Jag's rebranding effort is moving forward

The Mazda RX Vision with the straight six would make an excellent Jaguar coupe. 

I expect this

Pete. (l33t FS) said:

ShawnG said:

I thought Jaguar "Stepped back from luxury cars" when they sold a Ford Taurus.

Hey now, they never sold Tauruses.

They sold LSs and all wheel drive Mondeos (Contours) 

 

Why all wheel drive? Because they insisted that all Jaguars drive the rear wheels in some fashion.

Still a Forguar.

To be fair, a lot of luxury brands have been slumming it for the last few decades.

Lincoln, Cadillac, I'm looking in your direction. 

jgrewe said:

Maybe they will try the New Coke/Classic Coke strategy when they realize how bad this is.

"Oh, that was just a joke! This new car we are selling brings back the classic feel of the D type!

I mean.....a modern D Type could be cool

Docwemple said:

To those upset about caps v lower case. Jaguar isn't a sir name. 

The point was that it looks graphically stupid, not that it's grammatically incorrect.

yupididit said:

They should just sell the F-Type. Its the only vehicle they got right in the last 20 years.

F-type is a beautiful car. They should take the F-type body and put some kind of hybrid/EV drivetrain in it and put it around $50-60k.

As to branding, logos, and whatever that ad is....whatever. It can't be worse than the fact that NOBODY has talked about Jag in years for any reason. My friends and work associates are mostly white-collar people who buy new mid/high SUVs and EVs. Most of them aren't "car people" but not a one of them has EVER mentioned Jag to me as something they're interested in. It's like a Buick or Olds to them....and old/snooty-people car. 

So I'm not a fan of the new logo or marketing personally, but maybe it finds them a new clientele, which they currently dont' really have....at all. 

Side note: the naming on their SUVs is dumb AF. F-Pace, G-Pace, whatever. It sounds dumb. Literally some of the dumbest car names in history, IMO. "What Do You Drive?" "An F-Pace" "What even is that?"

Pete. (l33t FS) said:

ShawnG said:

I thought Jaguar "Stepped back from luxury cars" when they sold a Ford Taurus.

Hey now, they never sold Tauruses.

They sold LSs and all wheel drive Mondeos (Contours) 

 

Why all wheel drive? Because they insisted that all Jaguars drive the rear wheels in some fashion.

Incorrect. I believe it was AWD because someone at Jaguar hated mechanics and wanted them to suffer more than they ever had before. 

GRM readership who knows what enthusiasts want:  "Let's get Jeremy Clarkson to drive it while saying 'Jaaaaag'."

Advertising company hired by Jaaaaag:  "Let's copy that 'successful' Bud Light campaign so people talk about Jaguar".

ddavidv said:

GRM readership who knows what enthusiasts want:  "Let's get Jeremy Clarkson to drive it while saying 'Jaaaaag'."

Since it will be electric, they could have Jeremy's voice saying 'Jaaaag' on the car's sound generator.

Keith Tanner said:

The Mazda RX Vision with the straight six would make an excellent Mazda. 

FTFY 

As far as I'm concerned, the irony that an "iconic" British brand is owned by a company that is was part of the UK colony system.  

And they've owned and controlled them since 2008- 16 years ago.  So it's pretty funny that people still look back to over 20 years ago when Ford and Jaguar shared platforms.

At the same time, has anyone bashed the heck out of Aston Martin about the DB7 that was way more historic Jaguar than the F type was?  The first DB7 was a steel XJS with a Jag body on it (with an Aston grill) and a supercharged Jag engine.  The F was a derivative of the XJS but modernized and could be gotten with a modern V8.  

But it's terrible that Ford and Jaguar develop a new platform together with a V8 together.  Which was a better engine than Jaguar ever did on their own.  And THAT is the history people insist to remember.

Don't get me wrong, I really don't like Jaguar- having worked "with" them on a few projects, I figured they were a losing proposition pretty quickly.  Which played out exactly as I expected.

Let's be honest: none of you bastards were ever going to buy a Jaguar, no matter what they did.

In reply to Appleseed :

Well, if they'd brought out a wagon or conceivably even a sedan at a similar price point to a 3-series BMW and leapfrogged up to current quality (not BMW quality, like, actual quality possible in a modern car), it's really quite possible.

But I don't think they were ever going to shoot for that. It was sketchy-end-of-reliability* with a neat badge crossing over into pricey EV, and now... Who knows? But nothing they're doing is hinting at a radical, over-the-top, earth-shattering focus on core vehicular goodness.

* I know it's a tangent, but... My wife's Q5 seized itself solid with 11k miles on it. Our friends' new XC90 has spent more time at Volvo than with them in the six months they've had it. It feels like the frills are starting to badly undermine the whole "be a car" thing. I suspect a Toyota wouldn't have these issues, but then a friend's recent-model Civic has done odd things like the entire dash just going on vacation for a while. It came back, but the dealer was unable to find an actual issue. We're on the cusp of having vehicles with only a handful of moving parts and overall reliability feels like it's slipping. Is it accurate to suggest that cars of the '80s wore out faster and were less efficient, but were much less prone to issues that were actually sudden, crippling, and complex? I feel like the peak of tech improving the vehicle was somewhere in the '90s-'00s, and then the complexity exploded...

Hey, is this the overlap in the Venn diagram between "get off my lawn" and "shouting at clouds?" (EDIT: Rolling Stones' "Get Off Of My Cloud" just because I hate having to click through to find out what a link is.)

Appleseed said:

Let's be honest: none of you bastards were ever going to buy a Jaguar, no matter what they did.

In reply to Appleseed :

Not one of the upcoming EVs, perhaps, but...

In reply to Appleseed :

If an XJS v12 coupe came my way for the right price,  I'd be on it like a fat kid on a donut.

In reply to Jesse Ransom :

To be fair, they did have a wagon as of 2020.

In reply to Puddy46 :

True, and I thought it looked neat. But my other points around quality and price meant that I didn't care what they were building.

In reply to ShawnG :

I ment a new Jaguar,  but I should have clarified.

In reply to Jesse Ransom :

Your proving my point.

Appleseed said:

Let's be honest: none of you bastards were ever going to buy a Jaguar, no matter what they did.

By the time I could afford an X-type, they stopped making it.

That's the only csr they ever made that I found remotely appealing.  Still a little big, and they didn't sell the 2l version in the US.

In reply to Appleseed :

I thought you meant the usual sort of "GRM doesn't really buy new cars" and so forth... If you just meant that they'd have to have turned things around for a while before any of us would, then, yeah... agreed.

GRMers be like, "We'd absolutely buy a Jaguar".

When the Empire Strikes Back and strikes back hard. India's Tata is laying the smack down on the historic British brand. 

I feel like the demographic they are aiming for is the type to not spend the money on something because those are things they don't spend money on.