Jaguar rebrand

[finyuk2005]

Re brand
The only thing they have to hang onto are the glory days of jaguar, not delete it

No amount of smug rebranding can amend the damage done by poor products.

ah it works so well for my hermies though! just keep changing your name

 

[Wozzaaah]

A couple of decades ago, RM spent £1.5-2m rebranding to "Consignia" then when it turned into an epic fail, another £1m rebranding it back again.

 

[Jelly_Sheffield]

I used to work for a comapny called Welding Alloys. Started from a little unit (ex stable or pig shed if I remember correctly) by a very clever guy called Dr. Jan Stekly.

They had a rebrand, took the logo that had been the same since the 70s/80s when the old man ran the place, and done exactly what jaguar have done. Dumbed it down, simplified it, made it ugly.

£1,000,000+ the rebrand cost.

Looking them up on companies house, it didn't do them any harm.

In the year Dr. Stekly leaves, they made about 1.6M revenue, and 11% (174K) profit, which is not bad at all for a small UK company in a shrinking sector, during a recession.

Based on the other information available it appears that subsequently they look at Dr. Stekly's initial overseas ventures and then decide to embark on a huge global expansion (that I assume has to be VC or Debt financed), entering a new market practically every year for almost two decades...

For FY23/24 they made 1.6M profit from their UK operations, but 7.4M total with the additional profit coming from group companies overseas.

They also list a 30% profit margin, so overall revenue must be about 24.7M... achieving that kind of net margin is excellent performance.



Given a new more corporate owner, and the acceleration of expansion into overseas markets, changing their brand image to match the expectations of potential customers or JV partners seems like a sensible choice.

Trying to sell people on an unknown overseas company can be very image driven...

If you have a truly gifted MD/CEO who basically lives and breathes the business (which appears to be very much Dr. Stekly) then their force of personality and the trust their depth of knowledge builds with people can overcome that as a barrier.

If you're just someone who runs a company bought with other people's money that you don't have technical mastery of or an emotional connection to, then you have to play it "by the [MBA] book" and meet people's expectations.



I have reservations about the merits of companies being bought out by people who don't have the same grasp of them as their founder...

But it happens, and when it does there has to be a way to make up for what they lost.

Which is where all the corporate BS comes into its own, and if not taken too far, works.

 

[Danez]

When was their heyday? Possibly up to the E type and then downhill from there.

I feel like they really peaked with the later s type

 

[Jelly_Sheffield]

I feel like they really peaked with the later s type

View attachment 473493

I always felt that looked like a Chrysler 300C in drag pretending to be a MK3...

If that's their peak, then I really don't know what people are worried about losing!

 

[Farside]

https://www.marketingweek.com/jaguar-rebranded-needed-revitalise/

Very interesting article focusing on the actual marketing strategy and not about the wokeness.

Freaks and Wombles are queueing up for the next model release, sometime in 2030.

 

[dobbslc]

They'll have forgotten all about it by then and be onto the next latest thing.

 

[Munkul]

The problem with their target audience is that it doesn't exist. Young people in general don't have loads of cash to burn. And the DEI types that love this stuff - especially don't have loads of cash to burn.

 

[Munkul]

I think I've just cracked their car design ideas!
Remember MG? Remember they used to have some sporty and cool cars, hatches and saloons? Now they only sell hairdresser cars and small upright cars for people who don't like cars.
I think Jag have seen how well it's worked for them and went "we can do exactly the same segment of cars, but target the richer end of the customers instead"
Again, they're cars for people who don't like cars.

 

[rtcosic]

I think I've just cracked their car design ideas!
Remember MG? Remember they used to have some sporty and cool cars, hatches and saloons? Now they only sell hairdresser cars and small upright cars for people who don't like cars.
I think Jag have seen how well it's worked for them and went "we can do exactly the same segment of cars, but target the richer end of the customers instead"
Again, they're cars for people who don't like cars.

Actually the current crop of BEVs don't seem half bad - unfortunately.

No idea what the interior styling is like though.

Rory Sutherland trying very hard to be positive, but he remains puzzled by the huge risk JLR is taking with the Jaguar brand.

 

[bricol]

I am more than bemused at all the people getting annoyed about an Indian car manufacturer advertising cars they would not be buying in the first place

About as much logic as complaining there's no manufacturing in the UK anymore, XYZ company is now a housing estate/ Lidl . . . And on the next page talking about buying some £2,50 plastic "tool" from China . . . While complaining something similar that might actually work for more than three seconds from a British company is too expensive . . .

Always funny to read the opinions of people who missed the boat in that executive marketing position, or as CEO of an multi-national company where they would have done it all so much better

 

[jsf55]

Without reading all the thread and the fact it goes over 6 pages, the amount i've seen over the internet the last few days, it's a massive PR exercise with little outlay in real terms to get people talking about the brand, i wonder how many people have been swayed to have a look in their show rooms

 

[m_c]

Without reading all the thread and the fact it goes over 6 pages, the amount i've seen over the internet the last few days, it's a massive PR exercise with little outlay in real terms to get people talking about the brand, i wonder how many people have been swayed to have a look in their show rooms

I've still not watched any of the vids, but I'm quite enjoying the amount of outrage, and trying to decide if this falls under outrage marketing or not.
Regardless, it does seem to off gone viral with a certain demographic.

 

[Danez]

Yeah i've never seen this much talk about jaguar before, they've certainly got everyone's attention....lets just hope the car reveal isn't as ugly as the logo

 

[Seadog]

 

[zx9]

The start looked like a New Order music video from the 80's.

^^^ That was my thought, innovative forty years ago so perhaps trying to appeal to 60+ year olds who now have the money to buy to subscribe to a jaGuwar.

 

[Nomad]

The announcement that Jaguar are going all-electric in 2026 is risky given that Germany have just announced "Spectacular 70% drop in EV sales, France announces 33% drop" and "VW announces it's first factory closures in Germany due to falling demand and explains why it's breaking it's commitment to protect workers jobs" https://www.yahoo.com/news/germany-suffers-spectacular-70pc-drop-094729805.html

The manufacturers are being forced into this by the "Nwt Zero" legislation, the article above explains why there is growing pressure to revise or scrap the legislation. We live in interesting times .. not a lot more I can say without risk of ending up on the forum naughty step.

 

[Pigeon_Droppings2]

Guess the brand belongs to Tata and they can do as they please.

Think if it was my decision I'd probably have simply created a new youthful brand instead.

 

[Danez]

The announcement that Jaguar are going all-electric in 2026 is risky given that Germany have just announced "Spectacular 70% drop in EV sales, France announces 33% drop" and "VW announces it's first factory closures in Germany due to falling demand and explains why it's breaking it's commitment to protect workers jobs" https://www.yahoo.com/news/germany-suffers-spectacular-70pc-drop-094729805.html

The manufacturers are being forced into this by the "Nwt Zero" legislation, the article above explains why there is growing pressure to revise or scrap the legislation. We live in interesting times .. not a lot more I can say without risk of ending up on the forum naughty step.

The luton vauxhall plant is shutting down for the same reason

Vauxhall Luton factory to close, parent firm Stellantis announces - putting more than 1,100 jobs at risk

The announcement marks the second notice of job cuts from a UK car maker in less than a week.

news.sky.com

 

[CornishPete]

Jaguar has re launched the brand and it's just.....awful

They appear to have made some sort of perfume advert?

Logo is sh*te too
View attachment 473147

Just looks so generic? Jaguar has some amazing heritage they could have used and yet they've used some word art.

such a shame, can only hope the new electric( ) cars make up for it...

what do we reckon

I agree with your sentiment entirely! It's bizarre.

Being pedantic theres just one thing I disagree with and that's that the add is generic! I'd say it's anything but generic as it will only appeal to a very very small number of wierdos, who are probably statistically the least likely to own a car, and even if they do, it definitely wouldn't be a Jaguar!

I noticed Gillette have gone back to advertising razors rather than solving toxic masculinity.

Go woke Go broke!