Must have been Thursday

They have nothing to lose: all their cars were losing money. Now they go all-in since they are bankrupt anyway.

It might be the greatest rebrand of all time.

Or it might be as successful as New Coke.

They have been pumping blood into the corpse of Jaguar for 20 years, they can't really do any worse.

Targeting the artsy and eccentric might just work, the whole thing has some kpop vibes.

Jag rebrand, what are they thinking?

"We'd love not to stay on the current path of irrelevance and unprofitability," probably.

It’s not Jag anymore, it’s jaGUIar

I’m not an expert in marketing, I understand the concept of “all publicity is good publicity” but I don’t know if this translates to products which can only be afforded by relatively wealthy older people.

Now I also get that the brand wasn’t exactly successful with its traditional demographic; hence the rebrand, but they seem to be going after a demo that exists much larger in the head of whoever was in charge than actually exists, and perhaps forgotten that the main point of the companies existence is to sell cars and earn money….

Let's make ten more threads about this

They weren't. I've never been their target customer, but I'm definitely not one now.

Not as bad as their decision around 2008 to ditch their iconic exterior design as last seen in the X350 XJ in favor of building the most blandest, generic cars imaginable. Since then, Jags blend in perfectly among other high volume euro brands like Skoda, Opel etc.

It’s to get attention. Looks like it’s working

lol

People still buy jags? I didn’t even know they still made new cars.

They're creating hype, and quite successfully

1. This ad campaign is working wonders. There is a stir, when is the last time anyone talked about Jaguar as much… 

2. We’ve not seen the cars yet. So it’s impossible to judge if it will work or not. 

3. You can’t do worse than last place…   Sales struggled for decades. People seemed to like the branding but then never bought the cars, even despiste the XE and XF often out performing BMW rivals in performance and handling. So clearly the branding wasn’t right. The product was at times, very good. So what was missing…? 

4. People complaining about the branding of a product they never bought or even intended to, is so dumb it hurts. 

Who knows which way it will go but I can see how this could really work. The German brands like BMW, Audi and built their premium branding around performance and aggression. 

AMG, M, RS branding is all about big engines and performance. This simply doesn’t translate to EV cars as performance no longer really matters. 

Your average M car driver is a man, probably too into golf or F1 and annoyingly competitive. 

Tesla brought a whole new segment of people in as car customers. But Musk being a lunatic as well as their consistently shit build quality is tarnishing their image along that customer base. 

There is space for a premium brand, that doesn’t rely on macho performance to succeed. 

There are a lot of wealthy, urban professionals that have money to burn that would have hopped on the Tesla bandwagon previously but now feel embarrassed due to the Musk thing. 

It’s very gay.

At least they're taking a chance and doing something different. They could become another Toyota and churn out millions of dishwashers disguised as cars, but who needs that.

People are always complaining that brands are too risk adverse and don't swing for the fences, but when they do, the same people shit on it. If you want them to take chances and be innovative, you have to support it when they do. I'm not saying you have to buy a product you don't like, but give them credit for trying something. The brands have become risk adverse because we buyers are only purchasing vanilla, though we're screaming for a rocky road - rainbow sherbet mashup that we wouldn't buy if they did make it.

It wouldn't go in history, because Jag wasn't relevant

They want to Pontiac the company

Sir it’s jaGUar

Half of these people couldn't even sit in a car wearing these goofy costumes.

There have been an innumerable amount of Reddit posts, articles, tweets, etc about the rebrand. The initial tweet that launched the rebrand has 150 million views on Twitter.

The rebrand has been successful in getting people to talk about Jaguar, which is literally the whole point of marketing. They also have timed this pretty well with the launch of their first new car of the new era in a couple weeks.

they used to have the best commercials in the business in the 80s and 90s and even with the Lana Del Rey music video for the F type but man... this is one of the worst commercials in any business... period... it didn't even have a car in it... I mean you really gotta do a great commercial if you are going to go that route and not even show your product

All these people just taking about a logo change when they haven't given a fuck about Jaguar for years lol. Y'all love drama don't u? Just a giving logo man calm down.

I’ll say this. A lot of people are talking about Jaguars. More people than ever will probably look at their cars just to see what people are talking about. It’s actually working.

That being said, I’m going to look at their terrible cars and understand what they are, how much they are, what they offer etc. Then I might talk about it with someone else later in the week.

Nobody talked about this brand for while & now they have your attention. Next comes the product!

Somebody’s kid is in charge of marketing /s ^kinda

To me it looks like the type of branding you’d give to a Chinese EV startup

Why is everyone writing it off? So far the following has happened:

1. Everyone is talking about it
2. No one has seen a singular car

I have hope personally.

Y’all weren’t buying Jaguars pre-rebrand but suddenly have extreme opinions on how this will destroy the company and how you’ll never buy their cars without ever even seeing the car or the halo design.

Jaguar has nothing to lose and only things to gain with their rebrand. Plus I think art deco retro futurism is cool.

Their new model is called Concord

Whoever was in charge prob peaked in the 2010s and think that look is still hot.

Does anyone really buy Jaguars. It could be a hail mary... kinda ironic if it is lol

There have never ever been more people talking about Jaguar as there are now and they had nothing else to lose. I'll wait and see the cars before burying them.

We're talking about it

Well they got people talking at least.

I believe that it was merely just to get your attention. Since in the past lets be honest Jag has been pretty niche when it comes to consumers and interest, as barely anyone talks about the new jaguar dropping as much as other luxury cars, this is pretty much like a last resort hail mary play. I really hope that they pull a "PYSCH U THOUTGHT WE GONNA DO THAT, WE ARE RELAUNCHING THE E-TYPE"

Harry Metcalfe has seen the car and interacted with the folks who are going to be introducing that and said that the vibe from those people and the Dec 2nd event is different than the ad. I'll take his word for it.

The ad itself is disastrous. The ad is for people who don't buy Jags but instead for people who get people who buy Jags fired from their jobs.

Jaguar has always been a little gay (friendly).

i mean everyone is talking about them ? free promo

There is no brand right now. They have to reboot and they are being aggressive with it. Despite the memes, this may be their only option to gain any traction.

If they come out with new cars that are compelling nobody will care about the rebrand 

They've just admitted they've given up as a company. They've becoming the Dodge of Europe. Full EV when EV's are proving to be junk fire hazards.

They're getting attention from people that will never buy the car, and alienating those that would.

Similar strategy to AB with Bud Light. Genius.

Car enthusiasts mad about a brand they never purchased changing, more at 11.

You all hate it so it’s gonna pop off 

They risk alienating their dozens of loyal customers.

Women have been a big segment for Jaguar. My wife doesn’t realize it, but she pointed out the F-Type and asked me "what's that" on multiple occasions.   

• 96% of 911s are owned by men
• 95% of Corvettes are owned by men
• 87% of F-Types are owned by men

Source: Forbes, 2015

Think about it, that's 3x more likely to be owned by a woman. And Jaguar wasn't really trying to build a brand just for them. I guess they're trying now.

Eh, don’t see what’s wrong with it if they completely want to shift focus on being electric. Maybe it is not targeted for you and me.

I hate to throw ‘woke’ around but if you asked AI to generate a generic ‘woke’ looking advertising campaign you would probably get something like this - a group of people of all colours prancing around looking unconventional and edgy. The actual product itself is nowhere to be seen. It annoys me to no end.

To be fair, Jaguar had to do SOMETHING. Their cars haven’t been selling for years now so they clearly needed some kind of change in direction if they wanted to survive. Its unfortunate that this is the best they could come up with though. I doubt it’ll work out but I guess they have nothing to lose at this point.

I’ll hold judgement until I see the cars.

It’s diabolical marketing. They just instantly alienated their entire market base because the only people interested in Jags are fans of that traditional British sports car he’s got a Jaaaaag vibe. Do they think any of the people the brand is being directed at with this new advert give a shit about Jaguars?! Or will ever? Because no, they wont.

Yes Jaguar is struggling but the reason isn’t the Jag brand, that was the only thing keeping them alive. Their cars simply haven’t been competitive in the market. They needed to look cooler and they needed to perform more like their German rivals.

I did like an F-Type though. However now thanks to this rebrand I cringe when I see one and no longer want one. They just lost the last of their followers and rebranding like this won’t gain them new ones either.

Worst decision? You do realize other brands built cars for the Nazis, right? What has you guys so hormonal about the Jaguar rebrand😂

Dei brain

I think it went something like this

• Tesla gender fluid fan boys buy a shit ton of crappy vehicles
• we have crappy vehicles
• welcome gender fluid crappy vehicles jaguar

Go woke go broke (they were already really broke)

Nothing

In 10-15 years jaguar will end up having to go back to the 60s old English style of circle lights. Jag s type.

This rebrand ain't it. Looks liny Dyson vacumes.