in the same period.

You can understand maybe why Jaguar wants to dump the old image and completely re-imagine itself.

Either way, we aren't Jaguar's target market - they want to sell new cars at full price, not 20+ year old cars at 10% of the new price to a group of people who do everything they can to avoid setting foot in a Jaguar dealership.

 

True!

 

Then maybe Jaguar should make cars that people want to buy and stop charging $20 for a hose clip, $200 for a coolant hose – and your labour charges are insane.

Attempting to change your image by flaunting a pink abomination presented by strange looking folks is fraut with risks - it's also career limiting, oops......too late

 

That's the idea - but for people with more money than sense, not enthusiasts driving old cars on a budget.

Err, welcome to the world of new cars.

 

The arrival of EVs turned the automobile into just another appliance for the upcoming crop of consumers . Automakers were happy to oblige by developing cars with no concern for durability/longevity since that was always against their interests. Now that the masses are no longer able to repair their cars themselves, due mostly to the complexity/fragility of automotive designs and the dumbing down of people who prefer "convenience", those masses are going to be stuck with long term transportation costs, never winding down after paying off their initial investment. I expect that it will become commonplace for monthly transportation costs to exceed $1000 per, that will NEVER END and only increase in the future, leading to a lifetime personal cost for basic transportation to be at minimum $600,000. So on top of the absurd educational debt our youth faces, they need to factor this into their future. Glad I am old and dodged most of this, but hate it for my grandkids.

 

I beg to differ. Most cars are appliances, and have been since the Model T made motoring affordable. Modern cars are miracles of engineering and materials science. Not engineered for durability/longevity you say? Oil change intervals are now 10,000 miles or more - 3x the 3000 mile intervals of old. How many people in 1965 could depend on their car lasting 200,000 or more miles without major repairs? How often do you see cars with rust everywhere - even in northern climates? The average age of cars in the US in 2025 is 12.8 years. "The masses" have NEVER been able to repair their cars themselves because they Just Don't Want To - and they don't need to now because points, carbs, valve adjustments, heck even tuneups are relics of the past. When is the last time you had a muffler or tailpipe replaced? Most new cars today pollute less while running than cars prior to around 1980 did just sitting still. Even new Camrys will out accelerate, out brake, out handle and outlast any of them.

 

I agree with Mike. I started driving in the mid-1960s and my recollection is that valve and/or ring jobs were something you needed to get after only a few years. Vehicles needed constant tune-ups and tweaking and keeping a car 10 years was almost unheard of unless it was some collectible.

 

Car finance is cheap, so people are quite happy to pay however many hundred a month to have a shiny new car that they change every few years. For those that don't want to be paying every month for a new car, EVs are repairable by enthusiasts, just like ICE vehicles. If something goes wrong, you go to a breaker's yard and buy a replacement part from a wrecked car. There isn't anything magic about the power source being electricity rather than petrol, it's just another component that can be removed and replaced with the right tools.

Now of course it's possible that in the future self-driving cars will never crash and there won't be a supply of wrecked cars, but then what will even be the point of owning a car, rather than just calling a self-driving Uber and sharing the costs with everyone else?