I'm enjoying the fact that for the first time in what seems like decades it's back in the public consciousness. We can argue about the details of the campaign, but it's doing exactly what they wanted IMO. As for the rebrand, it absolutely reeks of "brand of purse you find at TJ Maxx".
They never left the public consciousness. In spite of all the years that have passed since their pinnacle of popularity, everyone's who truly loved cars maintained respect for their tradition and forgave their gradual abandonment of their classic styling. Consider the most recent Volvo campaign: year after year they lean more thoroughly into what they have as their core value; safety and they're winning, big time. Jaguar has abandoned all traces of what made them prestigious. Their only hope now is to reconsider and come back to their time honored traditions
I start to think they will launch other products than cars. They don't have cars that sell so they will use the brand for clothing, furniture and other products. The ad is just art. The problem they have is a management team that is gay only and full of DEI bullshit. I don't see them recover as a car brand. 50 years of malfunctioning cars is hard to turn around.
You're right. They're not a British company anymore. They are headquartered in England but that is their image. Their image is one of a British company, a British car manufacturer. Okay, when you think of jaguar, that's what you think of that's what a lot of people think of when you think of B m w you think of Bavarian or German car company when you hear the name Honda, you think of a Japanese car manufacturer. So that's how that works, they have an image they need to play to that image, they need to make cars that works with that image
Re: The classic British Jaguar styling. Jaguar kept that traditional styling (XJ X350, S-Type, X-Type, XK X100) until around 2001-2005 but for whatever reason Ian Callum felt he could not evolve that styling further. I don't know if Callum's decision to abandon traditional Jaguar styling was right or wrong -- I wonder if Jaguar can still backtrack on that now? In isolation the more modernised XK X150, F-Type and X351 XJ look quite good I think, the XE and XF are OK looking too if a bit bland and generic. The F-Pace and i-Pace don't look bad, but not particularly stylish either IMO.
8:28 Some weeks ago I spottet a classic XJ. As a Cadillac-guy, I everytime thought about Jaguars, they are some what quite nice. But now, in this sad era of SUVs, a classic XJ suddenly appears as (one of) the most beautiful cars ever built...
The XJ used to be unmistakably unique. Most SUVs are homogeneous blobs. Unfortunately GM has screwed up Cadillac too for the same reason, sedans don't sell anymore.
I worked my entire life to be able to afford my 2008 Jaguar XKR. It's a beautiful car...reliable, fast, classy. It's a damn shame they have eschewed they lengthy heritage of unique and distinctively British cars.
oh no.... I better watch the whole thing before I comment... Okay, I'm back from 11 minutes in the future. Great analysis, Jon. One of the best reactions I've seen on UA-cam yet, and I'm not BSing you on this one. Thank you for not harping on the ad, but rather addressing the very obvious elephant in the room nobody is talking about: throwing away a hundred year heritage. On a side-note: as someone who has always been very, very plugged into automotive industry and news, I had no idea Jaguar was even still around.
Whew! Thank goodness you're okay with Jon's reaction. Luckily he didn't harp on the ad so you wouldn't have to correct him. I'm sure Jon will be sleeping well tonight. I have to be honest, when you wrote "oh no," I was quaking in my boots.
I read 'oh no' and thought "oh boy, here it comes!". Appreciate you watching it first (psst- not everyone does!). I have an opinion, but I always try to be at least a bit fair. Jag needed to change, but I don't see shredding 100 years of history to be the right move.
The new logo looks like something on a ladies handbag. MK Michael Kors! Stupid and they pay millions for it while not having any cars to sell until 2026! 🤡
That commercial is terrible. The new logo is terrible. The complete reset is an admition that the brand was done. Theyre lucky to have an owner that is willing to throw money at the brand, as, said previously, the brand was done. Its too bad as there was a point where they had a full lineup of sedans, a coupe or two and they were every one of them gorgeous, with some serious performance options. Its too bad that they let that momentum die.
Good point! Off the top of my head there have been no new Jagaur products since about 2015, it seems like JLR have only been investing Land Rover products.
4:00: I live in an apartment complex in North Carolina. I noticed a few months ago a Jaguar sedan parked in the lot. I was thinking "it has been DECADES since I saw a Jaguar in person. It was around for a couple of months and is now gone, either the owner got rid of the car or else moved.
You can still find them on craigslist for reasonable prices. I bought 3 90s Jags there and they are daily drivers and reliable. I do all the maintenance myself though, def going to cost more if you don't do it yourself. I live in the Raleigh area so you can find them locally.
I've owned... 8(?) Jags at this point and my hot take is: they wouldn't need to rebrand if people bought the cars. (Sidenote: they didn't fully abandon the past, "Copy Nothing" was Sir William Lyons' company motto/ethos before Grace Space and Pace arrived) The Grace/Space/Space and the wood and leather and classic styling I love, but the mass market has spoken, and they don't care. The Ford era cars, which I love, never made any money. Ford never made any money for the 20 years they owned them. Tata has never made any money on Jaguar either, the F-Pace is the only one that has returned its own development costs. BMW has been making record profits by making ugly 4 cylinder crossovers with big screens, consumers don't care about what Jaguar has represented If you ask the average person what a Jaguar is, they'll just say unreliable. They've tried so many different things over the years, and it hasn't worked. The average consumer doesn't care about their rich history or their racing presence.... So i completely understand tossing everything out and starting fresh. Low volume is better for Jaguar, they've never been successful in the mass market, they don't have the R&D and refresh cycles that BMW and etc have.
The problem with jag is they've been incredibly unremarkable since the 70s never the best at anything. The image of BMW that sells ugly 4 banger suvs is built off of excellent cars even today when they try the cars are good jag is meh.
@@TwoDollarGarargeThat kinda reinforced my point. What's the point in leaning on your heritage if nobody cares about it or it's not good to the majority of people. They cannot compete in the mass market, it has never been profitable, the cars have never been good enough to do it. The series 3 XJ, which is probably one of my favorite cars of all time, was designed for like 800k in 6 months because they didn't have any money to redesign the previous car, so they just facelifted it. They haven't turned a profit in almost 40 years
@Black-Villain When I think I want to sell my e46 325i convertible I take it for a drive and decide not it's a fun car that makes me smile, same with my friends e93 328i vert. People say the germans are past their prime maybe, but they know where to put more effort and where to put less.
@@TwoDollarGararge I agree, the E46 is a great car, and BMW has a long history of making driver's cars... But I don't think that sells X1's and X2's, go drive one and you'll see what I mean. Most people I know who have bought a new BMW, aside from the M or M-Sport cars just bought them because they said they're fancy and the tech, not one mention of "The Ultimate Driving Machine"
@Black-Villain Yes, like I said, some cars.They put more effort into and are genuinely magical and some are quite lazy but so well because the image has been established.
Yeah, I thought Ford did a better job too with keeping the original unique design philosophy. Tata made them generic and tried to sell them to BMW owners when they obviously couldn’t compete in quality and durability. Ironically, the men in suites who most likely accounted for 99% of Jaguar’s sales were the most isolated ones from the new Jaguar commercial. It’s just so dumb. They could’ve done some wonders on the brand like bring back Daimler and change Jaguar’s design philosophy back to its former self. I would miss the green lettered “Jaguar” logo with that chrome side shot of a pouncing cat. Oh, and Jaguar going “all EV”? Sheesh! They really want to kill the brand.
Those modern fashions still look just like the silliness Rudi Gernreich was pushing in the 60s. Admittedly I find myself so out of touch these days that I almost expect the opposite outcome from any prediction I make, nevertheless, I predict this will be the death of Jag.
Mischievous Sylvester has turned into Garfield! Jaguar hasn't made a "I want one of them one day" car in decades. Emotionally sterile that sparks nothing in the "soul" or subconscious. The trade off for Jag has always been their styling, engineering, some freaky concept/race car , "mood" emotion that it gives the owner - satisfaction/pleasure & pride, to them out weighs the cost of its reliability. Sadly the negatives have increased over the positives over the years their reputation for reliability hangs over them not like storm cloud, more a tornado. They have never been afraid to shock - Think what the Mark X (10) was to mark IX (9). XJS replacing the E Type. The last XJ model. No retro all completely new direction of size/style, rebellious, yet edgy classy.( yes the people of the time, reacted, complained and were upset. 40yrs later those "shockers" were the "retro" influence of their models, received with nods & claps) Jaguar really has to lift its quality control, reliability & service if its to survive. There's a reason why people don't buy or return purchase a product. They have heard or don't see value and/or trust in the product so distance themselves from it.
We found your video as always very good and insightful. Jag was always off our radar. Not often seen on the street in our location. We won't miss it. Seems all the legacy manufacturers are in the throws of change right now. Good video, Jon.
I have many comments on Jaguar new ad n direction, as i say about selling farm machinery, it doesn't matter whether you got all new technology or tractor is trend setting, as child at agriculture field day if you cant access that tractor because they lock the doors then you have lost a generation. Big brands knowns this, that why they sell children toys, clothing n just like your wife they sell clothing, kitchen/house items knowing their part of financial decisions too. So what this mean for Jaguar? Keep it luxury but affordable, allow children to dream of owning one, produce racing Jaguars car for track teams, make Jaguar mx5 then move up to James Bond, Bentley competing car. By locking out bottom end, by polarising children dream you will become a doom car company. Aka MG/Mini brands which Leyland struggle understand but Germans n Chinese knew what to do with.
Hell yes, speak the truth! I believe this is the end for Jaguar. And it’s so sad. I had so much to hope for before they came out with that gay teaser reveal because Jaguar said they were moving upscale. So I thought maybe they’ll bring back the Daimler marque for executive sedans to rival Rolls Royce, and Jaguar could maybe move up to where Aston Martin is. Heck, for once I thought the E Type could be revived to rival Aston’s DB series. But too bad! RIP Jaguar 1933-2024🌹
1. As a company Jaguar has been circling the drain for a few years now thanks to unimaginative designs and lack of new models. I think we are witnessing the moment they disappear down the plumbing. 2. If they wanted to keep the name, why damage the very brand that trades so heavily on heritage? They should have gone with a new name if they wanted that badly to disassociate from the old brand with this nonsense rebrand. 3. Just who are they hoping to sell to? Rich people who buy luxury vehicles in the Rolls/Bentley category are usually middle-aged guys or Arab royalty. This advert says "I want to look miserable while wearing a bright green tutu". This advert will only alienate their target customers as it seems to be aimed at young inner city "fashionistas" who would not be able to afford a Rolls or a Bentley, nor have anywhere to keep one, nor probably even desire one in any case. Even the rich care about their public image, and given the deserved ridicule for this advert they will think twice before associating with the brand now.
All your points are correct. This is the result of insulated thinking and no one objecting. I'd imagine their marketing department has very little diversity of thought.
I'm closing toward retirement and was looking for a luxury car. Was on the fence for an English or Italian car, but was considering a 2 or 3 year old Aston Martin/Maserati or 1 or 2 years old Jaguar or Alpha Romeo. Now, definitely will be a AM or M car. Anyway, I do not fit the new direction regarding their demographic customers.
I agree. Maybe Jag management looked at how BMW made their cars ugly and decided to go that way. I was looking foward to replacing my F10 550i until I saw the new 5 series.
Jaguar are rubbing their hands together in glee, more free advertising. Especially from a middle aged man who sees their brand as aspirational. This is exactly what their advert is all about - brand awareness. Well done. They aren’t looking at you, they are looking for people with enough money to buy their products.
9:22 ps: No, jaG aren't "leaping" at all anymore'. They took their leaper out behind the shed & put the poor old cat down with this rebrand. No more leaping.
Thank you for your sticking to the real issues with Jaguar and its new marketing, not calling the video 'woke going amuck' but more about what is it selling or not. It doesn't sell cars, none appear in it, it could be for perfume/cologne brand. One of the best ads for a car was one for Jaguar in the 1990's showing a sedan with the song 'And Now' by Etta James playing. Total class and selling a car. I live 20 miles from JLR NA HQ in Mahwah, NJ (ironically that of a large Ford assembly plant from the 1950's to the 1980's). I can see the need to redo the signage on that building and a lot of dealers angry at having no cars, having to so expensive remakes of their dealerships, some ditching them for sound business reasons.
You hardly ever see Jaguar cars on the road here in the UK, and whenever anyone mentions them, it's in relation to some old model from the 1960s. Jaguar is very nearly dead. If they kept going as they are, they would be completely dead. A very major revamp was needed to stop the brand from closing down completely. This rebrand may give Jaguar at least a few more years to live.
Sadly, I was raised during the Ford era of JAG. While I still love the early 2000s styling of the Jaguar brand. Really the only car that I liked from the last few models that they had was the XJ. because I feel like it still represented what a jaguar was supposed to be about a fast, beautiful and luxurious sedan.. though I know Jag has had a long history of ups and downs. I always will be secretly rooting for them. It has an amazing history and some of the most beautiful cars in history. Although the unwillingness to actually work on the reliability and craftsmanship will always be the downfall. So while I know if the Jaguar brand ever comes back, it will most likely be an out of reach luxury brand. Though as long as the products that they produce show craftsmanship and attention to detail and luxurious. It will continue to be a dream Brand as it should've stayed.
A 1989 Sterling 827S was my first car. My dad was British car crazy since he had a TR6 in the 70's. Learned how to work on British cars and now I own old Jaguars and love them.
They want to be "new, different, cutting edge". Remember when Cadillac changed their marketing from "stately, luxurious, elegant" to "angular, fast, exciting"? I thought it was a huge mistake then, and I think Jaguar's making a similar mistake now.
I think jaguars made a huge misstep going in this direction. With this rebrand I think it's Just haul a huge waste of money and time and effort. I don't think the direction they were going before was really working out too well for them because they've been slipping in sales for some time. But yeah, I'm not sure. An all electric vehicle is really going to be getting them where they need to go. I think there is a market for an EV. Vehicle, right? They have their place, but yeah, you've got to keep mind. There's a very small amount of the population that is buying cars right now. That wants to buy an EV. It's something like 6% of the population that are buying cars Which is not very much. So I would have to say that I think jaguar is him for a huge catastrophic mess, and I feel as though that whoever was responsible for this rebranding is going to be really unemployed, probably for some long time and let's not forget they're not going to be able to sell anything brand new. Their dealerships aren't for an entire year. I mean that right there is, you know, corporate suicide nearly I mean what they were producing wasn't selling very well, but at least it was selling, I mean that's some money coming in. How they're gonna get through all of this? It's gonna be interesting, maybe somebody Tata. We'll have some common sense and go back to producing something that they can sail and stop putting out ads that look like some bizarre dystopian, weirdo.Future kind of c***
My only comment is on the fanta comparison. The new Jag ad reminds me of the "Obsession" ads from the 80s. I don't dislike it. I think it's artsy and quirky....but not a good use of advertising dollars.
The reason that Jaguar SUVs could be Mazdas is because after several tries at establishing their own design direction Mazda decided to just copy Jaguar. Meanwhile everyone else is copying the style established by Jaguar's other half, Land Rover. Have you seen the new Defender/Range Roveresque Hyundai Sante Fe?
People buy cars based on some combination of engineering, performance, value and convenience I guess. The success of upstart Chinese brands like BYD and Xiaomi (not so much in the USA, but elsewhere) is testament to that I guess.
In the '90's I rented an XJS convertible, an XK8 convertible and twice XJ8 sedans. One day each. So stylish. Nice cars. Nothing appealed to me since. the '10's. Why is everyone ignoring the 800 pound gorilla? Woke!
Ford did to Jag what GM did to Saab. That said what was left at least had style and heritage. No longer true but Benz is no longer Benz either. Anyway Chinese market will pay for the brand name, not what it has become.
Ford actually did wonders for Jag. For the first decade plus they were largely hands off with design and made improvements to electronics and build quality. Where they messed up was cheap models like the X type or S type. Then the recession hit and that was that.
Well, I dont particularly understand why they are going this way. Because the people they seem to be aiming at domt particularly care about cars or Jaguar. But to be fair. It was clear their current market strategy wasnt working. Nobody cares about Jaguar. Older more conservative times arent buying Jags. Jaguar was built off sportiness and roadsters and sports cars. People want CUVs now. And go to Land Rover for that. Its not unexpected for them to shake the boat. But Im curious how it will go for them. It has got people talking about the brand more than ever.
This rebrand was poorly executed however jaguar and many other brands may need a rebrand. Were coming into an age where most of the cars are the same and every brand wants to be a luxury brand, companies like jag don't have the prestige of BMW or the image of reliability/ a bargain like Lexus or Genasis similar to lincoln the wierd middle child.
"companies like jag don't have the prestige of BMW" They don't? Some people are saying the "cheap and cheerful" 3-series-rival Jaguar XE was a mistake for Jaguar, yet BMW has small hatchbacks and compact MPVs like the 2 Series Active Tourer in their model range. Wouldn't that damage BMW's prestige? If anything I think not making a V8 Jaguar XE R as a regular production model (unlike the low volume V8 XE Project 8) to rival the BMW M3 was a mistake, not that the XE was too small and downmarket.
@TassieLorenzo that does not matter they can and have made a great car, but luxury brands are mainly about how they are perceived. Yes, bmw makes cheaper models purchased because of the badge they print money and it doesn't do damage the image of a jag owner is an older crowd.
@TassieLorenzo Plenty of young people want a bmw there in rap videos and are a status symbol that sells. Jags have the images of 2nd hand middle manager or an older model being driven by an 80 year old. If your brand isn't drawing in a younger audiences as an object of want, your brand is doomed.
These clowns are literally buried Jaguar's brand and the boss of Jaguar is okay with that, he blame the people for their reaction, what a clown! 🤦♂#Bankrupt
The F-Type is probably my most desired sport(y) car, but even if I had the money I'd pause simply because what will the service and parts be like for us "little people" when Jag moves into Bentley territory.
@@AllCarswithJon It's a shame they never made the V8 with a manual. It's difficult to pick which to get. I don't have the money for either right now, sadly
It's a great car but it's not in production any more. Jaguar claim they were losing money on the F-Type (and XE, XF, & XJ) and that's why they cancelled them -- hard to know if that's true or not.
Move upmarket? See what happened to Jeep and to some extent VW when they tried...move to electric? Not sure if any of the execs looked at the sales figures of EV makers...moving focus to China? Lets see they compete with BYD, Nio, and a hundred other EV brands over there...
The death of the Jaguar brand started with an Indian company bought them. Tata Motors does not make reliable vehicles. Land Rovers are notorious for being in the shop. You could say that LR and Jaguar's reliability got WORSE when Tata took them over. LR and Jaguar have lost their "Britishness" thank to Tata. Its quite unfortunate that Tata is taking the next step to completely dissolve the Jaguar's heritage.
jaGuar's pronouns are now "was\were". Jag was the ultimate luxury sports saloon here in Australia, my Godfather had one to go with his flybridge cruiser! I lost interest with Ford, then Tata gave me [false] hope. "Live Depressed". Cheers jOn. 🇦🇺
This is a complete joke. Jaguar is doomed to failure. Just like Mazda will fail trying to go upmarket, Jaguar will fail trying to compete with Bentley and Rolls-Royce. Neither will be taken seriously.
Jaguar has always been junk. My neighbor has had a 1989 Jaguar XJ6 up on blocks in the yard for 20 years due to a bad head gasket. The best thing you can say about them is that they fail so frequently that there are complete kits for a 350 conversion. The car does look good, though.
Yeah, 80s/70s jags were crap, Ford did wonders for electronics and build quality. I own 3 97-99 Jags, each with over 100K. All are reliable daily drivers. Like any car just do the regular maint like oil changes.
Even Rolls Royce and Bentley will struggle to sell luxury EVs in China. They aren't doing so currently, but there are several Chinese companies that already sell EV vehicles which are just as good - perhaps even better - and for a fraction of the price. And a wealthy Chinese person driving around China in an EV Rolls Royce's is just setting themselves up to be a political target It will be even worse if you drive a woke Tata milk float.
Ok, and your smug attitude is a great example as to why this will fail. They greatly reduced their customer base and threw away the vast majority of brand loyalty. Any reasonable marketing person will tell you that is brand suicide. You buy a brand for the prestige and the built in customer base.
Are you kidding, Jon? A complete miss and misfire on your part. You are asking Tata Motors, the largest of Indian vehicle manufacturers in the international world to lean into and maintain an image of its colonial master for the sake of heritage? Seriously? You really missed it, Jon. There is nothing of relevance to Tata of the British colonial past.
I had the same initial reaction, but I have since changed my opinion.. *JAGUAR WASN'T PROFITABLE* Tata has given Jaguar years to become profitable and it hasn't happened. They needed about 800,000 sales annually and they were selling 10% of that. *JAGUAR NEEDED TO SWITCH TO SUVS* Like it or not, folks aren't buying cars anymore. Jaguar needed to switch to become the "luxury, sexy, British SUV" company...whoops! That already exists and it's called Land Rover. So, if Jaguar moved to British SUVs, they'd just cannibalize Land Rover sales. *JAGUAR NEEDS TO BE SHUT DOWN* They have tried and there's just no business case for Jaguar to continue. Tata needs to shut down their manufacturing plants and close down their extensive dealer network. Such a sad end to a storied brand with history. *TATA NEEDS AN ELECTRIC BRAND* Tata needs to get into the EV game. They need to pick a name that they can trademark and register in multiple countries. They need to create some hype and image and a brand that people will recognize. They need to build a manufacturing plant and create an extensive dealer network. That's going to cost billions. *WAIT A SECOND!* Tata needs a name that they can register and that people will recognize? They already have that...Jaguar! Tata needs a manufacturing plant? They already have that where they build Jaguars. Tata needs an extensive dealer network? They already have that with Jaguar...and their mechanics will have cars to work on until the new ones start needing service. Why spend billions to shut down one car company and billions to startup another one when you can just transition a current company to something different?
I get that, but they don't have to tear down 100 years of history to get to it. Make a move to an EV product (if you have low sales, going for 9% of the market isn't a bad idea). They did have SUVs, but only ONE of those was profitable according to their COO. In this market, how could Jag not be profitable and successful with an SUV - that's a brand identity issue. And that need to switch to SUVs? Their next, new, upscale product is said to be a car.
Good points! The strategy could work. No one cares that the Xiaomi SU7 has the name of a mobile phone company or that the XPENG G9 has an unknown name. If the Jaguar battery electric products are good they will sell. I'm not sure charging more and exclusively targeting the Porsche and Maserati price range will be wise, but time will tell!
@@AllCarswithJon "how could Jag not be profitable and successful with an SUV - that's a brand identity issue" Yes, that's very odd. Porche Macans and Cayennes are sporty and sell well. Land Rover has lots of SUVs, but none of them are sporty. How come sporty Jaguar SUVs couldn't make any profit? Edit -- Maybe the sportiness is not a big factor when people are cross shopping a Porsche Cayenne with a Range Rover "Sport"? I don't know.
the new modern China has no emotional attachment to Britain and releasing the hounds to go fox hunting. They are a modern country, built on latest technology and if China is the new target market, then the company can easily shred their nostalgic history because to the new buyers in the new market that history does not matter. It matters only to markets that have historical and emotional attachment and China and especially the targeted generation of wealthy buyers does not have that in relation to Jaguar.
Maybe I'm just salty that Jaguar's move upmarket to Bentley territory means I'll never own one now....
@@AllCarswithJon never own a "new" one maybe...but the classics are far better anyway 😉
As beautiful as classic Jags are they all have one thing in common. Lucas Industries. The Prince Of Darkness 😀
I'm enjoying the fact that for the first time in what seems like decades it's back in the public consciousness. We can argue about the details of the campaign, but it's doing exactly what they wanted IMO.
As for the rebrand, it absolutely reeks of "brand of purse you find at TJ Maxx".
They never left the public consciousness. In spite of all the years that have passed since their pinnacle of popularity, everyone's who truly loved cars maintained respect for their tradition and forgave their gradual abandonment of their classic styling. Consider the most recent Volvo campaign: year after year they lean more thoroughly into what they have as their core value; safety and they're winning, big time. Jaguar has abandoned all traces of what made them prestigious. Their only hope now is to reconsider and come back to their time honored traditions
I start to think they will launch other products than cars. They don't have cars that sell so they will use the brand for clothing, furniture and other products. The ad is just art. The problem they have is a management team that is gay only and full of DEI bullshit. I don't see them recover as a car brand. 50 years of malfunctioning cars is hard to turn around.
It never ends well when a CEO thinks he is above the brand rather than being a caretaker for the brand.
But, you have to bear in mind that, Jaguar is no longer a British company.
The parent company is Indian but there are headquarters are still in England
You're right. They're not a British company anymore. They are headquartered in England but that is their image. Their image is one of a British company, a British car manufacturer. Okay, when you think of jaguar, that's what you think of that's what a lot of people think of when you think of B m w you think of Bavarian or German car company when you hear the name Honda, you think of a Japanese car manufacturer.
So that's how that works, they have an image they need to play to that image, they need to make cars that works with that image
Re: The classic British Jaguar styling. Jaguar kept that traditional styling (XJ X350, S-Type, X-Type, XK X100) until around 2001-2005 but for whatever reason Ian Callum felt he could not evolve that styling further. I don't know if Callum's decision to abandon traditional Jaguar styling was right or wrong -- I wonder if Jaguar can still backtrack on that now?
In isolation the more modernised XK X150, F-Type and X351 XJ look quite good I think, the XE and XF are OK looking too if a bit bland and generic. The F-Pace and i-Pace don't look bad, but not particularly stylish either IMO.
@TassieLorenzo to be fair Bentley didn't seem to have a problem evolving their classic styling up until this day
Unsure that ad would sell much at home in India.
Oh well, that’s the end of Jaguar.
It’s gonna be the Bud Light blunder of the automotive world.
Jon is right again. I think Jaguar is on a path to destruction.
“Copy Nothing”
Immediately copies Chrysler 300 grille
I like how you made sT00pid look like two wheels. That's already a better Jaguar logo.
LOL. That wasn't my intention but thanks for pointing it out. I just tried to gently mock the upper and lower case usage of the new Jag logo.
8:28 Some weeks ago I spottet a classic XJ.
As a Cadillac-guy, I everytime thought about Jaguars, they are some what quite nice.
But now, in this sad era of SUVs, a classic XJ suddenly appears as (one of) the most beautiful cars ever built...
The XJ used to be unmistakably unique. Most SUVs are homogeneous blobs. Unfortunately GM has screwed up Cadillac too for the same reason, sedans don't sell anymore.
Jag has been emasculated and castrated.
I worked my entire life to be able to afford my 2008 Jaguar XKR. It's a beautiful car...reliable, fast, classy. It's a damn shame they have eschewed they lengthy heritage of unique and distinctively British cars.
oh no.... I better watch the whole thing before I comment...
Okay, I'm back from 11 minutes in the future. Great analysis, Jon. One of the best reactions I've seen on UA-cam yet, and I'm not BSing you on this one. Thank you for not harping on the ad, but rather addressing the very obvious elephant in the room nobody is talking about: throwing away a hundred year heritage.
On a side-note: as someone who has always been very, very plugged into automotive industry and news, I had no idea Jaguar was even still around.
Whew! Thank goodness you're okay with Jon's reaction. Luckily he didn't harp on the ad so you wouldn't have to correct him. I'm sure Jon will be sleeping well tonight. I have to be honest, when you wrote "oh no," I was quaking in my boots.
By the way Raymond, I'm kidding, started watching your videos, good stuff man!
I read 'oh no' and thought "oh boy, here it comes!".
Appreciate you watching it first (psst- not everyone does!).
I have an opinion, but I always try to be at least a bit fair. Jag needed to change, but I don't see shredding 100 years of history to be the right move.
@@AllCarswithJon Appreciate your channel, Jon. I'm sure we don't align, but I like car videos
@@misternordberg3675 ;-)
The new logo looks like something on a ladies handbag. MK Michael Kors! Stupid and they pay millions for it while not having any cars to sell until 2026! 🤡
And multiples more in FREE marketing like this. No one was talking about Jaguar for many moons until now.
That commercial is terrible. The new logo is terrible. The complete reset is an admition that the brand was done. Theyre lucky to have an owner that is willing to throw money at the brand, as, said previously, the brand was done.
Its too bad as there was a point where they had a full lineup of sedans, a coupe or two and they were every one of them gorgeous, with some serious performance options. Its too bad that they let that momentum die.
Good point! Off the top of my head there have been no new Jagaur products since about 2015, it seems like JLR have only been investing Land Rover products.
4:00: I live in an apartment complex in North Carolina. I noticed a few months ago a Jaguar sedan parked in the lot. I was thinking "it has been DECADES since I saw a Jaguar in person. It was around for a couple of months and is now gone, either the owner got rid of the car or else moved.
They aren't common but late model Alfa Romeos aren't common either.
You can still find them on craigslist for reasonable prices. I bought 3 90s Jags there and they are daily drivers and reliable. I do all the maintenance myself though, def going to cost more if you don't do it yourself. I live in the Raleigh area so you can find them locally.
I've owned... 8(?) Jags at this point and my hot take is: they wouldn't need to rebrand if people bought the cars.
(Sidenote: they didn't fully abandon the past, "Copy Nothing" was Sir William Lyons' company motto/ethos before Grace Space and Pace arrived)
The Grace/Space/Space and the wood and leather and classic styling I love, but the mass market has spoken, and they don't care. The Ford era cars, which I love, never made any money. Ford never made any money for the 20 years they owned them. Tata has never made any money on Jaguar either, the F-Pace is the only one that has returned its own development costs. BMW has been making record profits by making ugly 4 cylinder crossovers with big screens, consumers don't care about what Jaguar has represented
If you ask the average person what a Jaguar is, they'll just say unreliable. They've tried so many different things over the years, and it hasn't worked. The average consumer doesn't care about their rich history or their racing presence.... So i completely understand tossing everything out and starting fresh. Low volume is better for Jaguar, they've never been successful in the mass market, they don't have the R&D and refresh cycles that BMW and etc have.
The problem with jag is they've been incredibly unremarkable since the 70s never the best at anything. The image of BMW that sells ugly 4 banger suvs is built off of excellent cars even today when they try the cars are good jag is meh.
@@TwoDollarGarargeThat kinda reinforced my point. What's the point in leaning on your heritage if nobody cares about it or it's not good to the majority of people.
They cannot compete in the mass market, it has never been profitable, the cars have never been good enough to do it. The series 3 XJ, which is probably one of my favorite cars of all time, was designed for like 800k in 6 months because they didn't have any money to redesign the previous car, so they just facelifted it. They haven't turned a profit in almost 40 years
@Black-Villain When I think I want to sell my e46 325i convertible I take it for a drive and decide not it's a fun car that makes me smile, same with my friends e93 328i vert. People say the germans are past their prime maybe, but they know where to put more effort and where to put less.
@@TwoDollarGararge I agree, the E46 is a great car, and BMW has a long history of making driver's cars... But I don't think that sells X1's and X2's, go drive one and you'll see what I mean. Most people I know who have bought a new BMW, aside from the M or M-Sport cars just bought them because they said they're fancy and the tech, not one mention of "The Ultimate Driving Machine"
@Black-Villain Yes, like I said, some cars.They put more effort into and are genuinely magical and some are quite lazy but so well because the image has been established.
Why buy a more luxurious Jaguar if for that money you may get Aston Martin?
Great point.
"Copy nobody", then proceeds to copy all the other woke companies. SMH. The brand will have a hard time overcoming this, if it can.
@@doug6191 what exactly is woke about the logo or font?
Jag sold 8300 cars in the US in 2023. Rebranding was vital.
W.R.O.N.G.
It’s like saying “Jaguar sold so few cars that shooing off their current customers was vital”🙄
@mrgurulittle7000 and that's like saying 8300 is enough buyers to operate a company for
@@BobbyEvtimov what's wrong
Yeah, I thought Ford did a better job too with keeping the original unique design philosophy. Tata made them generic and tried to sell them to BMW owners when they obviously couldn’t compete in quality and durability. Ironically, the men in suites who most likely accounted for 99% of Jaguar’s sales were the most isolated ones from the new Jaguar commercial. It’s just so dumb. They could’ve done some wonders on the brand like bring back Daimler and change Jaguar’s design philosophy back to its former self. I would miss the green lettered “Jaguar” logo with that chrome side shot of a pouncing cat.
Oh, and Jaguar going “all EV”? Sheesh! They really want to kill the brand.
Those modern fashions still look just like the silliness Rudi Gernreich was pushing in the 60s. Admittedly I find myself so out of touch these days that I almost expect the opposite outcome from any prediction I make, nevertheless, I predict this will be the death of Jag.
Yes, the look and colors of the Jaguar ads is very late 1960's-1970s mod.
Mischievous Sylvester has turned into Garfield!
Jaguar hasn't made a "I want one of them one day" car in decades. Emotionally sterile that sparks nothing in the "soul" or subconscious. The trade off for Jag has always been their styling, engineering, some freaky concept/race car , "mood" emotion that it gives the owner - satisfaction/pleasure & pride, to them out weighs the cost of its reliability. Sadly the negatives have increased over the positives over the years their reputation for reliability hangs over them not like storm cloud, more a tornado.
They have never been afraid to shock - Think what the Mark X (10) was to mark IX (9). XJS replacing the E Type. The last XJ model. No retro all completely new direction of size/style, rebellious, yet edgy classy.( yes the people of the time, reacted, complained and were upset. 40yrs later those "shockers" were the "retro" influence of their models, received with nods & claps)
Jaguar really has to lift its quality control, reliability & service if its to survive. There's a reason why people don't buy or return purchase a product. They have heard or don't see value and/or trust in the product so distance themselves from it.
We found your video as always very good and insightful. Jag was always off our radar. Not often seen on the street in our location. We won't miss it. Seems all the legacy manufacturers are in the throws of change right now. Good video, Jon.
I have many comments on Jaguar new ad n direction, as i say about selling farm machinery, it doesn't matter whether you got all new technology or tractor is trend setting, as child at agriculture field day if you cant access that tractor because they lock the doors then you have lost a generation. Big brands knowns this, that why they sell children toys, clothing n just like your wife they sell clothing, kitchen/house items knowing their part of financial decisions too.
So what this mean for Jaguar? Keep it luxury but affordable, allow children to dream of owning one, produce racing Jaguars car for track teams, make Jaguar mx5 then move up to James Bond, Bentley competing car. By locking out bottom end, by polarising children dream you will become a doom car company. Aka MG/Mini brands which Leyland struggle understand but Germans n Chinese knew what to do with.
Hell yes, speak the truth! I believe this is the end for Jaguar. And it’s so sad. I had so much to hope for before they came out with that gay teaser reveal because Jaguar said they were moving upscale. So I thought maybe they’ll bring back the Daimler marque for executive sedans to rival Rolls Royce, and Jaguar could maybe move up to where Aston Martin is. Heck, for once I thought the E Type could be revived to rival Aston’s DB series. But too bad!
RIP Jaguar 1933-2024🌹
Massive amount of free marketing on top of the initial spend.
1. As a company Jaguar has been circling the drain for a few years now thanks to unimaginative designs and lack of new models. I think we are witnessing the moment they disappear down the plumbing.
2. If they wanted to keep the name, why damage the very brand that trades so heavily on heritage? They should have gone with a new name if they wanted that badly to disassociate from the old brand with this nonsense rebrand.
3. Just who are they hoping to sell to? Rich people who buy luxury vehicles in the Rolls/Bentley category are usually middle-aged guys or Arab royalty. This advert says "I want to look miserable while wearing a bright green tutu". This advert will only alienate their target customers as it seems to be aimed at young inner city "fashionistas" who would not be able to afford a Rolls or a Bentley, nor have anywhere to keep one, nor probably even desire one in any case. Even the rich care about their public image, and given the deserved ridicule for this advert they will think twice before associating with the brand now.
All your points are correct. This is the result of insulated thinking and no one objecting. I'd imagine their marketing department has very little diversity of thought.
I'm closing toward retirement and was looking for a luxury car. Was on the fence for an English or Italian car, but was considering a 2 or 3 year old Aston Martin/Maserati or 1 or 2 years old Jaguar or Alpha Romeo. Now, definitely will be a AM or M car. Anyway, I do not fit the new direction regarding their demographic customers.
Nor do they want you. I'm not meaning that as an insult, it's just the way it is.
American Motors?
@emjayay Aston Martin or Mazarati...LOL not AMC
I agree. Maybe Jag management looked at how BMW made their cars ugly and decided to go that way. I was looking foward to replacing my F10 550i until I saw the new 5 series.
Good call on the Fanta girls. 🙂
Jaguar are rubbing their hands together in glee, more free advertising. Especially from a middle aged man who sees their brand as aspirational. This is exactly what their advert is all about - brand awareness. Well done. They aren’t looking at you, they are looking for people with enough money to buy their products.
I have always loved the "leaping jaguar" logo. It is so classy.
I have a fishing hook rigg that look like the Draguar sign / logo !!
9:22 ps: No, jaG aren't "leaping" at all anymore'. They took their leaper out behind the shed & put the poor old cat down with this rebrand. No more leaping.
UA-camrs based in the UK are utterly ripping apart Jaguar’s relaunch. Sad to see a legendary marque ending up this way.
Thank you for your sticking to the real issues with Jaguar and its new marketing, not calling the video 'woke going amuck' but more about what is it selling or not. It doesn't sell cars, none appear in it, it could be for perfume/cologne brand. One of the best ads for a car was one for Jaguar in the 1990's showing a sedan with the song 'And Now' by Etta James playing. Total class and selling a car. I live 20 miles from JLR NA HQ in Mahwah, NJ (ironically that of a large Ford assembly plant from the 1950's to the 1980's). I can see the need to redo the signage on that building and a lot of dealers angry at having no cars, having to so expensive remakes of their dealerships, some ditching them for sound business reasons.
You hardly ever see Jaguar cars on the road here in the UK, and whenever anyone mentions them, it's in relation to some old model from the 1960s. Jaguar is very nearly dead. If they kept going as they are, they would be completely dead. A very major revamp was needed to stop the brand from closing down completely. This rebrand may give Jaguar at least a few more years to live.
Great advertising for...Rolls Mercs, etc!!
Not stoopid. It worked. Mission accomplished. Stuffy image gone.
Sadly, I was raised during the Ford era of JAG.
While I still love the early 2000s styling of the Jaguar brand. Really the only car that I liked from the last few models that they had was the XJ. because I feel like it still represented what a jaguar was supposed to be about a fast, beautiful and luxurious sedan.. though I know Jag has had a long history of ups and downs. I always will be secretly rooting for them. It has an amazing history and some of the most beautiful cars in history. Although the unwillingness to actually work on the reliability and craftsmanship will always be the downfall. So while I know if the Jaguar brand ever comes back, it will most likely be an out of reach luxury brand. Though as long as the products that they produce show craftsmanship and attention to detail and luxurious. It will continue to be a dream Brand as it should've stayed.
The leaving the past behind XJ was the most beautiful luxury car available for the whole decade it was produced. It had something no one else had.
Hey John you need to do the Moterweek review on the 1988-1991 Sterling/Rover 800.
He already did one on the 1987 Sterling 825.
A 1989 Sterling 827S was my first car. My dad was British car crazy since he had a TR6 in the 70's. Learned how to work on British cars and now I own old Jaguars and love them.
Reserving judgment until I see the the car or SUV or whatever they're coming out with at their art installation.
The drivers seat is liable to be in the center or something. Haha
I would probably never have bought a Jag before, but now they have completely eliminated the 'probably'....
Jaguar is putting the nails in their coffin ⚰️!
Dear Jaguar, Bad.
Dear ACwJ, Good video. Thanks.
They want to be "new, different, cutting edge". Remember when Cadillac changed their marketing from "stately, luxurious, elegant" to "angular, fast, exciting"? I thought it was a huge mistake then, and I think Jaguar's making a similar mistake now.
Jaguar is famous for saloons and sports cars.
Land Rover is famous for SUVs.
Nobody buys saloons and sports cars.
I think jaguars made a huge misstep going in this direction. With this rebrand I think it's
Just haul a huge waste of money and time and effort. I don't think the direction they were going before was really working out too well for them because they've been slipping in sales for some time. But yeah, I'm not sure. An all electric vehicle is really going to be getting them where they need to go. I think there is a market for an EV. Vehicle, right? They have their place, but yeah, you've got to keep mind. There's a very small amount of the population that is buying cars right now. That wants to buy an EV. It's something like 6% of the population that are buying cars Which is not very much.
So I would have to say that I think jaguar is him for a huge catastrophic mess, and I feel as though that whoever was responsible for this rebranding is going to be really unemployed, probably for some long time and let's not forget they're not going to be able to sell anything brand new. Their dealerships aren't for an entire year. I mean that right there is, you know, corporate suicide nearly I mean what they were producing wasn't selling very well, but at least it was selling, I mean that's some money coming in. How they're gonna get through all of this? It's gonna be interesting, maybe somebody Tata. We'll have some common sense and go back to producing something that they can sail and stop putting out ads that look like some bizarre dystopian, weirdo.Future kind of c***
I cannot wait to buy my new whatevermobile in British racing pink.
They hear the phrase "classic british man driving on country roads" and are actively repulsed by the idea.
Cadillac did this with the Celestiq
My only comment is on the fanta comparison.
The new Jag ad reminds me of the "Obsession" ads from the 80s.
I don't dislike it. I think it's artsy and quirky....but not a good use of advertising dollars.
The final thread of relevance Jaguar may have had has been severed. Bummer.
Downton Abbey was a dramatization of the last days of the British aristocrat landowner/peasant system, set a century ago.
The reason that Jaguar SUVs could be Mazdas is because after several tries at establishing their own design direction Mazda decided to just copy Jaguar. Meanwhile everyone else is copying the style established by Jaguar's other half, Land Rover. Have you seen the new Defender/Range Roveresque Hyundai Sante Fe?
I want everyone commenting here to name all the cars they purchased based only on logos and branding.
People buy cars based on some combination of engineering, performance, value and convenience I guess. The success of upstart Chinese brands like BYD and Xiaomi (not so much in the USA, but elsewhere) is testament to that I guess.
@TassieLorenzo are you sure? People are saying they'll never buy or never buy another Jag because of this rebranding.
I have owned 5 Jags; an XJS, two X types. an XF and an XK V8 and my next car…? ….that’ll be a Porsche! See ya, Bye!
3:36 are you sure those aren't different trims 😂
And... They´re gone...
Why no tittle on the small case j in the mew logo?
In the '90's I rented an XJS convertible, an XK8 convertible and twice XJ8 sedans. One day each. So stylish. Nice cars. Nothing appealed to me since. the '10's. Why is everyone ignoring the 800 pound gorilla? Woke!
Ford did to Jag what GM did to Saab. That said what was left at least had style and heritage. No longer true but Benz is no longer Benz either. Anyway Chinese market will pay for the brand name, not what it has become.
Ford actually did wonders for Jag. For the first decade plus they were largely hands off with design and made improvements to electronics and build quality. Where they messed up was cheap models like the X type or S type. Then the recession hit and that was that.
Well, I dont particularly understand why they are going this way. Because the people they seem to be aiming at domt particularly care about cars or Jaguar.
But to be fair. It was clear their current market strategy wasnt working. Nobody cares about Jaguar. Older more conservative times arent buying Jags.
Jaguar was built off sportiness and roadsters and sports cars.
People want CUVs now. And go to Land Rover for that.
Its not unexpected for them to shake the boat. But Im curious how it will go for them.
It has got people talking about the brand more than ever.
They sold under 10k vehicles last year. Something had to be radically done.
@michaeljcurry Agreed
Just think of all the new pretty handbags, vegan chocolate underwear, glitter lipstick and lifestyle dresses by Jaguar.........for men.
Absolutely correct. Wokeuar. Sorry no woKEuaR.
I hope you're wrong Jon, for Jaguar's sake.
This rebrand was poorly executed however jaguar and many other brands may need a rebrand. Were coming into an age where most of the cars are the same and every brand wants to be a luxury brand, companies like jag don't have the prestige of BMW or the image of reliability/ a bargain like Lexus or Genasis similar to lincoln the wierd middle child.
"companies like jag don't have the prestige of BMW" They don't? Some people are saying the "cheap and cheerful" 3-series-rival Jaguar XE was a mistake for Jaguar, yet BMW has small hatchbacks and compact MPVs like the 2 Series Active Tourer in their model range. Wouldn't that damage BMW's prestige? If anything I think not making a V8 Jaguar XE R as a regular production model (unlike the low volume V8 XE Project 8) to rival the BMW M3 was a mistake, not that the XE was too small and downmarket.
@TassieLorenzo that does not matter they can and have made a great car, but luxury brands are mainly about how they are perceived. Yes, bmw makes cheaper models purchased because of the badge they print money and it doesn't do damage the image of a jag owner is an older crowd.
@TassieLorenzo Plenty of young people want a bmw there in rap videos and are a status symbol that sells. Jags have the images of 2nd hand middle manager or an older model being driven by an 80 year old. If your brand isn't drawing in a younger audiences as an object of want, your brand is doomed.
Jaguar stopped being an aspiration for me with the 2010 remodel of the xj.
These clowns are literally buried Jaguar's brand and the boss of Jaguar is okay with that, he blame the people for their reaction, what a clown! 🤦♂#Bankrupt
You put your finger on something crucial: This looks dated already.
I still have my eye on the F-Type. It's such a beautiful car. This rebrand makes me want it less.
No you are doing yourself a disservice, the f-type is amazing please go drive one and you will forget all about everything that's going on
The F-Type is probably my most desired sport(y) car, but even if I had the money I'd pause simply because what will the service and parts be like for us "little people" when Jag moves into Bentley territory.
@@AllCarswithJon It's a shame they never made the V8 with a manual. It's difficult to pick which to get. I don't have the money for either right now, sadly
@@Jag-leaper I have seen a couple but never driven one. The F-Type convertible in burnt orange would be my pick for the most beautiful version
It's a great car but it's not in production any more. Jaguar claim they were losing money on the F-Type (and XE, XF, & XJ) and that's why they cancelled them -- hard to know if that's true or not.
Move upmarket? See what happened to Jeep and to some extent VW when they tried...move to electric? Not sure if any of the execs looked at the sales figures of EV makers...moving focus to China? Lets see they compete with BYD, Nio, and a hundred other EV brands over there...
The death of the Jaguar brand started with an Indian company bought them. Tata Motors does not make reliable vehicles. Land Rovers are notorious for being in the shop. You could say that LR and Jaguar's reliability got WORSE when Tata took them over. LR and Jaguar have lost their "Britishness" thank to Tata. Its quite unfortunate that Tata is taking the next step to completely dissolve the Jaguar's heritage.
No SUVis is distinctive they all look alike
I hope this logo and commercial are just jokes to spreqd publicty
I can’t afford a Jag. So I care not about all the hullabaloo from hot take vids. Sadly I’ve have to stick to my little Suzuki Ignus.
They have caged the leaping cat. Sad. They're castrating the marque. They've woked the masculinity of the brand.
Terrible.
jaGuar's pronouns are now "was\were". Jag was the ultimate luxury sports saloon here in Australia, my Godfather had one to go with his flybridge cruiser! I lost interest with Ford, then Tata gave me [false] hope. "Live Depressed". Cheers jOn. 🇦🇺
This is a complete joke. Jaguar is doomed to failure. Just like Mazda will fail trying to go upmarket, Jaguar will fail trying to compete with Bentley and Rolls-Royce. Neither will be taken seriously.
The Jaguar brand manager is named Rawdon Glover. Did you know that if you add a few spaces it spells Raw Dong Lover. I'll show myself out.
Mmmmmmm......
😮😮😮😮😮 no
Jaguar not jag-wah🤦♀️
Jaguar has always been junk. My neighbor has had a 1989 Jaguar XJ6 up on blocks in the yard for 20 years due to a bad head gasket. The best thing you can say about them is that they fail so frequently that there are complete kits for a 350 conversion. The car does look good, though.
So one person you knew had an issue. OK.
Yeah, 80s/70s jags were crap, Ford did wonders for electronics and build quality. I own 3 97-99 Jags, each with over 100K. All are reliable daily drivers. Like any car just do the regular maint like oil changes.
So far I think their rebranding is brilliant....now they have to follow up with brilliant designs and drive trains.
This is Jaguar so that will NEVER happen. they have been JUNK for YEARS even Ford couldn't make a dime off em
Its a weak biased attempt at a brand reset that bears no relation to the masculine aura of JAGUAR and the motto of pace, grace and space.
No one was buying them anymore.
Even Rolls Royce and Bentley will struggle to sell luxury EVs in China.
They aren't doing so currently, but there are several Chinese companies that already sell EV vehicles which are just as good - perhaps even better - and for a fraction of the price.
And a wealthy Chinese person driving around China in an EV Rolls Royce's is just setting themselves up to be a political target
It will be even worse if you drive a woke Tata milk float.
You forgot that Ford Moter Company (FOCO) owned them from late 1998-2008.
Nope, mentioned it in the video.
1989-2008
BMW are UGLY!
The rebranding serves a higher purpose and that is to expose the triggered, butt hurt snowflakes among us. 100% successful at doing that.
Ok, and your smug attitude is a great example as to why this will fail. They greatly reduced their customer base and threw away the vast majority of brand loyalty. Any reasonable marketing person will tell you that is brand suicide. You buy a brand for the prestige and the built in customer base.
@grumpyweds443 which one are you?
Are you kidding, Jon? A complete miss and misfire on your part. You are asking Tata Motors, the largest of Indian vehicle manufacturers in the international world to lean into and maintain an image of its colonial master for the sake of heritage? Seriously? You really missed it, Jon. There is nothing of relevance to Tata of the British colonial past.
I had the same initial reaction, but I have since changed my opinion..
*JAGUAR WASN'T PROFITABLE*
Tata has given Jaguar years to become profitable and it hasn't happened. They needed about 800,000 sales annually and they were selling 10% of that.
*JAGUAR NEEDED TO SWITCH TO SUVS*
Like it or not, folks aren't buying cars anymore. Jaguar needed to switch to become the "luxury, sexy, British SUV" company...whoops! That already exists and it's called Land Rover. So, if Jaguar moved to British SUVs, they'd just cannibalize Land Rover sales.
*JAGUAR NEEDS TO BE SHUT DOWN*
They have tried and there's just no business case for Jaguar to continue. Tata needs to shut down their manufacturing plants and close down their extensive dealer network. Such a sad end to a storied brand with history.
*TATA NEEDS AN ELECTRIC BRAND*
Tata needs to get into the EV game. They need to pick a name that they can trademark and register in multiple countries. They need to create some hype and image and a brand that people will recognize. They need to build a manufacturing plant and create an extensive dealer network. That's going to cost billions.
*WAIT A SECOND!*
Tata needs a name that they can register and that people will recognize? They already have that...Jaguar! Tata needs a manufacturing plant? They already have that where they build Jaguars. Tata needs an extensive dealer network? They already have that with Jaguar...and their mechanics will have cars to work on until the new ones start needing service. Why spend billions to shut down one car company and billions to startup another one when you can just transition a current company to something different?
I get that, but they don't have to tear down 100 years of history to get to it. Make a move to an EV product (if you have low sales, going for 9% of the market isn't a bad idea). They did have SUVs, but only ONE of those was profitable according to their COO. In this market, how could Jag not be profitable and successful with an SUV - that's a brand identity issue. And that need to switch to SUVs? Their next, new, upscale product is said to be a car.
Good points! The strategy could work. No one cares that the Xiaomi SU7 has the name of a mobile phone company or that the XPENG G9 has an unknown name. If the Jaguar battery electric products are good they will sell. I'm not sure charging more and exclusively targeting the Porsche and Maserati price range will be wise, but time will tell!
@@AllCarswithJon "how could Jag not be profitable and successful with an SUV - that's a brand identity issue" Yes, that's very odd. Porche Macans and Cayennes are sporty and sell well. Land Rover has lots of SUVs, but none of them are sporty. How come sporty Jaguar SUVs couldn't make any profit? Edit -- Maybe the sportiness is not a big factor when people are cross shopping a Porsche Cayenne with a Range Rover "Sport"? I don't know.
the new modern China has no emotional attachment to Britain and releasing the hounds to go fox hunting. They are a modern country, built on latest technology and if China is the new target market, then the company can easily shred their nostalgic history because to the new buyers in the new market that history does not matter. It matters only to markets that have historical and emotional attachment and China and especially the targeted generation of wealthy buyers does not have that in relation to Jaguar.
@@silentepsilon888Then they also could get rid of the JAGUAR name...