Jaguar Reveals Rebrand for its EV Future (😬)

[MisterWaffles]

For a brand that’s already struggling to maintain relevance and profitability like Jaguar, I have no clue why they think going avant-garde is the solution? They’ve got these Star Trek TNG extras prancing around in their monochrome uniforms and sitting on a rock on some cheap looking alien planet soundstage. But people are looking to buy cars from them, so are they just trying to confuse their audience or something? I don’t get it.

Ferrari can do fashion shows and weird marketing because they’ve kind of earned that. They’re already ludicrously profitable, so they have the money to support branching out into lifestyle and fashion. Same with Porsche or other brands. Does Jaguar really have the money to be doing this sort of thing and developing a whole new lineup at the same time? I’m not so sure.

 

[Tornado]

As a graphic designer, that new logo is really bugging me. Is it 'jaGuar' or 'JaGUar' now?

jaGoogleuar

 

[Scaff]

My dad, who loves his XF P250, is going to hate this.

They're emphasizing the GU to make sure us Americans use the British pronunciation.

As they should (not that it annoys the living **** out of me or anything).

I'll note that the same creative team behind this whole "no past, only future" Jaguar thing actually said last year, out loud, that Land Rover has no "brand equity" and decided to rework the whole thing into "Defender", "Discovery", and "Range Rover" brands under JLR...

Only because JLR has spent the last decade doing all they could to demolish it.

 

[EngieDiesel]

I dare say AI would create more interesting car designs than what we currently see of many EVs.

Car design isn't quite as difficult for it because most modern car bodies all borrow or draw heavy influence from the lines of other makes and models anyway, and there are pretty strict rules for what a car needs to actually look like a car so it couldn't go too far into the weeds with a design. But most things that they come with are "car A + car B melted together". The question would be how they would try to get it to break out of the dataset it's fed and create something truly original, which LLM's can't really do convincingly without a lot of human intervention.

Prompt used: "2025 new fully electric car of jaguar, in a london car show"
It doesnt scream "look at me, I am desperatly needing the long headlight LED bars to make me identify as a EV",
but I like it
View attachment 1406295

That's because it's basically just a Tesla Model S with an F-type's front clip grafted onto it. You can tell the LLM just saw "electric car" and "Jaguar" and stuck the two together.

I really don't think Jaguar would actually use an AI-generated design, at least not without very heavy touching up after the fact to prevent lawsuits. I was more commenting on how the marketing campaign and repackaging is trying to emphasize creativity and originality, while mimicing the look and feel of something that isn't really capable of doing either on its own. To say nothing of it coming across more like a sanitized, soulless pastiche of early '70s high fashion when you look past that part.

 

[CTznOfTime]

For a brand that’s already struggling to maintain relevance and profitability like Jaguar, I have no clue why they think going avant-garde is the solution? They’ve got these Star Trek TNG extras prancing around in their monochrome uniforms and sitting on a rock on some cheap looking alien planet soundstage. But people are looking to buy cars from them, so are they just trying to confuse their audience or something? I don’t get it.

Ferrari can do fashion shows and weird marketing because they’ve kind of earned that. They’re already ludicrously profitable, so they have the money to support branching out into lifestyle and fashion. Same with Porsche or other brands. Does Jaguar really have the money to be doing this sort of thing and developing a whole new lineup at the same time? I’m not so sure.

Youve kinda answered your own question,
If Jag wants to be seen or associated in the same breath as Ferrari or Porsche, they can easily try to emulate the influencer lifestyle showing off road, is a low hanging fruit approach.

Building an image, influencer don't need substance, it's all on look sadly....

Gosh I can't wait for this trend to be over...

 

[kjb]

Gosh I can't wait for this trend to be over...

Probably not gonna happen for a looong time

 

[Wiegert]

Brand suicide by balenciaGUar.

 

[Famine]

balenciaGUar

Unbeatable comment.

 

[VR-SORN]

Did George Lucas just sell Jaguar to Disney?

 

[Fuzzi0n]

Copy nothing apart from many other brands also betting it all on HD DVD. Jaguar seem to have been all over the place for the last 10-15 years and I don't see how completely re-imagining a brand is going to help with that, younger people can't afford the high end cars and I don't see what they're doing as anything different to any of the other full electric companies, even trying to play into the lifestyle aspect. Obviously I'm not the target market because I love the Jaguar of old, for me it's sad to see honestly.

Still at least Matt Lucas is finding work

 

[GlamFM]

1. I work in the field and this is complete garbage.

2. I know the older male model and he’s a nice guy.

 

[TexRex]

lol. lmao. It was a nice run, I guess?

 

[eran0004]

It looks cheap and plastic.

Fine if they don’t want to copy their previous work, but why kill all their heritage - no prisoners taken?

 

[MatskiMonk]

I love it.

But only because it's going to trigger all the right people, I don't much care for the brand.

That said, marketing aside, let's be realistic - they needed to replace their whole model line-up, and within the life-cycle of that line-up all the models will no longer be able to be sold in Jaguar's home market because of the ZEV Mandate - it'd be a gigantic lost investment. Given where they were, it only makes sense to go with EV, or they'd be gambling massively that ICE bans won't come to fruition in 5 years time.

 

[eran0004]

That said, marketing aside, let's be realistic - they needed to replace their whole model line-up, and within the life-cycle of that line-up all the models will no longer be able to be sold in Jaguar's home market because of the ZEV Mandate - it'd be a gigantic lost investment. Given where they were, it only makes sense to go with EV, or they'd be gambling massively that ICE bans won't come to fruition in 5 years time.

I don’t mind the EV bit, not at all.

What I don’t understand is why most brands feel a need to reinvent themselves in order to make that transition. Why can’t I have a Jaguar EV? Why do they have to make it a jaGUar EV?

Feels like the corporate leadership thinks that Tesla has been successful because they make weird and ugly cars, and think that’s what the consumers are looking for in an electric car. When in reality Tesla has been successful because they had the best EV technology.

 

[Nielsen]

The timing of this also seems dumb as the European car industry has recently learned (€) that the EV-dominated future probably isn’t all that near. So Jaguar is being quite brave here when they also decide to top the whole thing off with cringe levels turned up to 100. Tone deafness.

 

[MatskiMonk]

Why can’t I have a Jaguar EV? Why do they have to make it a jaGUar EV?

Well, I suppose that begs the question, what is it that you expect when you have Jaguar?

 

[VR-SORN]

I was suspicious and did a little digging. I have found the corruption already.
This is the "ethos" version of the new brand video.
Jaguar UK website
This is the Jaguar Iraq version.
Jaguar Iraq

Scroll down to then watch the video of each.
The difference is hilarious. They badly zoomed and edited it and completely removed the transgender style type person.
This is the real Jaguar. To be fair its the same as any business, full of crap.

I dont really know how to present the videos in the post if someone can do it better.

 

[Pupik]

As a graphic designer, that new logo is really bugging me. Is it 'jaGuar' or 'JaGUar' now?

No descenders shall be used forthwith.

 

[eran0004]

Well, I suppose that begs the question, what is it that you expect when you have Jaguar?

It’s not about Jaguar per se, but the general trend among car brands. Why do they have to go weird just because they start making EVs?

I think that by scrapping their brand and reinventing themselves they do the Chinese EV brands a huge favour, because if you no longer recognise the traditional brands then you might just as well buy any random brand you’ve never heard about before.

 

[TheNormsk]

Prompt used: "2025 new fully electric car of jaguar, in a london car show"
It doesnt scream "look at me, I am desperatly needing the long headlight LED bars to make me identify as a EV",
but I like it

It couldn't be a London based casr show though as the AI put the steering wheel on the wrong side.

Um, AI did that? That's a pretty good looking render!

That is actually a pretty awesome looking vehicle.

That's because it's basically just a Tesla Model S with an F-type's front clip grafted onto it. You can tell the LLM just saw "electric car" and "Jaguar" and stuck the two together.

yeah, LLMs basically suck, but this time I have to say it came up with a look that is better that the individual components. I'll give it a thumbs up.

Now as to the jaguar statement.

 

[Eunos_Cosmo]

This screams junior marketing team to me.

Can't wait to watch Harry Metcalfe's rant about this.

edit2: I guess Jaguar feel like the era of corporate too-conspicuously-pandering performative identity appeals wasn't resoundingly ended a few weeks ago...

 

[MatskiMonk]

I think that by scrapping their brand and reinventing themselves they do the Chinese EV brands a huge favour, because if you no longer recognise the traditional brands then you might just as well buy any random brand you’ve never heard about before.

People weren't buying Jags when they were traditionally recognisable though. 65,000 units a year globally across 6 models. What's to lose?

I dont really know how to present the videos in the post if someone can do it better.

Why would anybody care? Companies aren't going to promote an image that represents illegal activities somewhere they hope to be able to sell cars, that'd be stupid.

 

[Meythia]

It couldn't be a London based casr show though as the AI put the steering wheel on the wrong side.

Not only that, but a car made in the UK for the UK market should have it on the opposite side.

The question would be how they would try to get it to break out of the dataset it's fed and create something truly original, which LLM's can't really do convincingly without a lot of human intervention.

Surely would amount to quite the effort.
The picture I posted was made with MS designer, it often seems pretty limited in what it creates (and also limits the inputs allowed as well as the daily creations).
I simply tried once.
If asked for more futuristic dates, it suddenly tries to play Cyberpunk instead.

 

[Snikle]

If the cars come in the same colors as the outfits in the ad, then all is forgiven. They won't, but I'll put it out there anyway.

 

[Darla Starch]

If the cars come in the same colors as the outfits in the ad, then all is forgiven. They won't, but I'll put it out there anyway.

Best we can offer is some blacks, greys, silvers, whites, and a few muted reds and blues 😔

 

[Keef]

As a graphic designer, that new logo is really bugging me. Is it 'jaGuar' or 'JaGUar' now?

I'm seeing JR and I don't know who that is.

Pretty sure Jaguar is about to die. They had an opportunity to do a great thing for their status with the C-X75 and they didn't feel like it. Now they've basically fallen out of the spotlight with no real halo products left, no media presence, they're not even racing anything. Sounds like the goal of this rebrand is literally to be baseless, not associated with Jaguar heritage at all. Big risk, little reward. I think Jaguar dies here.

Aston Martin stole their fire. Everybody wants an Aston these days. Somehow, Jaguar can't even pull off "affordable Aston" anymore.

 

[VR-SORN]

Why would anybody care? Companies aren't going to promote an image that represents illegal activities somewhere they hope to be able to sell cars, that'd be stupid.

Because it means Jaguar dont have any Ethos, so why have they just declared they have one?
They seem happy to remove transgender people from a society. I mean I dont care I think its funny. But I reckon woke people would care. The Guardian will care I might give them a heads up.
Is it illegal to be transgender in Iraq? I will have to check.

Edit: ok found a BBC story saying "men who 'intentionally' act like women" can be sent to prison...
Doesnt say about women mincing like a man. Grey area maybe.
Jaguar didnt risk it.

 

[RACECAR]

So instead of relying on their heritage and so forth for branding, they are going all in on an all EV future by simply...changing the font to the most basic and boring font imaginable and the main logo into something that doesn't even remotely scream (or should I say, Roar) "Jaguar".

Just...baffling.

 

[TumeK5]

Jaguar, there are easier ways to write a suicide note.

...oh wait, you wanted to copy nothing. Carry on.