Jaguar, the British automobile company, is apparently going after a new look. The direction is interesting, but it diverges dramatically from Jaguar’s past. For that matter, I’ve never seen an automobile rebrand quite like it.
What do you think?
1 Like
Wow it looks like a fashion advert for Balenciaga or something. It’s a very bold change for what in my mind has always been a moderately-wealthy old mans car.
I guess the old branding probably targeted at the same customers that would buy a BMW or Mercedes and they wanted to differentiate themselves.
Who do you think their audience is? Art dealers 
?
1 Like
I won’t miss the stretched lettering on the old logo, but it’s a shame to lose the cat. The new lettering looks kind of feline but it has no identity - it could be any product.
As for the advertising - well the car as lifestyle choice is with us.
2 Likes
Ah well, it’s Ford now anyway and they’re not Jags as they used to be. Like any good brand, it should always reflect the business as it is, not as some halcyon throwback to days of yore.
I quite like it, for what it is aesthetically. I just fear they may have thrown the baby out with the bathwater a bit. Although it is a different beast now, cars – especially performance cars – are usually bought emotively anyway and Jag heritage is a huge selling point.
All that said, typographically there are a few glazers. I hate the top-right, outer curve of the ‘a’ and the bottom of the ‘j’ leaves a lot to be desired.
I love the last line of the vid. ‘Copy nothing’ by creating a fairly ubiquitous, generic brand, but use self-consciously outré people. Corporate genius personified!
1 Like
This is a real strong NOPE from me.
One reason I’d buy a Jag is for the fierce logo and the cat on the hood - which they don’t have anymore. (If I had the money to burn for a car that’s always in the shop being fixed.)
The mix of upper and lower case in the new logo makes my eyes bleed.
Helvetic-ization strikes again. Just make it a circle and be done with it.
1 Like
glazers!! glarers
Actually looking at upgrading to electric car and was looking at the Jaguar and went to the website and couldn’t make heads it tails off what was what so just left the site.
It’s a bit weird.
1 Like
This makes the KIA rebrand look good.
2 Likes
Gut reaction is “odd”.
I mean, talk about trying to take your brand in a completely different direction. I poked around and saw traditionally jaguar owners tend to be males in their mid to late 50s.
It looks like now they are trying to target … well, I’m not sure. I saw an article stating that "Jaguar will shift its targeting to younger, wealthier, more urban shoppers that the company describes as “design-minded” and “cash-rich, time-poor”
The thing is, their cars don’t seem to reflect that. IMO.
I mean, they definitely are going all in. The new brand look is all over their website. I’m curious if their show rooms and sales team also are indicative of this change. Just a really odd drastic shift.
2 Likes
I dunno, if I were to spend $60k on a car, it isn’t going to look like a $16K Hyundai Accent…
2 Likes
I’ve noticed there are only two basic car styles left: the sedan style and the hatchback style (below).
Safety and fuel efficiency standards have steered everything in the same direction that maximizes aerodynamics and rounds off the corners. Buying a new car is no longer exciting — another expense to endure when the old one wears out.
4 Likes
Odd to say the least and that commercial is just bizarre.
2 Likes
I can’t argue with the points you made. One of the things I don’t like about modern cars is how short side windows are these days.
2 Likes
… and being of the taller variety - I’m constantly whacking my head on the side as I try to get in 
1 Like
Looking at electric cars now for the new year.
The ioniq 6 is quite a unique shape and has lovely interior.
Basic shapes are out there already, estate, hatchback, saloon, sport, SUV, crossovers etc.
I was testing a Tesla the other day, nifty little thing and very strange to control everything via a touchscreen panel.
I didn’t like the steering wheel, there was no stalks on the model I tested, so the indicator is on the steeringwheel as buttons which makes it awkward to change indication direction mid turn (here we have roundabouts, so your steering wheel could be turned 90 degrees putting the indicator at the top of the wheel - or even on the opposite side if turned 180 and upside down.
Very strange.
What I’m liking is interior setups, comforts and little bits of style.
The Tesla was winning for a while, but as I build my spreadsheet of
Price/Range/Comfort/Pros/Cons
I’m leaning more towards Kia EV6/EV9 or the Ioniq 6 Elegance
It’s not really about Price - but Range/Comfort/Pros/Cons are starting to push certain cars higher up the list.
I like the Jaguar brand (prior to this release) and it’s true, it’s really middle aged people who buy them.
They are really nice.
The BMW i4 edrive35 is quite cool too.
Now with all my research done I need to find which has the best resale value…
But the Jaguar rebrand has totally turned me off it for some reason.
3 Likes
Jaguar has become “woke”, like everything else these days.
1 Like
I’m not sure I’d quite use the term for this rebrand in either the original slang or more pejorative definition.
I’d more inclined to think the rebrand is a weird attempt to broaden the appeal of the car, using the corporate conceptualization of what they think will attact the modern, wealthy, younger urban shopper. I’m not sure they hit that mark…
1 Like
I withheld judgment on the new Jaguar look for a few days. Although I initially liked its artsy boldness, I don’t think it’s appropriate for Jaguar. The look might be more suitable for the discontinued and odd-looking Nissan Cube.
The artsy look (I also see some “wokeness” or DEI) will turn off many potential buyers and appeal to others. However, I doubt those others will be a large enough crowd for a pricey luxury sports car.
Maybe I watched too many episodes of the British 1960s The Avengers television series, but I associate Jaguars with sporty, suave middle-aged English gentlemen in suits, bowler hats, and carrying umbrellas. There’s also the old (deserved or not) reputation of the cars breaking down and being unreliable.
I can understand Jaguar’s desire to update its image, but going in a direction that seems opposed to its heritage seems like a step or two in the wrong direction. As @sprout suggested, they seem to be throwing out the baby with the bathwater.
Jaguar’s website says more will come in December. Perhaps it will make more sense then.
1 Like
I’d want to hear what people under the age of 40 think, because that’s the clearly the target demo.
2 Likes