Chapters - 0:00 - Introduction 2:20 - Reinventing Jaguar 4:25 - Why Jaguar's rebranding made headlines 7:55 - Jaguar Type 00 concept 10:55 - Thinking like a start-up 12:45 - Marketing revamp 14:50 - Link to the past 16:15 - New platform and products 17:18 - Market for high-end EVs 20:30 - Living in Land Rover's shadow 21:12 - Potential in India
I own a jaguar and I would have never bought it if I knew they would kill the brand in this way. Design boss should be fired and ceo should issue public apology and walk back on idiotic design decisions.
Ab kuch ni ho skta 😂 next time car ko Jaguar service centre me mat le Jana ni to logo bhi change kr denge purana ukhad k. N pick color se paint kr denge 😂
This is the best way to save Jaguar brand. They are anyway failing in ICE version and this rebrand + Electrification is the best option to save themselves.
Jaguar is one of the most prestigious brands in automotive history and commands rich heritage shared by a select few brands (Porsche and Alfa to name a few). Imo they should’ve continued to lean into their history w.r.t. the design while entering into the EV market. Most EVs look boring and if you bring a familiar name and design into that space, it’s going to bring you customers from non-EV market - Ford Mustang Mach-E and Porsche Taycan are good examples of this theory. I’ve owned a Jag for 5 years (2017 XE 35t) and it was without doubt one of the best cars in its segment from a design, handling, and overall performance standpoint. It’s been sad to see the brand like this these past couple of years and I hope this rebrand works out for them.
Prefer to hear the Autocar India Deep Drive Podcast? Listen on: Spotify: spoti.fi/44re4Z5 Apple Podcast: apple.co/4dm563o Amazon Music: amzn.to/4blq94k
One thing that stands out from start to end in this video was disappointment in Hormazd Sir's voice... He is always so happy and jolly during the podcasts... And I agree with the sentiment... Killing the legacy is never a wise idea.. sadly the legendary Jaguar is now a chapter of the past... Lets see what the future brings for this Jaguar..
I like the new logo and even the new concept car looks great. A modern bat mobile, it gives me citizen Ken vibes! Well done Jaguar 🎉 There will be some oldies hanging on to nostalgia without any business or new aesthetic sense!
They want to become ultra luxury car brand. Selling just 10k or 20k cars. I like the idea. It's better than losing money. Also now they got all the attention
Jags were always associated with the British racing green amd a classy yet sporty demeanor. Whatever this pink mishap is hope they correct it in the production models. Currently with this color and the new logo it looks like they just want to sell their cars just to the pronoun brigade.
I was caught by suprise when i noticed logo of new jaguar super luxury car brand is somehow already on my tap and showers. Are these companies connected?
Everyone is talking about Jaguar we nailed it, brilliant negative publicity campaign. Spells: first we did not have an engine now we do not have a vision.
If they wanted to go high-end maybe they should have rebranded as a sportscar only brand somewhere between a Porsche and Ferrari. With the current EV only decision by Jag. they should battle it with Tesla (premium but still good volume) instead of going super high-end.
If they can pull out a (rabbit) stunning car in terms of looks, reliability, performance and economy then all this negative publicity will turn in to a double positivity because we all love when the under dog becomes the top dog!
Tata does not know what to do with Jaguar. Jaguar didn't fail because of going Merc BMW n Audi territor but because of never having full range n generic looks. U could mistake it for a BMW. Just look at Range Rover its looks so distinct n graceful. Another reason is selling in same showroom. You don't sell Jeep n Alfa Romeo from a same showroom or Skoda n VW n Audi from 1 showroom even though they r basically the same underneath. Thirdly Jaguar is a V8 roaring cat. How on earth can you make it electric. Look at Rimac. Electric Supercar owned Bugatti. The had to give it a V16 because that's where the DNA is. For such engines synthetic fuels are the solution. No pollution no range anxiety.
Jaguar recent ad campign is what happens when DEI inserts forget that what their real job is and try to push their personal agenda. However great the product is, do remember its something for somebody who has arrived. If the brand doesnt finally spell class, and what the ad is trying to project is certainly not that, the target demography is not wanting to be seen in it
How can the product be good when it's going to be battery powered only. People did not buy jaguars because of the unreliable products but the brands was much loved despite bad products. Now the brand is gone for ever. They cannot make up for what they have screwed up. Who wants a battery powered jag
I have a Jaguar XF with the 5.0 Supercharged V8, have owned it for 13 years now, superb car, one of my favorites among my other cars which includes some of the best.. Very disappointed with this rebranding nonsense. They got rid of one of the main characters of Jaguar.. Let’s see how many of the ‘woke’ crowd will be able to afford one. They have put off the Jaguar loyalists. As a designer, I know how disheartening it’s for the “new management “ getting a consultant to come up with key design elements!! I don’t have a good feeling on how things will go. They will have to retract some steps..
It's very easy to comment saying they are killing a legendary brand. I am not a fan of this either. But, the truth is, Jaguar was in trouble. Those who are criticizing Jaguar would have probably bought some German alternative if they were in the market for a car in that range.
Forget the ad the new logo is sad, removing the much revered leping jaguar and replacing it with a plain text which every other cheapo brand that cutting costs uses. And then call it "Copy Nothing" Irony died a hundred deaths
the trollers are in the market which dosent give much sales anymore, do the Chinese teenagers care abiutr Jaguar's heritage design or a patek's movement, they want a ultra luxury titanium patek that dose more than a apple watch ultra
All these Woke-ists are ruining the world. Why would they want to extend their ruination to lovely iconic brands like Jaguar….? Seriously, the brand is about Cars! And not about this Political Correctness.
I think you guys are not being fair to EVs, at the lower end ,normal people care for the cost of ownership not the number of cylinders. At the higher end, people don't buy rolls Royce or bentley because of the 12 cylinders, the whole point of ultra luxury car is being smooth , quite and opulent. The comparison to watches is very misguided as well since patek/rolex are for the fraction of 1% of audience whereas a casio/smart watch is what people actually want.
This a company is committing Harakiri in the name of re-branding….sad to see this madness being justified in fancy words…utter nonsense of a design and logo
Chapters -
0:00 - Introduction
2:20 - Reinventing Jaguar
4:25 - Why Jaguar's rebranding made headlines
7:55 - Jaguar Type 00 concept
10:55 - Thinking like a start-up
12:45 - Marketing revamp
14:50 - Link to the past
16:15 - New platform and products
17:18 - Market for high-end EVs
20:30 - Living in Land Rover's shadow
21:12 - Potential in India
Jaguar has successfully rebranded itself as cheap, pretend, psuedo luxury bathroom fittings and faucet maker!!!
The faucet brand is not jaguar. Everybody even the builders and architects call it jaguar. In fact its JAQUAR not JAGUAR.
Thats Jaquar not Jaguar
Hormazd is trying hard to be subtle and kind in criticism, his disdain is totally understandable
I own a jaguar and I would have never bought it if I knew they would kill the brand in this way. Design boss should be fired and ceo should issue public apology and walk back on idiotic design decisions.
I don't or can't afford one, but I am with you 😊
Ab kuch ni ho skta 😂 next time car ko Jaguar service centre me mat le Jana ni to logo bhi change kr denge purana ukhad k. N pick color se paint kr denge 😂
It will be upscale boutique EV brand, chill. You got a beautiful Jag.
Same here. Although i don't own one.
Love Hormazd's analogy, "Patek Phillipe with a Quartz"
Spot on, exactly why that category doesnt excite beyond the specs and does not drive sales
As a classic 1948 Jaguar owner. I feel they suddenly made all prior jaguar owners disappointed
Patek Philippe with a battery powering a quartz movement!!! 😂
This is the best way to save Jaguar brand. They are anyway failing in ICE version and this rebrand + Electrification is the best option to save themselves.
Jaguar is one of the most prestigious brands in automotive history and commands rich heritage shared by a select few brands (Porsche and Alfa to name a few). Imo they should’ve continued to lean into their history w.r.t. the design while entering into the EV market. Most EVs look boring and if you bring a familiar name and design into that space, it’s going to bring you customers from non-EV market - Ford Mustang Mach-E and Porsche Taycan are good examples of this theory. I’ve owned a Jag for 5 years (2017 XE 35t) and it was without doubt one of the best cars in its segment from a design, handling, and overall performance standpoint. It’s been sad to see the brand like this these past couple of years and I hope this rebrand works out for them.
Prefer to hear the Autocar India Deep Drive Podcast? Listen on:
Spotify: spoti.fi/44re4Z5
Apple Podcast: apple.co/4dm563o
Amazon Music: amzn.to/4blq94k
Mahindra EVs good, all the best for jag EVs also,
It's not REBRANDING it's BETRAYAL
One thing that stands out from start to end in this video was disappointment in Hormazd Sir's voice... He is always so happy and jolly during the podcasts... And I agree with the sentiment... Killing the legacy is never a wise idea.. sadly the legendary Jaguar is now a chapter of the past... Lets see what the future brings for this Jaguar..
JLR will soon be LR.
I like the new logo and even the new concept car looks great. A modern bat mobile, it gives me citizen Ken vibes! Well done Jaguar 🎉
There will be some oldies hanging on to nostalgia without any business or new aesthetic sense!
Its the oldies opinion that matters because they will have the money to buy it, NOT YOU, LOL. 😄
Thank you, very insightful and helpful.
Brilliant Content & Awesome Insights 🤘🏻👌🏼🚗💯
One thing is for sure, The production cars will be very polarising, either you'll like it or absolutely hate it.
It’s better to be an exclusive Patek Philippe than to be 1 of 100 Swatches!
They want to become ultra luxury car brand. Selling just 10k or 20k cars. I like the idea. It's better than losing money. Also now they got all the attention
If have enough money I will definitely buy this
Jags were always associated with the British racing green amd a classy yet sporty demeanor. Whatever this pink mishap is hope they correct it in the production models. Currently with this color and the new logo it looks like they just want to sell their cars just to the pronoun brigade.
Tata’s had totally lost it with JLR!
Even M&M is better!
Jag will rock
Wait and watch ❤
Big Question is Weather This logo is Good or The Imtetmally design Logo ?
Hormazd is correct why billionaire or millionier will charge it when they can fill it and enjoy the real mechanical engineering car
I was caught by suprise when i noticed logo of new jaguar super luxury car brand is somehow already on my tap and showers. Are these companies connected?
Everyone is talking about Jaguar we nailed it, brilliant negative publicity campaign.
Spells: first we did not have an engine now we do not have a vision.
If they wanted to go high-end maybe they should have rebranded as a sportscar only brand somewhere between a Porsche and Ferrari. With the current EV only decision by Jag. they should battle it with Tesla (premium but still good volume) instead of going super high-end.
I’ve owned my jaguar XKR for nine years now and I have loved it, but to be honest I’m a little embarrassed, driving it now after this new campaign
If they can pull out a (rabbit) stunning car in terms of looks, reliability, performance and economy then all this negative publicity will turn in to a double positivity because we all love when the under dog becomes the top dog!
Can Saturday Podcast be Around 7 / 8 PM
Tata does not know what to do with Jaguar. Jaguar didn't fail because of going Merc BMW n Audi territor but because of never having full range n generic looks. U could mistake it for a BMW. Just look at Range Rover its looks so distinct n graceful.
Another reason is selling in same showroom. You don't sell Jeep n Alfa Romeo from a same showroom or Skoda n VW n Audi from 1 showroom even though they r basically the same underneath.
Thirdly Jaguar is a V8 roaring cat. How on earth can you make it electric. Look at Rimac. Electric Supercar owned Bugatti. The had to give it a V16 because that's where the DNA is. For such engines synthetic fuels are the solution. No pollution no range anxiety.
New Jaguar brand logo makes makes it look like a Sanitary brand to me. #personal opinion 😅
Jaguar recent ad campign is what happens when DEI inserts forget that what their real job is and try to push their personal agenda.
However great the product is, do remember its something for somebody who has arrived. If the brand doesnt finally spell class, and what the ad is trying to project is certainly not that, the target demography is not wanting to be seen in it
Even if they would've gone only ice with mechanicals all in then even there was rechance of bounce back.
How can the product be good when it's going to be battery powered only. People did not buy jaguars because of the unreliable products but the brands was much loved despite bad products. Now the brand is gone for ever. They cannot make up for what they have screwed up. Who wants a battery powered jag
I have a Jaguar XF with the 5.0 Supercharged V8, have owned it for 13 years now, superb car, one of my favorites among my other cars which includes some of the best.. Very disappointed with this rebranding nonsense. They got rid of one of the main characters of Jaguar.. Let’s see how many of the ‘woke’ crowd will be able to afford one. They have put off the Jaguar loyalists. As a designer, I know how disheartening it’s for the “new management “ getting a consultant to come up with key design elements!!
I don’t have a good feeling on how things will go. They will have to retract some steps..
It's very easy to comment saying they are killing a legendary brand. I am not a fan of this either.
But, the truth is, Jaguar was in trouble. Those who are criticizing Jaguar would have probably bought some German alternative if they were in the market for a car in that range.
Forget the ad the new logo is sad, removing the much revered leping jaguar and replacing it with a plain text which every other cheapo brand that cutting costs uses. And then call it "Copy Nothing"
Irony died a hundred deaths
I love the design. Whats the fuss about.
to survive, jaGuar chose to be gay.
F pace still remains my favourite though I own a competitor. I will hold on to my ice till the end.
Type 00 dosnt resemble the etype..it looks like a carton box made to store the e type.
One more episode jsw mg select operation sir
It's a mistake. TATA owns Jaguar, so they've basically made it look cheaper, like the other Indian made cars.
the trollers are in the market which dosent give much sales anymore, do the Chinese teenagers care abiutr Jaguar's heritage design or a patek's movement, they want a ultra luxury titanium patek that dose more than a apple watch ultra
It will fall miserably
No matter what spin auto journalists put on it, both the car and ad are rubbish. Jaguar is a dead brand. A dead company. No hope for revival.
When you ask ChatGPT to rebrand your company
A brand which mostly advertises on the side of baddies and villains in Hollywood, this move is anti climatic
Let’s see how much the “progressive” woke people buy and support this brand.
Jaaag is gone !
All these Woke-ists are ruining the world. Why would they want to extend their ruination to lovely iconic brands like Jaguar….?
Seriously, the brand is about Cars! And not about this Political Correctness.
I think you guys are not being fair to EVs, at the lower end ,normal people care for the cost of ownership not the number of cylinders. At the higher end, people don't buy rolls Royce or bentley because of the 12 cylinders, the whole point of ultra luxury car is being smooth , quite and opulent. The comparison to watches is very misguided as well since patek/rolex are for the fraction of 1% of audience whereas a casio/smart watch is what people actually want.
They are only catering for that 1% and god forbid it will be a disaster
Misstep for sure!!
This a company is committing Harakiri in the name of re-branding….sad to see this madness being justified in fancy words…utter nonsense of a design and logo
Jaguar symbol is the worst in this rebrand its like a cafe symbol .
Copy nothing!
They should have started first with the Jaguar 'brand name' itself and left it alone..
Don’t worry. The production version is going to look worse.
The aspiration for the brand is dead
Jag just turned to 00 zero
That roaring cat looked more like a devil with horns than a cat. Glad that is gone.
Jaguar now cheap pseudo luxury brand
A brand which mostly advertises on the side of baddies and villains in Hollywood, this move is anti climatic