Jaguar
- Thread starter Chevrolet
- Start date
teamzr1
Supporting vendor
New York — A promotional video for a rebranding of British luxury car brand Jaguar is being criticized online for showing models in brightly gay colored outfits and no car.
The rebranding, which includes a new logo, is slated to launch Dec. 2 during the Miami Art Week, when the company will unveil a new electric GT model. But Jaguar Land Rover, a unit of India’s Tata Motors Ltd., has been promoting it online.
The Jaguar brand is in the middle of a transition to going all-electric.
“Copy Nothing,” marketing materials read. “We're here to delete the ordinary. To go bold. To copy nothing.”
The promotional video, posted on X and Instagram, shows models dressed in futuristic brightly gay colored outfits walking in an alien-like landscape. “Break Moulds,” the copy reads.
It drew ire online, with people complaining about the lack of a car and the confusing message. X owner Elon Musk wrote on X, “Do you sell cars?” People also complained about the new, stylized, logo. The “leaper” jaguar image has also been reimagined.
Charles Taylor, marketing professor at the Villanova School of Business in Villanova, Pennsylvania, said the promotional video strikes the wrong tone for potential buyers, and said the company is making a mistake by not using the brand's heritage as an elegant British high-performance sports car in its marketing.
“If they came back with a wonderful electric vehicle, they could build on their prior image as opposed to really throwing out the heritage of the brand and going in this kind of direction,” he said. “It’s hard to see how the market of people that would like that approach is large enough for them to thrive.”
Rebranding is a common tactic for companies seeking to spark sales. Campbell Soup Co. on Wednesday officially changed its name to Campbell's Co., and companies like Airbnb and Instagram update their logos from time to time.
But if they strike a wrong chord, the result can be disastrous. Past rebranding failures include Tropicana changing its logo in 2009 to omit its trademark orange, it soon changed it back. And Radio Shack rebranded to “The Shack” in 2008, alienating its core shoppers, before eventually filing for bankruptcy protection in 2015.
Jaguar Land Rover, based in Whitney, Coventry, in the U.K., did not return a request for comment.
The rebranding, which includes a new logo, is slated to launch Dec. 2 during the Miami Art Week, when the company will unveil a new electric GT model. But Jaguar Land Rover, a unit of India’s Tata Motors Ltd., has been promoting it online.
The Jaguar brand is in the middle of a transition to going all-electric.
“Copy Nothing,” marketing materials read. “We're here to delete the ordinary. To go bold. To copy nothing.”
The promotional video, posted on X and Instagram, shows models dressed in futuristic brightly gay colored outfits walking in an alien-like landscape. “Break Moulds,” the copy reads.
It drew ire online, with people complaining about the lack of a car and the confusing message. X owner Elon Musk wrote on X, “Do you sell cars?” People also complained about the new, stylized, logo. The “leaper” jaguar image has also been reimagined.
Charles Taylor, marketing professor at the Villanova School of Business in Villanova, Pennsylvania, said the promotional video strikes the wrong tone for potential buyers, and said the company is making a mistake by not using the brand's heritage as an elegant British high-performance sports car in its marketing.
“If they came back with a wonderful electric vehicle, they could build on their prior image as opposed to really throwing out the heritage of the brand and going in this kind of direction,” he said. “It’s hard to see how the market of people that would like that approach is large enough for them to thrive.”
Rebranding is a common tactic for companies seeking to spark sales. Campbell Soup Co. on Wednesday officially changed its name to Campbell's Co., and companies like Airbnb and Instagram update their logos from time to time.
But if they strike a wrong chord, the result can be disastrous. Past rebranding failures include Tropicana changing its logo in 2009 to omit its trademark orange, it soon changed it back. And Radio Shack rebranded to “The Shack” in 2008, alienating its core shoppers, before eventually filing for bankruptcy protection in 2015.
Jaguar Land Rover, based in Whitney, Coventry, in the U.K., did not return a request for comment.
Oneball
CCCUK Member
I’ve not worked out who that is yet. It can’t be TWR as the UK company hasn’t existed for a long time and I’m pretty certain it’s not the Australian race team as they’re called Walkinshaw Andretti now.TWR have recently launched their XJS V12 re imagined . Now that is the real deal .
Chevrolet
CCCUK Member
Fergus Walkinshaw, son of Tom according to this:
The new Jaguar you would want to own: TWR Supercat is a reborn V12 XJS
In the same week Jaguar unveiled a radical rebrand for its bold electric future, a small Berkshire-based car maker revealed the antithesis; a 'new' classic Jag with a roaring 12-cylinder engine.
Chevrolet
CCCUK Member
Global Debut for TWR’s V12 Super-GT ‘Supercat’
TWR has formally unveiled the Supercat, its radical new Super-GT underpinned by the legendary Jaguar XJS.
twrperformance.co.uk
Mr. Cricket
Committee Member
Contains fruity language for those easily offended
Outtakes:
Reset
Suicide
Annihilation
A stunt to keep Jaguar relevant through 2025 when no cars will be for sale
Every current Jaguar owner feels shafted....
Chuffer
CCCUK Member
Supercharged V12 power , what`s not to like !!! It makes the XJS 3.6 litre with 5 speed Getrag manual shift I had some years ago look very tame . I had an XJ Engineering Stage One upgrade done that took it to 25 bhp short of a V12 . That Jaguar straight six engine sounded lovely on the overun as you came off the gas .Fergus Walkinshaw, son of Tom according to this:
The new Jaguar you would want to own: TWR Supercat is a reborn V12 XJS
In the same week Jaguar unveiled a radical rebrand for its bold electric future, a small Berkshire-based car maker revealed the antithesis; a 'new' classic Jag with a roaring 12-cylinder engine.www.thisismoney.co.uk
Roscobbc
Moderator
One of my early cars back approx' 1969 was a 2 owner 50k mile 1960 Mark 9 Jag in silver grey. It had been standing in a drive for a couple of years. The exhaust had rotted and fell off when I started the car to bring it home. The cost of an exhaust system woul have been more than the £35 I paid for the car........so I made my own system from lengths of straight and flexi-tube and for the all important 'sound' a pair of Mini Cooper glass-pack silencers......all brazed-up by by local garage. Lovelly fruity and inappropriate non-Jaguar sound it made.Supercharged V12 power , what`s not to like !!! It makes the XJS 3.6 litre with 5 speed Getrag manual shift I had some years ago look very tame . I had an XJ Engineering Stage One upgrade done that took it to 25 bhp short of a V12 . That Jaguar straight six engine sounded lovely on the overun as you came off the gas .
teamzr1
Supporting vendor
Looks like even in the UK, people are not happy at all to what is happening to the history of Jaguar
www.dailymail.co.uk
Jaguar boss hits out at 'intolerance' as car fans turn on woke rebrand
Rawdon Glover, managing director of the Indian-owned firm, denied the rebrand exercise was meant to be a 'woke' statement.
Nassau65
CCCUK Member
£35 in 1969 is £720 today. Sounds pretty good to meOne of my early cars back approx' 1969 was a 2 owner 50k mile 1960 Mark 9 Jag in silver grey. It had been standing in a drive for a couple of years. The exhaust had rotted and fell off when I started the car to bring it home. The cost of an exhaust system woul have been more than the £35 I paid for the car........so I made my own system from lengths of straight and flexi-tube and for the all important 'sound' a pair of Mini Cooper glass-pack silencers......all brazed-up by by local garage. Lovelly fruity and inappropriate non-Jaguar sound it made.
Roscobbc
Moderator
It was cheap even then. Spent more or less the same putting it on the road. Sold it a year or so later for £75. Much like now no one wanted big engine cars like Jags and yanks......they were all comparatively cheap against 'ordinary' cars of the day.
There were no aftermarket parts available for cars like Jags back then.....just main dealers (but only if parts were still available.....often they weren't).
Only a few years later in 1975 I paid £225 for a really immaculate 10 year old Daimler 2.5 V8 saloon. I managed to 'window' the engine block (due a thrown con-rod). The only recourse was to buy an untested replacement engine from a local breakers yard. Even then that cost me £100 (and this turned out to be a 'smoker')
Mr. Cricket
Committee Member
Ross, you're showing your age 
Chuffer
CCCUK Member
Old Jags were just Bangers in those days . Such elegance though .One of my early cars back approx' 1969 was a 2 owner 50k mile 1960 Mark 9 Jag in silver grey. It had been standing in a drive for a couple of years. The exhaust had rotted and fell off when I started the car to bring it home. The cost of an exhaust system woul have been more than the £35 I paid for the car........so I made my own system from lengths of straight and flexi-tube and for the all important 'sound' a pair of Mini Cooper glass-pack silencers......all brazed-up by by local garage. Lovelly fruity and inappropriate non-Jaguar sound it made.
Dorsetsteve
Busy user
Our last family car was a Volvo XC40, my wife quite liked it and it was the best of the bunch in a similar price bracket in my opinion, partly because many of the competitors like the CX5 and Tiguan where bloody awful. I never warmed to it and went back to a car shaped car. Il stop in the Volvo there before it goes to a full rant but it was naff.
In that process of car hunting we looked at the F Pace and was really disappointed with the finish. It was slightly more expensive than the other cars but the product felt cheaper. It felt like Ford that had had a sticker shoved over the badges.
When we were looking to replace the Volvo we went back to Jag hoping to see the estate cars, which they no longer ranged (Volvo have also dropped estates) the recent news that Jag are completely redoing the range comes at little surprise prise with those experiences but I don’t expect things to improve. The car market seems to be obsessed with selling us 2+ tonne SUVs, controlled from touch screens. The service at my local Merc dealer who seems obsessed with selling me a GLC automatic diesel I don’t want is almost laughable.
In that process of car hunting we looked at the F Pace and was really disappointed with the finish. It was slightly more expensive than the other cars but the product felt cheaper. It felt like Ford that had had a sticker shoved over the badges.
When we were looking to replace the Volvo we went back to Jag hoping to see the estate cars, which they no longer ranged (Volvo have also dropped estates) the recent news that Jag are completely redoing the range comes at little surprise prise with those experiences but I don’t expect things to improve. The car market seems to be obsessed with selling us 2+ tonne SUVs, controlled from touch screens. The service at my local Merc dealer who seems obsessed with selling me a GLC automatic diesel I don’t want is almost laughable.
C5Steve
CCCUK Member
I think the ad is potentially genius. As above, you can't buy a new Jag anymore so this is a total relaunch almost of the company. This ad has been in every news feed, on every social media channel etc since it launched. You've never seen so many people talking about Jaguar!
They've teased on their Instagram the concept they're showing in a week or so, I think everyone should hold into their pearls for now and wait and see what the company comes out with. I'm all for the success of a British brand so fingers crossed they come out with something that brings them back to more successful times.
They've teased on their Instagram the concept they're showing in a week or so, I think everyone should hold into their pearls for now and wait and see what the company comes out with. I'm all for the success of a British brand so fingers crossed they come out with something that brings them back to more successful times.
Dorsetsteve
Busy user
That is an excellent point, the apply the coined phrase “the attention economy” it’s worked.
teamzr1
Supporting vendor
Look at some of the spy photos out in cyberspace
Trying to copy like a Tesla Cybertruck, boxy and no rear window, camera only
Interesting they are not doing the public showing in the UK but in the USA where very few here would want that and in 2 months
when President Trump kills off the federal EV mandate, they could not give away an import EV
Trying to copy like a Tesla Cybertruck, boxy and no rear window, camera only
Interesting they are not doing the public showing in the UK but in the USA where very few here would want that and in 2 months
when President Trump kills off the federal EV mandate, they could not give away an import EV