Trying to break back into the high-end luxury market.
From what I'm seeing online, so far the efforts put forth are taking a beating from the public. Not really surprising
https://www.motortrend.com/news/how-jaguar-plans-to-reinvent-itself-car-business-update/
High end luxury bathroom fixtures from the look of that logo.
I read that as "taking a break *from* the luxury market" and thought "that's an odd choice but that seems like an appropriate logo for that".
That is just awful. Who the hell approved it?
Looks like some E36 M3ty airport luxury handbag brand.
In reply to Fueled by Caffeine :
What kind of car do the purchasers of E36 M3ty airport luxury handbags drive, do you think?
A font that mixes lower and upper case all the same size and rounded? It looks like it was designed by/for kindergartners... I guess they weren't lying when they said they were targeting a younger demographic.
Almost as bad as the new KIA logo
Two umbrellas passing in the night.
This part from the article is an interesting take on how to make money and have a viable business:
"Halting production of today’s Jaguar lineup and effectively withdrawing the brand from the market for almost two years—although U.S. Jaguar dealers will be selling down inventory through 2025—sounds like a breathtakingly radical move. But it makes economic sense for a car company whose balance sheet has for years been awash with red ink. “We don’t lose money if we don’t sell money-losing cars,” one insider pointed out."
Two years of no sales beyond selling down current inventory? I hope they have enough capital in reserve to pull that off, what with the R&D and retooling costs needed for the new vehicles.
And that last part, "We don't lose money if we don't sell money-losing cars."
Hemorrhaging money for two years while selling down money-losing inventory is the path to profitability?
I sure hope they know what they're doing and I'm glad it's not my money they're gambling with.
Good luck with that "plan."
looks like one them dotcoms logo, they prob had a Zoomer design it.
Keith Tanner said:In reply to Fueled by Caffeine :
What kind of car do the purchasers of E36 M3ty airport luxury handbags drive, do you think?
Vauxhalls.
jaguar drivers thing they're better and are more than happy worship at the altar of LVMH with their credit cards out.
Shockingly close to the 1gn "neon" font I'm not sure why but that makes me slightly more inclined to buy a Jaguar
maybe its just me, but build a car that people want to buy, price it competitively and people will buy it... You can call it poop on a stick and people will still buy it. Jaguar didn't fail as a brand because of the brand, they failed because in an ultra competitive segment they didn't build a car as good as the competition.
when Tesla emerged on the scene they proved that if you build an attractive car that was fast with great tech, you didn't need to have a proven brand name and they still sold out...
Hyundai misses the mark with Genesis because they don't compete with lease deals against competitors (BMW and Merc subsidize leases to lower lease payments) and considering nearly 1/3rd (or higher) lease new luxury cars you can understand why they sell slower than BMW and Merc. Acura & Lexus figured this out, watch modern commercials for those brands and they display lease payments not discounts.
They should have used Comic Sans font. It couldn't have looked worse.
Maybe they have a plan to expand into selling perfume for older women.
Or perhaps it's a new fantasy series.
When I saw it was a mix of upper and lower case letters in a font that looks like it came from a line of children's toy.... Who is this for? Who are they hoping will get excited about this? They need appealing product, not toying with the logo. I see this brand being gone in five years.
I thought Jaguar "Stepped back from luxury cars" when they sold a Ford Taurus.
This is part of their new ad campaign. I guess history and tradition are no longer part of Jaguar's brand.
As long as they keep berkeleying up transmissions, I'm still in business.
In reply to DWNSHFT :
I'm actually speechless. I have no idea what to make of that.
Here's my 2 cents, so feel free to ignore:
The new logo and direction are designed for a very specific demographic, one that most of its "traditional" customers aren't part of–myself included. (The then-new grille on the BMW 4 Series comes to mind.)
I'm not entirely sure what that demographic is, but I'd wager it's a much younger, more maximalist customer base.
Jaguar isn't just revamping its lineup, it's attempting to change its entire brand. I'm not shocked that it looks flamboyant, garish and something entirely different from what most of us are used to.
I also wouldn't be surprised to see more brands reinvent themselves in a similar fashion–especially as manufacturers change from "car makers" to "mobility companies."
TL;DR: Similar to music, some things aren't designed or created to please everyone, but a specific type of buyer.
In reply to ShawnG :
TOUCH IT!
TOUCH ZEE JAG-U-AH!
The rebranding is driving me insaine.
There.I am insane now.
DWNSHFT said:This is part of their new ad campaign. I guess history and tradition are no longer part of Jaguar's brand.
This feels like a "fragrance" ad. Is there a fragrance in the works.?
Copy nothing but somehow the above reminds me of Grace Jones/David Bowie/Annie Lenox/Max Headroom in 80's bright colors
I mean, what they're doing now clearly isn't working, so why not take a big swing? Everyone is talking about it at least.
I do like the primary conceit of the logo which is the mirroring of the JA and the AR. I feel like the designers nailed that part and were so in love with it they wanted to stick with it, even though there was no easy way to integrate the rest of their lowercase characters with that font. So now the uppercase GU sticks out a bit, but I'll wait to see how its integrated onto surfaces and actually used in context to pass final judgment.
Mostly I'm curious to see how this rebrand reflects in the product. I guess we'll actually get some cars the first week of December and it'll be interesting to see how this approach is integrated into the actual product.
You'll need to log in to post.
