The new Jaguar has begun in earnest with the launch of a new logo and branding, accompanied by a launch video that looks like something created during a task on The Apprentice where the product is so far removed from what it’s trying to show that you wonder what’s being advertised in the first place. Cars, maybe.
It’s a rare day indeed when Elon Musk speaks for most of us, but his retort of “do you sell cars?” to the video posted on his X platform summarised what many were thinking (even if Musk might have had his own reasons for highlighting it).
Yet delve into the other comments about the video and the issue with rebooting a brand with very different positioning while it still exists in its current state is laid bare.
For all the witty retorts from the social media team back to Musk (“meet us for a cuppa”) or to others asking where the cars are in all this (“we’re setting the stage”, “soon you’ll see things our way”, “think of this as a declaration of intent”), you don’t have to get too far into the comments before the question Elon asked is answered: Jaguar does sell cars still, it has current owners with cars that are still very new, and while the company might want to ignore its present in the way it’s trying to position itself publicly, Jaguar still means and is something very different in the wider public consciousness.
And it’s a company that has not had a good time of it in recent years because JLR has been besieged by quality issues and an ongoing parts supply.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
One reply to Jaguar’s video read: “2 year old F Type, just back from its third warranty repair, and returned with a large scratch on the door and damage to the side skirt. They need to improve build quality and dealer / service network before I’d consider buying another one."
Jaguar's reply: “Hi please let me know if we can be of any assistance. If you send us a private message with your VIN, email address, telephone number and local retailer, we'll look into this for you. Thanks.”
“What’s happening to your parts. My car has been in a JLR dealer for 3 months and still no sign of part. I have a 5 year old jag that I have been unable to drive for 4 months. The repair should have taken a day to fix.” Ouch.
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JaGUar's new marketing 'guru' didn't like the old 'growler' badge, so he/she/they decided to replace it with one that looks like two 'sausages' about to touch.
Interesting ad, seems to be aimed more toward gen Z, they/them type rather than the super weatlhy, well heeled customers Gerry seems so desperate to be associated with. I really hope this reinvention works, if it doesn't the brand is effectively finished, and you'd hope, the careers of their senior managment team.
As for the issues being highlighted in the X post, it's something our family can directly relate to following an number of unresolved issues with an F-Pace a few years ago, which was eventually rejected and replaced by the leasing company with fault free Velar. Jaguar and their dealers proved utterly inept, and incredibly arrogant at sorting anything out. Hopefully they have the strategic oversight to ensure an hollistic approach to the brand reinvention is rolled out becuase at the moment, something is very wrong with the organisation as a whole.