Jaguar: Was the rebrand worth it after all? | DW News

[@JigilJigil]

They used to say: *Go Woke, Go Broke,* but in the case of Jaguar, it's the opposite: *Go Broke, Go Woke.*

[@shafiq_ramli]

With Jaguar it's: Go Broke, Go Woke, Go Bankrupt. I know it didn't rhymes but I just hate woke agenda with all the fibers of my body.

[@ethimself5064]

🤣🤣🤣

[@julianpetkov8320]

You don't know people. Not only they will buy them, they will be wearing the complimentary tutu, cape and cake hat that will come with the car.

[@ethimself5064]

@@julianpetkov8320 🤣🤣🤣

[@Mike-jm5wt]

Broke and woke, truly the worst decision in the company's history and definitely their last.

[@sanytee7087]

It seems Jaguar advert looks like a fashion show

[@jeffking4176]

Exactly, for a new line of clothing.

[@shaneilellis9832]

Might as well they futuristic clothes.

[@raychang9512]

00 is the number of the new Jaguars they will sell.

[@GiftCard-l4h]

lol yeah I saw this on twitter a week ago too. Actually the dealers will have to buy some regardless

[@TheArthurkan]

Tata first act, copy everything from Land Rover.

[@imeakdo7]

Yeah because you can't afford one. They will sell at least some that's for sure

[@B4R0N.]

@@GiftCard-l4h They're getting rid of their dealer network.

[@waltertomashefsky2682]

I think it stands for ‘Oh-Oh’ as in ‘we really screwed up.’

[@Xlebaking]

Their concept car looks like a Rolls Royce had a baby with a Tesla Cyber Truck

[@temper44]

For context, Reuters just ran a story today running defense for Jaguar as well. So we know who has opened the marketing wallet.

[@boxoffisa]

They are coming to media houses for a rescue. They know it was terrible and won’t admit.

[@PunjabSingh_India]

Copy Nothing Sell Nothing 😅

[@INDIANSARESICKMENOFASIA]

That's a very hypocritical and dishonest excuses. Every automobile companies copy from each other since the "first industrial revolution".

[@INDIANSARESICKMENOFASIA]

When is the last time an Indian automobile company had made it big on a global scale without relying on foreign expertise?😏🤣😂

[@UldisCrystal]

Dang, that new design for the car is FUGLY.

[@auntykriest]

I'd say their entire company has turned fugly, tbh.

[@silveriver9]

The next car company to go bankrupt.

[@clownphabetstrongwoman7305]

no price too small for THE MESSAGE )))

[@silveriver9]

@ Keep it up 🤡

[@MichaelSemer]

JLR is minting billions. Even if this doesn’t fly, the sales of LRs will more than sustain the company.

[@guneytopal1713]

So they were struggling to sell cars and decided let’s sell no cars now

[@takuan650]

The car has the aerodynamics of Buckingham Palace.

[@FN-im9xj]

Jaguar appears to be promoting a political agenda instead of a car.

[@cweednz]

Are they? Where? How? What have you seen that I haven’t? I’m seeing avante garde. Yet you’re seeing….?

[@x-haustedx2r]

People who drop £150,000 on a car want people to envy them, not evoke sympathy or ridicule.

[@HellCatLeMaudit]

Correct. It is status they are buying. A lot of the complainers about the new Jaguar ads are not even contemplating buying Jaguar---whether it looks like Grandpa's 1960's car or the newer space age one.

[@sue.F]

Not so much an outrage but more of an irritation that they were presenting a well-worn trope as something innovative. Time will tell, but I suspect they’ve alienated more potential customers than attracted.

[@jackwiegmann]

Thanks for an actual criticism vs. just saying something about "woke". I wish Jag the best

[@luna-hw9li]

First they make an ad that looks like they will be selling handbags and perfume, instead of cars. Then they name the car type "00", because bathrooms are clearly what people are supposed to think about. Then they make a super-generic car that looks like a copy of a Chrysler Crossfire. Then they show just that boring shape in pink and baby-blue, two colors nobody will buy. In what world does all that make sense?

[@mobbkopf]

To me the ad looked like some generic stock footage - when I saw it and understood it was about Jaguar, my first thought that they may have purchased this ad on one of those stock video web sites for $499 or so, plus an additional $99 for customization (showing their logo at the end). Also, the presented "concept car" looked like it was the first shot at using ChatGPT to design their car - it lacked any details whatsoever (no storage compartments, no glove box, nothing), is entirely unsuitable for normal roads (no room for spring deflection, won't be able to pass any speed bumps etc., with the rear lights like this it can probably only be sold in the US, same goes for the missing mirrors etc. But instead they added this ridiculous brass rod in the middle, running through the entire interior, so artificially limiting it to being a four persons max. car, and - I don't know if anyone thought of this before, but I would certainly not want to touch a massive metal rod after it has been sitting in the coldest winter or in the hottest sun for a couple hours. And having such a thing immediately adjacent to where my hand is supposed to be to steer the car - well... The same goes for the stone. Luxurious materials are all good and nice, but a car chassis is moving permanently when driving, and seats are supposed to withstand cyclic loads caused by hopping into and leaving the car, making stone, the most brittle material out there, the by far worst material choice for a seat suspension in a car. All in all, I would have the money to buy one of their new Jaguars at the proclaimed price point, if it would ever make it to the market. However, after what I saw so far, I am not exactly interested, and I am rather unlikely to take a closer look at the actual car when it finally hits the market. The ad and the concept car felt like they were just quickly thrown together in an hour max., without any compassion, without any interest in the job of designing a good new car, and without any understanding of the needs of a car customer. Another example: This car is impractically huge on the outside, amongst others due to the unnecessarily large bonnet, but on the inside they literally did everything possible to reduce the personal space for driver and passengers as much as possible, for example with this ridiculous brass rod. Judging from the photos, I would estimate the driver's space to be similar to a commercial flight's premium economy class, or maybe business class at most - that is not much if you need this space for steering (and avoiding touching the brass rod). Like many pthers pointed out before, I also am clueless about who their perceived target group is supposed to be - hip people who might find an interest in these colors and design choices usually don't drive, and often would not be in a position to afford a car at this price point, sophisticated businesspeople and "old white men" were successfully scared away by the rebranding, it is unusable as a family car, and sports car fans typically want petrol cars.

[@mertozelmusic]

Part of the dark agenda

[@mycosys]

if 00 makes you think of bathrooms, i really hope you get the help you need

[@AmbietsRato]

Looks better than that cyber truck from tesla.

[@szalaypeter3810]

Pink and baby blue are the colors of the trans flag.

[@infraredsprouts2073]

Faguar?

[@moon3173]

LGBTQ kills any established brand in 1 commercial. sooo deadly

[@jeromerussellewis]

This has to be 100% the worst rebrand ever in history🙀🙀🙀🙀

[@ajdz1840]

This rebrand is only ten years too late. It’s boring, tired and missed the woke boat which sailed well over the ocean already

[@AndyGreg-n1i]

All British Luxury cars always ends up bankrupt because its citizens cannot afford it . But in USA, a lot of people can afford Tesla, Ford, Lincoln, Chevy etc. Range Rover and Rolls Royce are all British Car brands who went rogue….. RIP JAGUAR…RIP JAGAY 😅

[@laurynasdvareckas7654]

jaguar never had an image problem, the cars were of bad quality

[@SVT001]

Thats why they are ditching all that bad tech and start fresh. Just the comapaign could have been better

[@shaneilellis9832]

Yeah, internally.

[@shaneilellis9832]

​@@SVT001yeah, especially they're technical team.

[@jacksonmississippi]

People were also talking a lot about Budweiser, but at the same time the sales were collapsing.

[@georgekaradov1274]

Have they not learn anything from what happen to Budweiser?

[@ghostpuppet31]

All electric vehicles, like millionaires can't afford gas! 😂

[@constantinosbou]

or care about the environment.

[@mycosys]

Or like you cant drive in Indian cities without one

[@ghostpuppet31]

@@mycosys You all can afford Jaguars to drive?!

[@mycosys]

@@ghostpuppet31 I prefer BMWs, but i'm not from Mumbai - one of the Billionaire capitals of the world.

[@shaneilellis9832]

I heard gas is running out.

[@NatureConnection-zn4jw]

Is that the Batmobile??

[@henryairconcepts2999]

It's wokemobile 😂

[@mehAudio]

Without the jet engine, it is. They just removed anything functional and anything characteristic. And they colored it for a much more mellow batman. Alright, alright, alright

[@jeevangill2041]

It's the Crapmobile

[@alexanderr6000]

Designed by Homer Simpson :P

[@GTChris]

That's quite the compliment, if you meant it or not.

[@juldemiray]

The marketing director should be talking about the story behind the design and captivate us. Don’t only rely on the ad..

[@boxoffisa]

They are defending the ad that why media now interviewing them. Trying to clean the image.

[@grodesby3422]

Jaguar is a floating conceptual brand without any actual associated products these days. I don't really see what they gain by replacing the ideas associated with the brand with a live action version of corporate style art from 2016 or so

[@waltertomashefsky2682]

That new Jaaaag has the drag coefficient of a brick. Wait, it IS a brick.

[@shaneilellis9832]

You mean,the new Drag.

[@artmaknev3738]

The original jaguar E type was a masterpiece, just a slight modernization, and making it electric would've been a successful comeback, while at the same time, keeping the old customer base and inviting new ones. What they did is a complete mess, with marketing and design.

[@synergybox2234]

Just pulled the plug on this brand!

[@INDIANSARESICKMENOFASIA]

Name me one Indian automobile company that had made it big on a global scale without relying on foreign expertise? None. 😏🤣😂

[@paulcock8929]

Maybe there is no such thing as bad publicity, but there is certianly stupidity,

[@HellCatLeMaudit]

Exactly right! 3:12, "There are far more people celebrating Jaguar's heritage than there are people wanting Jaguar's cars." People complaining about Jaguar's rebrand, without actually buying the cars, always have old magazines with Jaguar ads that they can gaze at. Car photo enthusiasts are not exactly the kind of people that Jaguar is targeting.

[@edentahilla9295]

Can't deny, this is the most attention Jaguar has ever gotten, even non car enthusiast got their attention tickled, the concept looks awesome, but will all these pay off? Well they were a sinking ship... time shall tell.

[@ericdpeerik3928]

Wow, this isn't news. 😂 what's missing is journalism and instead you copied and pasted last year's homework from the internet. 😂

[@henryairconcepts2999]

I dont understand why new release cars have big front and not aerodynamic at all. It rather increases petrol or electricity consumption

[@josephsmith594]

The model is hideous. Hopefully misleading on purpose

[@markmd9]

To appear bigger.

[@hpwan2]

at least they generated enough attention, which they never had in the last.... many years... good or bad doesn't really matter, as long as people start to talk about the brand.

[@georgekaradov1274]

Budweiser 2.0.... hope you are happy for them...

[@Pete_1986]

Bad attention does matter. They need people not only to talk about their cars, but to buy them!

[@hpwan2]

@@georgekaradov1274 don't really care, to be honest... to me, the last true Jag died in 2010.

[@Peter-y5y9i]

Tell that to Disney and Budweiser

[@santostv.]

But that doesn’t translate into sales.

[@HellCatLeMaudit]

Jaguar's marketing is a success. They got the mindshare. In marketing, no publicity is bad publicity.

[@murat8194]

😂😂😂😂😂😂. People talk about the dead at the funeral.

[@Killane10]

The true reason for Jaguars problems has been Quality issues that are unacceptable to premium band customers and the incredible pace of innovation with Chinese car designers.

[@waiyinchung4242]

This dude is so out of touch. But when u see his role and the company he works for, its not a surprise that he probably drinks from the same coolaid bottle😂😂😂😂

[@aaronjaggan]

Pink lemonaid 😂

[@electromega3077]

The drag coefficient of the new Jaguar looks excessively high.

[@x-haustedx2r]

Yes, a RuPaul level of high.

[@krisridge1985]

hilarious

[@INDIANSARESICKMENOFASIA]

Jaguar was acquired by Tata Motors in year 2008. Made in India. 🤏🤌

[@INDIANSARESICKMENOFASIA]

@@RubiaStorm Indians lack the skill and expertise to make quality cars of their own. Thus, Tata Motors, an Indian company, buys Jaguar out and acquired the skills and expertise of the British engineers in year 2008.

[@INDIANSARESICKMENOFASIA]

@@RubiaStorm When is the last time an Indian automobile company had made it big on a global scale without relying on foreign expertise?😏🤣😂

[@Milord0316]

I thought the ad was AI generated...

[@downtoearth1950]

Lowered awareness to how low in the cesspool they have gone.

[@cweednz]

Hardly. Buyers in the Middle East DGAF about the Wests pathetic culture wars.

[@eddynowroz461]

Jaguar has lost it. Was it too late to learn something from Bud Light?

[@RoadstersRegistry]

Jaguar would do much better under Chinese ownership

[@ahpong]

It doesn't matter if it's under Indian or Chinese ownership. It's just bad luck for Tata Motor. The Chinese also lets Volvo carry on with its business. I am quite sure Tata didn't expect Jag to eventually go woke either. Both the Chinese and Indians will be more assertive from now on after the takeover of any western legacy brands.

[@johnfenechdoe3148]

How does that old saying by His Majesties Special Air Service (SAS) go: “Who Dares Wins” A well known German Car designer said a while back, that we are “in for radical car designs and technical changes” of the likes we have never seen. This looks like the beginning of it.. It’s certainly bold and you got to give to Jaguar for trying something new. It’s the future, sure! Whether it’s the right future remains to be seen.

[@summyoyo]

What's bold in it?

[@johnfenechdoe3148]

@ ahhmmm… have you seen the designs ??

[@piotrszmidel]

Looks like futuristic Bentley

[@roymoorman5990]

This is what you get with too many marketeers and too few good designers & engineers. But look on the good side, your classic Jag will most likely go up in value soon!

[@robertjamesonmusic]

Would love to get one of these EV’s!

[@timetraveler_0]

This 'audience' that jaguar is going for doesn't work or have driving license for the most past. Let's see the homework.

[@BREAKBALLYT]

Where the ad is good or bad its reached worldwide (to know that they haven't dead 😂)

[@Anty2004]

It looks a lot more like a Bentley than a Jaguar. Jaguars have curves. This looks like a distant cousin to the cybertruck. I don't know a single person that is 'excited' by the new jaGuar, and they've likely killed their petroleum brand completely. Anyone buying a jaGuar now will be asked questions by their friends.

[@sajithjames4692]

That car looks awfully similar in design to the Batman TAS batmobile. And, yes the add is weird

[@serioustalkwithbhudax]

I am sad to know the Jaguars logo is off that was iconic brand. 😢 I don't know why people are buying less of Jaguar and Volvo. These cars are still one of the well built cars. I've never heard of any being in an accident.

[@sylar747]

So they want people to anticipate their new car, without showing people an actual car? Smh

[@jeffking4176]

Yeah, like EDSEL in 1958.

[@sepakai]

I thought Jaguar is about classy muscle car for gentlements. and now it looks gay. many cheap chinese made electric cars look better than that.

[@drooner]

people talk about it, but nobody is excited for the new car. They are appalled.

[@shashankverma9512]

I love it and can't wait to get one! The luxury and quality feels like an extension of home... minimalistic and modern! Love it❤

[@lelilimon]

I like vintage ones and this new one. Bold and nice move. And it does not look like loss leader, more like nice target for new wealth.

[@Billywoo12]

Correction. EV sales in the UK are not dropping or plateauing - they are still rising year on year by about 15%, just not 50% as in prior years. Come on DW, moderators should have their facts in order, they are readily available.

[@navdeeshwar]

Jaguar aside, the tone and clarity with which both these men speak is commendable.

[@vjrei]

It reminds me when Homer Simpson took the shotgun and started to shot the air to save the bowling.

[@shoja2009]

Jaguar always been praised for his beautiful design & criticized for it's notorious reliability & problematic drivetrain So going electrical is a gift from heaven .... Now they can emphasize the design which has always been the strong card

[@sarankumarnklpsg]

They will sell more. Chairman Chandrasekar has no compromise in success. I never seen him fail.

[@loveisall5520]

Keep watching

[@katisop5991]

Remember our reactions when BMW (and not much later Porsche) said they're making an SUV? 😂😂

[@marclawson2536]

But... in keeping with Jaguar tradition, you have to remove the bonnet and motor to charge the car.

[@franktyneski7158]

As impractical as the Type Zero is likely to be, I like the car but wish it was unburdened by any ideology.

[@sekokqedaus4377]

Phil Gayle's vibe onto his intro to the topic of the day are actually interesting~

[@SeeLasSee]

By the time the car comes out, the competition will be fierce. That Jaguar tech will be behind, Tesla, Rivian and BYD.

[@masterwatch]

if their new car release looks like this concept car, Jaguar might, just might be ok if the car sells. Also the comment made by Manfreddi "the entire industry is a big bet" he is correct the car industry is very difficult to make a profit in.

[@Drd4all]

It's Faguar now. The guy behind this is called Rawdon Glover. RawDongLover. Let that sink in.

[@wolfhalupka8992]

sure it's a wonderful idea, to rebrand, to enter new markets with a totally new product, addressing younger buyers instead of those old, old-fashioned, classic Jaguar buyers. however- if that rebrand leads to a product that is unlikely to attract much buyers, that tries to force it's way into a share of the market which is very small and quite well cared for- will this work? personally, I doubt it.

[@eskay2012]

To revive Jaguar is like raise the ‘dead’! No ones want those heavy and ancient fuel guzzler.

[@technoviking4131]

That "audience" they are appealing to are not the active buyers of Jaguar vehicles (not now nor in the future). When their share price drops sufficiently for another brand to purchase them outright (and "re-imagine" the brand yet again) only then might they make a car that appeals to the majority of luxury car buyers.

[@SVT001]

Copy nothing? And the whole car and including wheels are a copy of already existing designs

[@gavriloprincip11]

they even chose the shades of pink and blue from the trans flag

[@shaneilellis9832]

The car $300,000 why is worth it?

[@b_altmann]

They did already reinvent themselves a few years back with very different car designs and use of logo with a clear break to the classic originals. - Most EVs were designed to communicate “look I’m electric”, ie weird shapes, colours, and exterior lights. The best design so far that focuses on elegance and not the mode of power comes from Lucid, but we definitely need more of that in the EV segment.

[@tamilvendans4892]

People are like , it gonna go broke like it was a profit making company 😂

[@GerhardBothaWFF]

They struck a sensitive nerve. It is not good. People hate this sick value system. Now it doesn’t matter how good or bad the cars are. They won’t sell

[@krisridge1985]

It worked really well everyone is talking about jaguar, there's no car to buy yet it's just a concept car so did the rebrand sell a car? no was it worth it all losing old customers for a concept?

[@ericso7750]

I am now a proud owner of FAGUAR! Pride Forever.

[@Gravitatis]

reported.

[@takuan650]

Jaguar is playing Russian Roulette with 6 bullets in the clip on the first attempt. Good luck !

[@rodrigofaria4498]

Looks like the cars I used to draw when i was 5 years old

[@propagandix]

Or, and here's a revolutionary idea, you make advertising that plays on the strengths of your heritage and make a better quality car.

[@jeffking4176]

The Ad looks like a commercial for a new line of CLOTHING brand. 🚗😮‼️

[@sekokqedaus4377]

Inb4 thought they want to sell clothing lines.

[@felix-do4yj]

People did not talk about jaguar before the ad ,now everyone is talking about jaguar

[@auntykriest]

Laughing at it

[@californiacapybara]

So, you copied another dying brand, Tesla?

[@nothing21797]

I hope this is just a phase.... I hope they make a car that actually looks nice and drives like jaguar.

[@WatjenietzietBestaatniet]

Uncommon that falling sales rates is connected to the target group. Jaguars had a growing number of technical issues in the past decade. Only the hardcore fans still bought Jaguars even with all the technical issues. Now they pretend that it is a design issue and a target group issue. Fix the technical quality of the cars to get better sales, instead of creating something without a target group in mind. Buyers will be a laughing stock in the coming years.

[@moon3173]

i bet the marcom and marketing at jaguar is fired as we speak

[@keithmartin1328]

From what I understand the cars are going to be £100k plus. A very small market to go after.

[@nunocarneiro464]

They were floating in the toilet, now they flushed themselves 😂😂😂😂😂😂😂😂

[@spointz8936]

Tbh I think it looks kinda cool and futuristic w/o being as over the top as Cybertruck

[@gyanendrakumar2350]

Jaguar should traget India. Indian love Jaguar brand

[@krisridge1985]

they should move there

[@tanjosawyer9529]

reserving judgment on this until we see production cars in the metal

[@lg_believe333]

Jaguar was no longer Jaguar or a British brand when it was sold to Indian company TATA. Jaguar is banking on electric but if electric doesn’t work out because hydrogen or other methods prove to be more viable, Jaguar are no more. The fact that most of Jaguars demographic are celebrating their heritage cars and not todays Jaguars speaks volumes to me. Style wise the Jaguar concept looks like a cross between a Bentley and a Tesla truck. I would of preferred to see a car with softer lines like the E type and not angular and chisel like.

[@Richard-hn2mb]

Even before the rebrand they didn’t connect enough with their heritage… I love the old ones. The new ones where just to far away already. Now good luck :D it got FAR FAR WORSE. Before the rebrand they did not understand their heritage enough. Haha 😂

[@JustinBeausoleil]

If he actually said what he thought he’d be reported to HR. 😅