Jaguar Redefines Their Brand - Moving Upwards

[spwolf]

My opinion on why this campaign is having a serious hard time everywhere in the media - To respond to your evidence needs It certainly felt like that and its my opinion and many others apparently if you check X, Youtube, and Bluesky this isnt some random occurrence ( my statement stated "what seemed like" so you would be wise to unpack that aspect of the statement). Search your favorite social media platform and search Jaguar. I recommend to start gathering your evidence by watching Jaguar's Strategic Projects Leader speech where he teased about the car company's new vision of embracing DEI during a recent awards speech. The cars where not mentioned as a new benchmark for the company in terms of a speech focus the HR policies where listed as such. It was quite frankly exhausting because it didnt lead to anything regarding an automotive brand being empowered or emboldened from the perspective of a consumer or an enthusiast on the subject of an automobile manufacturer and the product it produces.

We all understand that Jaguar seems to be aiming for the Rolls Royce Spectre market but is this campaign the welcome carpet to that demographic of wealth?
Many Questions arise.

I don't work for Jaguar its internal culture operations is of no value to me as a person who admires some of their cars. If I was an employee the value is there but not to the consumer in terms of ROI. Nobody cares about the corporate culture unless you work for said company that should've been an internal event not a rebrand expo. Consumers are generally not interested on companies' HR policies from an automotive company when it comes to a person "Upmarket" considering a 200k +/- car. For example has anyone become a Mclaren or Mercedes fan because and are familiar with their HR department's culture connector program?

In my view its overselling something that nobody can buy or purchase or that most dont care about in a rebrand and this is why its getting dressed down from all parts of the political spectrum. DEI is not a new concept, it doesnt give the impression that a better car will be developed. Im not an overly emotional person so buzz words have no effect on me however firm sound business logic does. Being in the corporate world myself this type of marketing failed to speak to what people are interested in when looking at Jaguar the last thing you want to do with a failing brand is promote your corporate culture as a rebrand. Jaguar is currently failing is it not in terms of profit expectations correct for a myriad of reasons however advertising a re-branded work culture, onboarding and HR is not how the market has shown you stimulate a brand from the outside looking in the automotive space from failing to success.

Maybe their goal is to become niche and some type of fashion-forward integrated avante-garde smaller auto brand?
This can be a possibility i cannot dismiss.

Quite frankly you dont need to be labeled to dislike poor marketing. There is such things as poor execution no matter how one slices it. In my view labeing folks is a just a way to avoid tough conversations. Example using buzz words right , left , diagonal....the harder conversation is understanding people and being able to rationally have a conversation in this case a person interested in buying a car. That marketing was bizarre and not even the best Canva Pro user can save it or the wonderful icon Law Roach himself sadly in my opinion unless they provide some better context to how this translates to a car. We still have time to understand their marketing with more context. I give them the benefit of the doubt.

What disappoints me is i fear this lowers the bar for what we expect of a great brand like Jaguar if indeed this is all we expand on with its rebrand and its not some epic troll for exposure.

I hope they return back to its roots as a focused automotive brand

At the end of the day. This isnt the first time Jaguar as done radical changes but never like this.

We want great cars and consumers dont care about internal corporate culture when buying a car of said company. We care about great products.

I never looked at a car and bragged about said company's HR policies as a motivator to spend money and i wonder if that client exists to move the units sold to run an automotive company's profit margins. Even at the 400k level demo, is this type of marketing interesting to that level of buyer as an attractive proposition?

We shall see. This is in my opinion the end of the road for them if this doesn't work as they have tried essentially everything to revamp the brand portfolio. It doesn't surprise me that this radical departure would be a sort of last attempt at keeping the automaker alive. Thus throw out everything that made you what you are and lets try a new identity but the issue is who their aiming for may not even recognize the brand they are selling and may question the entire value prop.

Only time will truly tell.
Cheers!

a. that awards speech was for LGBTQ+ award he got, that was the show. So yes, he talked about LGBTQ+ stuff while accepting LGBTQ+ magazine award he got.

b. commercial was about marketing it as high end european fashion, have you ever seen Prada or Gucci shows?

And yes, there is no car right now. Who knows will there ever be as brand is going downhill forever now.

Thats the problem and not colorful high end fashion show they produced. They missed their targets and scrapped previous car so they are late. Due to various safety/security rules they will have to take cars our of market since it does not pay to update them.

In the end, JLR might not care as they are enjoying their record sales right now.

 

[Randen Montalvo]

a. that awards speech was for LGBTQ+ award he got, that was the show. So yes, he talked about LGBTQ+ stuff while accepting LGBTQ+ magazine award he got.

b. commercial was about marketing it as high end european fashion, have you ever seen Prada or Gucci shows?

And yes, there is no car right now. Who knows will there ever be as brand is going downhill forever now.

Thats the problem and not colorful high end fashion show they produced. They missed their targets and scrapped previous car so they are late. Due to various safety/security rules they will have to take cars our of market since it does not pay to update them.

In the end, JLR might not care as they are enjoying their record sales right now.

a) Yes, from a branding perspective in the US specifically, those two events are being correlated since he spoke on the rebrand, and the theme of that event easily corroborates what he stated the rebrand would be like. That fueled this whole media influx of Jaguar along with that ad campaign imagery being the newest company to be assocaited by the media with the term "Go Woke and Go Broke or that this is Jaguars Bud Light Moment" thats a rough corrolation. We see that now all over the internet, so there's that correlation. Its a media storm that isnt positive and thats where my shock came from aswell. In my content i figured it was a troll or gave grace to see the product but its simply bizzare stuff.

Lulu Cheng Meservey, co-founder of Rostra PR group, called the rebrand "disastrous," saying any ad from the company should "highlight innovation, and engineering" and "pick a clear lane for branding."

b) I love Fashion however its a bekram yoga stretch to see an auto manufacturer representing a rebrand gut their branding heritage. I think that was where the horror resides. It went from opulence to the unexplained with poor context.

Land Rover units are selling and is the reason for the postiive financial outlook not Jaguar as a brand of course. Jaguar of course have their well-known critical issues removing themselves from markets and are now going full EV. Thus i fear will consolidate the brand even more. I just dont see a scenario where Jaguar the brand as a EV manufacturer thrives. Honestly looking at them as a whole i think if this continues and the product doesnt live up to the hype. Jaguar will end as a brand. Do you want a 400k car with the media baggage that it carries? Thats a tough one but the buzz can die out aswell.

One thing is for certain they are getting hammered in all media and bad publicity is exposure but i have never seen so many outlets clown a brand. They need to provide context or else i do think this doesn't end well for Jaguar.

Mark my words based on everything im seeing now im going to go on a limb to state i dont see Jaguar as a brand making it if this type of direction bleeds into its EV chapter. I think many will write off the brand. I think that CEO gets fired or leaves.

Willing to be wrong . Time will tell. This will be archived so i cant wait to revisit it years later.

 

[Levi]

I think Jaguar will disappear as Lancia did. I don’t see Maserati and Alfa Romeo surviving either. Maserati is more expensive than Jaguar, they don’t sell. Maserati is not less reliable than Jaguar. I am not sure how well Lotus will do in the next years. And Aston Martin is not in a great situation either.

There is not market for the brands anymore.

 

[Gor134]

Maserati is a whole nother level of "what are you doing"... they discontinued the Levante in arguably the most profitable luxury SUV segment with no successor.

 

[Levi]

Maserati is a whole nother level of "what are you doing"... they discontinued the Levante in arguably the most profitable luxury SUV segment with no successor.

The Jeep Levante is on old platform, it was not selling well. The Grecal also, it looks ugly. When Maserati targeted Chinese buyers with their designs, sales fell. Sales fell before too, because all their cars were 15 years old (like LS, LX and GX).

 

[carguy420]

I think Jaguar will disappear as Lancia did. I don’t see Maserati and Alfa Romeo surviving either. Maserati is more expensive than Jaguar, they don’t sell. Maserati is not less reliable than Jaguar. I am not sure how well Lotus will do in the next years. And Aston Martin is not in a great situation either.

There is not market for the brands anymore.

I feel like Aston Martin might still do somewhat ok. Not confident in Geely being able to manage Lotus properly though.

 

[Gor134]

The Jeep Levante is on old platform, it was not selling well.

Ok?

Normally when a car is on an old platform, it gets replaced with a new generation.. especially in a hot market segment. That is what I am addressing.

 

[Levi]

Ok?

Normally when a car is on an old platform, it gets replaced with a new generation.. especially in a hot market segment. That is what I am addressing.

They replaced the aging Granturismo, it actually skipped a generation. Next could be Quattroporte. They have no platform other than rebadging the new Jeep. Yes, they have to replace it. But one wonders why the “Kubang” from 2004 came so late as the Levante.

 

[Randen Montalvo]

I think Jaguar will disappear as Lancia did. I don’t see Maserati and Alfa Romeo surviving either. Maserati is more expensive than Jaguar, they don’t sell. Maserati is not less reliable than Jaguar. I am not sure how well Lotus will do in the next years. And Aston Martin is not in a great situation either.

There is not market for the brands anymore.

Good point. I would have to agree. I hate to admit it but, I think your correct. Lotus i think having changed course from the full EVs course can now continue the Emira buzz with something more powerful and unlike Jaguar their brand is still prestigious i would say in the eyes of the market. Their marketing has been very well received and on point they just have debt issues. Great thing about Jaguar is they have shown to others companies what not to do with a brand no matter how ambitious which is a great thing long term.

I think Lotus has a future but all companies must retool the EV only strategy if they want to survive. Its certainly proving to drive many companies to go broke. Im a fan of EVs but its brutal whats occurring in the market. Jaguar is headed where all the major companies are saying this isnt profitble right now and thats a scary thing. It takes alot to be Tesla we all remember how Fisker showed us how that pans out for those without significant demand.

Because of how chaotic the upmarket auto scene is , it certainly doesn't speak stability for Jaguar to go not only their but full EV.

I think where going to see a lot of brands fall in the coming years or further acquisitions if this volatility continues.

 

[spwolf]

a) Yes, from a branding perspective in the US specifically, those two events are being correlated since he spoke on the rebrand, and the theme of that event easily corroborates what he stated the rebrand would be like. That fueled this whole media influx of Jaguar along with that ad campaign imagery being the newest company to be assocaited by the media with the term "Go Woke and Go Broke or that this is Jaguars Bud Light Moment" thats a rough corrolation. We see that now all over the internet, so there's that correlation. Its a media storm that isnt positive and thats where my shock came from aswell. In my content i figured it was a troll or gave grace to see the product but its simply bizzare stuff.

Lulu Cheng Meservey, co-founder of Rostra PR group, called the rebrand "disastrous," saying any ad from the company should "highlight innovation, and engineering" and "pick a clear lane for branding."

b) I love Fashion however its a bekram yoga stretch to see an auto manufacturer representing a rebrand gut their branding heritage. I think that was where the horror resides. It went from opulence to the unexplained with poor context.

Land Rover units are selling and is the reason for the postiive financial outlook not Jaguar as a brand of course. Jaguar of course have their well-known critical issues removing themselves from markets and are now going full EV. Thus i fear will consolidate the brand even more. I just dont see a scenario where Jaguar the brand as a EV manufacturer thrives. Honestly looking at them as a whole i think if this continues and the product doesnt live up to the hype. Jaguar will end as a brand. Do you want a 400k car with the media baggage that it carries? Thats a tough one but the buzz can die out aswell.

One thing is for certain they are getting hammered in all media and bad publicity is exposure but i have never seen so many outlets clown a brand. They need to provide context or else i do think this doesn't end well for Jaguar.

Mark my words based on everything im seeing now im going to go on a limb to state i dont see Jaguar as a brand making it if this type of direction bleeds into its EV chapter. I think many will write off the brand. I think that CEO gets fired or leaves.

Willing to be wrong . Time will tell. This will be archived so i cant wait to revisit it years later.

I think #1 problem you have, no matter how you try to avoid it, is that you think this is result from DEI since DEI is new cool word of the day and it is cause of everything bad in the world. You are now talking about Bud Light, quoting some unknown PR group. You know where these things pop up? On Fox news.

No, you do not love fashion if you think this ad is dei. I can assure you that in that case you have not seen any fashion shown for high street brand, especially European in past 30-40 years. Google some Gucci or Prada shows.

Same goes to oh they went EV, and EV is dei? lol. I think you live in a very closed world if you think EVs are dei.

So again, moving ad to the side. They product sucked for a very long time, they didnt know what to do with it so they decide to do something different. Their main problem is - they dont have a product right now.

Or rather, their main problem is that Land Rover is doing well, so they decided to try something else with Jaguar and appeal to different profile of customer. And they are late 2 years for it because they cancelled their first model.

 

[spwolf]

I think Lotus has a future but all companies must retool the EV only strategy if they want to survive. Its certainly proving to drive many companies to go broke. Im a fan of EVs but its brutal whats occurring in the market.

Again, what is occurring on the market, or rather what do you think is occurring on the market? Who is making a switch to EVs and regretting it?

Again, you have wrong ideas about whats going on and somehow it is all related to politics.

 

[Randen Montalvo]

Again, what is occurring on the market, or rather what do you think is occurring on the market? Who is making a switch to EVs and regretting it?

Again, you have wrong ideas about whats going on and somehow it is all related to politics.

Again, you may want to research Volvo, Ford, General Motors, and Mercedes-Benz, who are recently scaling back their previously ambitious "EV-only" strategies, opting to include more hybrid vehicles in their lineups due to slower than expected demand for fully electric cars and concerns about market readiness for a complete transition to EVs.

Again, reading fundamentals are important there was no political statement in what you quoted. Going broke going full EV is a market business tech direction that is proving futile on many fronts. There is no politics in going EV.

Try again please.

 

[Randen Montalvo]

I think the #1 problem you have, no matter how you try to avoid it, is that you think this is the result of DEI since DEI is the new cool word of the day, and it is the cause of everything bad in the world. You are now talking about Bud Light, quoting some unknown PR group. Do you know where these things pop up? On Fox News.

No, you do not love fashion if you think this ad is dei. I can assure you that in that case, you have not seen any fashion shown for high street brands, especially European, in the past 30-40 years. Google some Gucci or Prada shows.

The same goes for oh, they went EV, and EV is dei? Lol. I think you live in a very closed world if you think EVs are dei.

So again, moving the ad to the side. The product sucked for a very long time, and they didn't know what to do with it, so they decided to do something different. Their main problem is - they don't have a product right now.

Or rather, their main problem is that Land Rover is doing well, so they decided to try something else with Jaguar and appeal to different profiles of customers. And they are late 2 years for it because they canceled their first model.

I think the #1 problem you have, no matter how you try to avoid it, is that you think this is the result of DEI since DEI is the new cool word of the day, and it is the cause of everything bad in the world. You are now talking about Bud Light, quoting some unknown PR group. Do you know where these things pop up? On Fox News.

Always fun to deal with these types of assumptive position-based rebuttals, I will play today. I need a break from programming and im a fast typer. Read, Set, Go!

#1 To tell internet folks problems they have ( that they cant avoid LOL ) with zero questions asked shows a level of incompetence. I don't assume you are incompetent, but your approach displays as such with its gross presumptions all spining into some negative void. Ask questions and stick to points and context before problem-solving "problems" that only exist to you. I have no problem at all, we are all sharing opinions on things that don't affect us directly on an open forum. Connect that bridge before crossing, my friend. I do have a problem actually but its more on the lines of a different subject sadly. If you must know...... im trying to figure out how to program my two home Anker Solix 3800 series batteries to use flat rate kilowatt usage via the app and cycle automatically without using its time of use function feature. If you can solve that for me that would be a problem i cant avoid now please & thank you.

A) Reference to Bud Light campaign correlates to the media labeling Jaguar "woke" due to its marketing being pushed by DEI based company changes that have been publicized. This negatively affected Bud Light. The concern is with the rebrand that it will also negatively effect Jaguar which is struggling as a brand. The post is Jaguars rebrand to which we are discussing - Valid Point well within context.

B) Reference to the PR Firm is a well known. Kind of shocked you dont know why she was quote-worthy featured in numerous media outlets on Jaguars rebrand. That popular PR firm is affiliated with Fleishman Hillard one of the leading global PR brands. Fleishman Hillard knows a little bit about marketing some would say.

#2 DEI as a policy was mentioned in the conference this is a fact. It was said in a forum where that was welcomed and expected was it not? That inclusionary vision crossed into the rebranding very well, most would say, and it's what's being carried by various media outlets now and bashed. To reference this is factually accurate. If it's a buzzword, you can thank the speech and the branding representing it accurately. I appreciate the attempt here, but it's ill-fated to spin it into something else. I won't take the bait.

#3 Nobody mentioned that DEI is an EV or a technology. Please try again here. What's being discussed is the "marketing" being affected by these changes via culture direction within Jaguar think moreso internal HR culture blurring the lines into the actual brands image that we all are witnessing. Appreciate the attempt here, but this is where asking questions is key and not assuming one's opinion. Asking questions will help you slow down the continuous goal post relocations via your assumptive responses.

#3 I appreciate you bringing up Fox News, but very confused as to the point of correlating Fox News to something negative or trying to cross reference my frame of thought to Fox News. It's a news channel, CNN, FOX, MSBNC, and CBS have all the content pieces on Jaguar's rebrand fiasco. Let's be fair to all media outlets. If you think news media is negative or bad, I'm unsure how that means anything to anyone else who doesn't share that thought process. Appreciate the attempt here at somehow showcasing a media channel and correlating it to my opinion, which is bizarre as I don't work for Fox News or am even a dedicated viewer.

No, you do not love fashion if you think this ad is dei. I can assure you that in that case, you have not seen any fashion show for high street brands, especially European, in the past 30-40 years. Google some Gucci or Prada shows.

I do not love fashion? I need to prove to you what i enjoy? Your again telling me what i enjoy as an adult? This is hilarious and pure comedy central level statements. I litearlly laughed out loud because its been a while since i veiwed this type of E-behavior. How presumptuous you are yet again its like i know you my friend personally to know these things. Again, I'm not saying you are incompetent it just giving or rather showcasing this behavior because you are assuming something yet again without even knowing how much I enjoy fashion or how it's been a part of my personal\professional life. Because you are very presumptuous, I will say although some may doubt New York City has a little fashion scene that still carries on to this day. I would say some of the most popular and many fashion events i witnessed occurred intitally at a nice place called Bryant Park in New York City initially, where my office was, then those events moved to uptown. I used to work for a company that was very involved with those events, but hey, that scene may not be fashionable to you. I will accept that reality since I will not assume. I think your approach is very limited and narrow and could use more bandwidth here. Gucci & Prada? Oh no if your going to ask I would rather watch Emilio Pucci & Ferragamo content, please. My wife lives for classic Emilio Pucci designs.

I would recommend you Google what is a feedback loop conversationally. It will help you plug in the gaps to avoid running to tropes and genric labels and instead ask thought-provoking questions based on what actually is being said.

Have a Starbucks refresher on me today please and for the love of Jaguar......slow down with assuming you know people you have not the gaul to ask a proper question to before claiming to know their underwear sizes.

That was fun.

Cheers,

 

[ssun30]

I'm really confused how there are three pages of discussions on an announcement where no cars were shown.

 

[Randen Montalvo]

I'm really confused how there are three pages of discussions on an announcement where no cars were shown.

Don't fret your response was as baffling as Jaguar's rebrand to me. It was fun, I have moved on with all due respect.

I'm a programmer hence a very fast "typer".

 

[CRSKTN]

What in the almighty ****

 

[Randen Montalvo]

What in the almighty ****

Where are besties now no worries. We are going to Miami Art Week next week since it is only 2 hours from my current house.

 

[CRSKTN]

It looks like an avant-garde rolls.

Statement vehicle, i love this ****. Definitely a good pairing if you've got a RR, AM, others in the garage already.

 

[Gecko]

Things about this are pretty cool. I like.

 

[Gor134]

it's definitely an concept car