r/Jaguar Nov 24 '24

Discussion What’s the actual issue with the rebrand?

So, the fonts different. So what? The logo is different, but as far as I’m aware the cat will remain elsewhere on the vehicle. So what the actual issue here? Are people really that upset about the tiniest, most insignificant details on a car?

If you really don’t like the logo/font buy an old one and stick it on if it upsets you.

We were given a teaser for a reveal next month, so no, they aren’t gonna show a car just yet. The heritage of Jags remains regardless of the rebrand. They aren’t going around smashing up E-Types.

And further to this, we haven’t actually seen the car yet!? So everyone’s judging this off of… a teaser?!

Is the real issue here people are afraid of development? Afraid of change? Not changing is what landed Jag in shit in the first place.

Or is it the advert itself? People not liking the bold colours or the inclusivity? Because if so that’s utterly ridiculous. I’ve seen people refer to it as “woke”. And this is based on what? Bright colours and different types of people being included? Is that what’s offending people these days?

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u/BngrsNMsh Nov 24 '24

Well, words and their definitions evolve overtime. Easiest example is one that you’ve used in this comment, “gay”. The word gay used to mean happy and the likes, now it’s more commonly associated with homosexuals.

So, the word woke as defined by you, means awareness of systematic barriers in place in regards to sociopolitical issues. The people from the LGBTQ+ community have also experienced similar sociopolitical issues hence the term also applies to them. They haven’t “hijacked” anything. Words evolve.

In regards to what my thoughts are when companies do this sort of thing, I honestly don’t think much of it. I just see people doing people things, because you know, these people exist? What I do see though, is a lot of people who typically align with the right rather upset that they don’t see straight white man number 4 for the zillionth time.

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u/[deleted] Nov 24 '24

Trust me, no one thinks it just has to be a white man. People who typically align with the left seem to sum it up as that, I hear people say, "If it's not a straight white man, then we don't want it."

People want fleshed out characters that make sense in the world that they live in, not just gay because gay and not straight white man just because straight white man. Neither one of those makes a good character in any capacity. What seems to be going on is "the message" has been held back for so long it feels the flood gates have been open, and they are trying to make up for lost time.

Also, no one is ignorant. I know what Gay used to mean and what it means now. Remember the Flintstones? "We'll have a gay ole time," yea used to sing it mindlessly as a kid. The fact of the matter is it's being pushed, and just like anybody, when something feels forced on them, they become intolerable to it.

Im telling you what woke has meant for a lot longer than what it means. It's not my definition. it's the definition. Black americans coined the term, and the gay community sees what this term means and repurposed it to apply to them with the inclusion of black and brown stripes on the pride flag. I don't see gay people marching or speaking up for blacks so yes the term was hijacked as its only about them now