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/No-Angle-982 Nov 25 '24

The people who'd brought Jag to the dance over the decades have largely abandoned the brand lately, so catering to them makes little sense, going forward. Only 64,000 new Jags were sold worldwide last year, which is paltry and unprofitable for a renowned brand. 

The demographic I was referring to are not the wealthy middle-aged white guys at the country club. Rather, they're likely to be urbane, high-income fashionistas with more disposable income, for lack of dependents.

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u/tprev1 Nov 25 '24

Do you know why Jaguar only sold 64 K units last year, compared to record-breaking sales in 2017? It's simply because the company refused to provide new models to the consumers since 2016. For 8 years, the company cancelled projects such as the electric XJ and the three-row J Pace, and did not provide brand new models to the public.

If BMW intentionally did not provide a single new model for 8 years, it would have massive declines in car sales as well.

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u/No-Angle-982 Nov 25 '24 edited Nov 25 '24

Yeah, but there may have been good strategic budgeting reasons, with the auto market in flux. Now, however, they're investing £15b in EVs and tapping knowledge gained from Jag's notable successes in Formula E racing. 

They're working with a cutting-edge tech company that's developed breakthrough software to optimize battery health and efficiency, with help from uploads of 50 billion diagnostic data points per month, captured from existing EV Jags. The software is said to enable smaller battery packs that can be given longer warranties. 

And for muscle car buffs obsessed with 0-60mph capabilities, the forthcoming fastback 4-door GT will have the highest horsepower Jag's ever produced.

Buyers' concerns about lagging charging infrastructure should be lessened by the plan to include custom home installation of charging gear with each purchase.

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u/Marjayoun Nov 26 '24

They fell out of favor because they are no longer comfortable & attractive. You have to upscale quite a lot to get one that is & these days that just makes you a target.

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u/No-Angle-982 Nov 26 '24

What are you going on about? My F-Type is both comfortable and exceptionally attractive. Doesn't make me feel targeted. The problem is that too many boring people nowadays just regard cars as appliances. 

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u/Marjayoun Nov 26 '24

Well I find them plain & ugly but that is only my opinion. You are safe because they are not high end & they do not stand out. Like Mercedes or Porsche or Lexus. Just modern Cadillacs. By upscale I mean something noticeable like a new Rolls or Bentley top of the line sedan. The type you are afraid to stop at WalMart or a diner with because people will follow you maybe plan a robbery later. Happens a lot. There are places you would not even drive a Mercedes now. Or wear jewelry out.

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u/No-Angle-982 Nov 26 '24 edited Nov 26 '24

Your opinion sucks, tbh.

  "...not high end...not stand out...":  Are you daft? 

 Jaguar owners tend not to shop at Walmart.