Jaguar Redefines Their Brand - Moving Upwards

[CRSKTN]

Jaguar's redefines their brand​

https://www.motor1.com/news/741412/jaguar-updates-brand-badge-logo/

Jaguar is embarking on a major transformation, shifting its focus to a more premium market segment. As part of this overhaul, the automaker is revamping its branding and design philosophy to target luxury competitors like Bentley and Maserati.

• New Design Vision Concept
  • Jaguar will unveil its future design concept next month.
• Updated Branding
  • The leaping Jaguar logo has been reimagined with a thinner, more angular look.
• Revamped Wordmark
  • The new script blends upper- and lower-case letters for symmetry and simplicity.
• Market Positioning
  • Jaguar aims to compete with Bentley and Maserati, moving away from BMW and Audi.
• Price Increase
  • The starting price for new models will be in the $130,000-$140,000 range.
• First Model Preview
  • Pictures of the new high-end sedan have been released, though the design remains under wraps.
• Emphasis on Exuberant Colors
  • Bright and bold colors will be a key element of Jaguar's new identity.
• Upcoming Debut
  • The full reveal will take place on December 2 at Miami Art Week, showcasing the "Exuberant Modernism" design philosophy.

Jaguar is redefining its brand identity and product lineup to secure a place in the luxury car market, with a strong focus on design, exclusivity, and a higher price point. The upcoming reveal promises to highlight these exciting changes and set the stage for Jaguar's future.

This Is Jaguar's Future Six-Figure EV

It has a substantial road presence. In terms of proportions, it is very far from what we do today. To get there, I divided the design team into three groups. Within three months they produced 17 full-size models with different design languages, some were familiar, others looked like something out of science fiction movies. The design language we chose is exuberant. Just think of something that will be really different on the road. And in December we will unveil our new design language.

- Rawdon Glover, Managing Director, Jaguar JLR

 

[ssun30]

Are they sticking to the all EV strategy?

 

[CRSKTN]

Are they sticking to the all EV strategy?

Just added some more.

Their first model is a six-figure EV.
I would imagine they'd try to improve reliability and efficiencies by reusing the platform for other models, but they may find an argument for licensing a solution from another OEM and make something like a Jaguar Coupe.

 

[Randen Montalvo]

I recognize that font. Someone at Jaguar has a Canva premium account. Heres my thing, when is the last time you heard someone say " I want to buy a Jaguar?" Or even aspire to own one? I applaud their revamp that means their fighting and that can only be commended. They need to make Jaguar appealing again beyond the hardcore market and its good to see them doing exactly that. Will it work? I have a bit of trepidation on the brand's relevance in modern days. As stated a Jag in todays day seems trivial value wise in terms of brand appeal. Go on Jaguar and fight the good fight.

 

[CRSKTN]

I like their F-type and their 2010's lineup of sedans was quite nice.
They just couldn't get past the reliability issues.
Aside from that they were fantastic. Less flashy than other stuff, was very well positioned.

I think they could do well here as the "usable" oriented analogue to AM.

 

[Randen Montalvo]

I like their F-type and their 2010's lineup of sedans was quite nice.
They just couldn't get past the reliability issues.
Aside from that they were fantastic. Less flashy than other stuff, was very well positioned.

I think they could do well here as the "usable" oriented analogue to AM.

How do you think that bodes for them going
Pre up stream price wise. Their essentially in Aston Martin world etc. Its a tough call indeed.

 

[mikeavelli]

I love the idea of taking the brand upmarket. Always loved the brand.. Kinda of want to see it at Art Basel….

That said the initial marketing is beyond awful.. and no one likes it… Jaguar owners are extremely upset. This is just really bad. And not one car shown.

 

[Randen Montalvo]

I love the idea of taking the brand upmarket. Always loved the brand.. Kinda of want to see it at Art Basel….

That said the initial marketing is beyond awful.. and no one likes it… Jaguar owners are extremely upset. This is just really bad. And not one car shown.

Its as if they hired someone that is more fashion branding than automotive branding. What i took away from this ad is that i should appreciate avant-garde fashion and i have no connection to Jaguar as an automotive brand. Maybe they're getting into fashion. Maybe future Jags will be run way vogue posing EVs is what im taking from this ad full of color and theme. Thats all i got from this and I have no idea what this does for an automotive brand. I do, however, want to purchase a Costco bag of Skittles to taste a much needed rainbow after watching this. Thats all im inspired to do after watching this very expensive ad.

 

[mikeavelli]

 

[Tragic Bronson]

No Shaguar No Care

 

[Levi]

View attachment 9731

Looks like copying Cybertruck to make the least design possible.

 

[Sulu]

I would like to see Jaguar go back to its roots, as it was when Ford first purchased it. Make it once again the aspirational, definitively British icon (without the bad quality). Make it the British equivalent of the Italian icon Maserati.

In my opinion, the wholesale design and design language changes that Ford implemented in the years immediately prior to the sale to Tata left Jaguar cars without character.

 

[Randen Montalvo]

They're getting destroyed in the comments. Someone in marketing is getting fired.

 

[CRSKTN]

Im excited for this. Been waiting for somone to give us some avant-garde motoring

 

[Sebass]

I love the idea of taking the brand upmarket. Always loved the brand.. Kinda of want to see it at Art Basel….

That said the initial marketing is beyond awful.. and no one likes it… Jaguar owners are extremely upset. This is just really bad. And not one car shown.

Oh dear...
Was nice knowing you Jaguar

 

[Ian Schmidt]

I like them going upmarket because currently they're not premium enough for people to overlook the reliability (which Land Rover successfully pulled off, and Maserati to a lesser extent). The video is vaguely like a mid-80s Grace Jones music video, one of which was turned into a famous Citroen commercial in Europe. That stuff was legitimately avant-garde 40 years ago, but Millennials pretty consistently see this as ripping off United Colors of Benetton or Zoolander from what I've seen.

 

[Randen Montalvo]

The reaction has been horrific even from British sources this type of signalling misses the mark dreadfully. Im hoping they expand on whats going on because as of right now this campaign is being written off harshly. I can't generalize at global scale how millennials are interpreting fashion but i can tell you i have seen generational Youtube content mocking this marketing push.

 

[Randen Montalvo]

He may be on to something

 

[mediumhot]

They are targeting rich crowds that don't care about legacy cars at all. Kind of like AFEELA. And from that standpoint I completely understand the rebrand. I have a problem with weak visual fundamentals both in logo and video production. It makes them look like $50 perfume brand instead of $150 contemporary niche houses like Stora Skuggan, Electric Molecules, Nasomatto heck maybe even Initio. I don't know maybe I'm just rambling and can't get the point across but I do feel who they want as their customers.

 

[Levi]

Rich crowds are not trans (unlesss politicians). But they aren’t into cars, but kids. So I don’t know who their target customer is: high schoolers without drivers license wearing Balenciaga garbage bags?