Jaguar unveils new logo ahead of electric relaunch
Posted by Kobebeef9@reddit | cars | View on Reddit | 249 comments
Going all electric in 2026 and with this revamp I am very doubtful the brand being around within the next 10 years
Totallynotaswede@reddit
I 110% think this is a strategic play to position themselves as the anti-Tesla tesla brand. Being a niche manufacturer with a smaller customer base, they're likely rethinking their market position. It's like if mechanical watches were dying out. People who buy Rolexes for their craftsmanship and aesthetics wouldn't suddenly want a Rolex that looks like a Casio and they'd look elsewhere since the brand's appeal would be gone.
Wouldn't be surprised if this strategy might work for Jaguar, but it's clearly more about making waves than being "unique", the whole "Copy Nothing" vibe and marketing looks exactly like a smartphone launch. Think One+ etc.
It's going to be interesting to see if other smaller manufacturers try and capitalize in similar ways.
ProjectZeus4000@reddit
One of the only comments here really understanding this rebrand.
When your targeting a low volume niche, you don't need everyone to like it, if anything you want to be contrarian and divisive. This rebrand and new logo has got them more attention than anything they've done in years if not decades, and eyes on the reveal of the car concept in 2 weeks.
Lots of people: (1) dont seem to comprehend that their previous idea of the brand of old men saying "jaaag" was not selling cars, which by the way were good cars (often getting better reviews than 3 and 5 series, winning car of the year in Germany)
(2) Really don't understand actual rich people. They believe all this bullshit about flashy people aren't really rich, there are no rich young people, REAL wealthy people are discrete and drive old Volvo's. Evidenced by the fact LVMH was the most valuable company in all of Europe by jay being a collection of brands, this is untrue.
There are enough rich young people to sustain a small market they are targeting
Purrchil@reddit
Looks like a logo for a company doing furniture or kitchens.
WorldlinessOk7945@reddit
That's because they will go full electric.
lieutenantsheisskopf@reddit
Looks like a fancy espresso machine logo
Pure-Clerk-7207@reddit
Exactly
a6c6@reddit
I was gonna say looks like a logo on a fancy air fryer
OG55OC@reddit
RIP JAGUAR 1935 - 2024
AlfredAnon@reddit
Rest in peace.
Snazzy21@reddit
What the hell is Jaguar becoming? Are they competing with Bugaboo strollers and Jitterbug cell phones or making cars?
bwoah_gimmethedrink@reddit
Awful as expected. Jaguar is in for a surprise when they discover that the market for young wealthy people who desperately want an EV limousine doesn't exist.
UnloadTheBacon@reddit
That market does exist, but the kind of people who want one want it for the gravitas and prestige it brings, not as a gauche fashion accessory. They want something they can park out the front of a 300-year-old country house without it looking out of place.
Either that or you're selling a "performance version" to flash hyper-masculine idiots in Dubai with no taste, who wouldn't be seen dead associating with a car brand whose marketing could be mistaken for perfume ads.
V-Right_In_2-V@reddit
If no one has seen how this new logo was unveiled, it was done on X/twitter with this video
https://x.com/jaguar/status/1858800846646948155?s=46
I can’t help but think this is a tone def marketing disaster
UnloadTheBacon@reddit
Wow. That's.... That's a perfume ad.
If they were intending to completely undermine everything the brand stood for in 30 seconds, they succeeded.
lumpialarry@reddit
All they need to do is use this one
Cholosexual-@reddit
And just like that, jaguar has dug their grave
Airborne263@reddit
I own 2 ev's and love them despite some of the potential downsides and ive been getting the money together to buy a new F pace (r) i never thought id be influenced by something as small as a logo but after seeing the new Jaguar script i obviously am. I can see aftermarket badge makers making a fortune
nate390@reddit
Jaguar were already in decline but now it's clear that they have completely and utterly lost it.
colin_staples@reddit
When you have nothing to lose, go bold
Jaguar have stopped selling new cars, their attempts to be "the British BMW" (X-type and XE as a 3-series rival, S-type and XF as a 5-series rival etc) failed, and last year their design boss conceded the Jaguar brand has "no equity whatsoever"
At least let us see the new cars before deciding that this is a total disaster
You may turn out to be right
Or maybe the new cars, and the rebrand, may turn out to be a smart move.
But as of now we simply cannot know
Hustletron@reddit
Well since their design boss doesn’t respect their history I guess we have an explanation for this debacle of a new brand launch.
colin_staples@reddit
It's got everyone talking about Jaguar, so in some ways it's been a very successful rebrand.
And the brand was near-dead anyway, you either kill it or change it.
As for "respecting their history", if you are too tied to your history it drags you down and you will never progress or evolve.
Jaguars history was sidecars. BMW's history was in bubble cars. Should they have stuck with those? And Jaguar spent too many years doing retro designs (S-type) and got criticised for that. Now they reinvent themselves and get criticised for that too - before you've even seen any of their new cars.
movingtobay2019@reddit
I am not criticizing them for reinventing themselves. They needed a rebrand. The problem is the rest of their strategy.
Following are from CarAndDriver. I don't know if it has been paraphrased or quoted.
There certainly is a segment of customers who would fit this so I don't have a problem with this in a vacuum. The fuck up is in the next part.
The problem with this is younger, wealthier, urban shoppers either don't have cars or need one, or they already have one and it isn't a Jaguar which means their brand won't resonate.
Cars are the second most expensive purchase in someone's life. There isn't enough people willing to spend $100k on a car based on design, brand, and experience for Jaguar to stay afloat. For you to think the criticism is unwarranted, you would have to believe that my statement is wrong.
Do you really believe there is enough of a market for $100k+ cars with emphasis on design and experience?
Southern_Pie_5999@reddit
I'm gonna be looking out for their new line of clothes or that interesting sofa. Wonder if it's cheap.
lucitribal@reddit
I'd argue they didn't go retro enough. It was kinda half-assed.
colin_staples@reddit
They got shit for the late-90s S-Type and the X-type being too retro, "stop living in the past, these are cars for old men, design something contemporary" were common criticisms
But then when they went modern with the XF, CE, i-Pace they got criticised for "not being a real Jag"
They literally cannot win
So it looks like Jag are doing a big "fuck you" reset.
It'll be a big gamble, and nobody knows if it will pay off. But not enough people were buying their recent cars (they just bought the usual German options) and Jag was dying.
Legendver2@reddit
Genuinely curious, as I'm not that in tune with Jaguar cars, but were they good cars? At the end of the day, the cars itself speak for the brand imo. It's similar to most hating on the new M2/3/4 because of the design, but those turned out to be excellent cars and everyone more of less have come around to it since. You can make bold moves, but if the end product still falls flat, then the gamble is lost.
Jkbucks@reddit
This is exactly it IMO, those cars weren’t criticized for not being real jaguars, they were criticized for sucking. Except for the I-pace until others lapped it in the EV space. When it debuted, it was pretty well reviewed.
Specialist-Size9368@reddit
This is the same story as Cadillac, but unlike Jag they were successful. This is the same Cadillac coming off the Northstar. The same Cadillac that is saddled with GM's parts bin ethos. I hold no love for GM, but Jaguar had the same opportunity and failed. Cadillac has had strong styling across their lineup. Escalades became the thing to have.
If you want a British SUV, you buy a Land Rover, not a Jaguar. Their styling was not trend setting and if you strip the Jaguar badging off most would fail to tell you what brand it came from. They are a luxury brand plagued with reliability woes, not cheap to fix, and their values don't hold. Rich people will put up with that, but its gotta be the popular thing and Jaguar's marketing has failed to make them that.
OpneFall@reddit
Was Cadillac successful? If your metric is "GM parts bin", they are still absolutely 100% that. And I say that as an owner of two and a fan of the brand.
zomiaen@reddit
Well, compared to LaSalle, Oldsmobile, Opel, Pontiac, Saab, and Saturn....
lucitribal@reddit
The rebrand may do ok in places like China, but I doubt Europe and the US will bite
colin_staples@reddit
What if Jaguar has decided that China will be its largest market with these new models?
Specialist-Size9368@reddit
It has car enthusiasts talking about it. The problem with the new logo is simply that it doesn't evoke anything. It doesn't stand out. It looks like someone typed Jaguar into MS Word and printed it out. Any non car person off the street is gonna look at it, shrug, and have no idea what this is for. Even after millions in marketing it is not memorable and they still aren't going to care. If you are going to change it, do something with it. This comes across as forgettable.
I am not against them changing their logo. The only interesting car to me since I was born almost 40 years ago was the F-Type, that had the world's laziest v6 design. Before that you have to go back to the E-type. Aston Martin had more interesting cars in my lifetime before their 00's revival and was a much smaller company. Hell, one of them was built off a jaguar chassis.
smelly_forward@reddit
That was a marketing fail more than anything. The last XJ and the Mk1 XF were fantastic cars, as was the XK and the X308/X350 XJ. Even the much maligned S Type was a decent car in the V8 models. The XE S wasn't a bad car at all and easily drove better than the S4 and 340i
APimpAndHisTurtle@reddit
Bro you are literally the top 10% commenter without a doubt. You have a way with words.
tatsumakisenpuukyaku@reddit
Current car buyers don't respect Jaguar history. mostly because Jag's history is mostly just breaking down and being overpriced.
YesIlBarone@reddit
It's a pity - better managed from the 80s, with proper investment, it could have been a big player. Audi has been built up from very little in that period, and Jag had a history of luxury, racing and beautiful cars.
colin_staples@reddit
Ford owned Jag and invested a lot.
Jag / Ford got heavily criticised when the X-type was based on the Mondeo and the S-type was based on a Ford/Lincoln platform
And yet they were only following Audi's lead
But Audi gets little-to-no criticism for using VW components (original TT and A3 were based on the mk4 Golf, some version of the A4 shared a platform with the Passat, the A1 shared a platform with Polo and Fabia, engines were shared across multiple brands)
Why does Audi get away with it and Jag doesn't?
If the X-type had been a big volume seller like the BMW 3-series, Jag would have been on a much better footing. But that model didn't sell enough, partly because of the stigma of being "a Mondeo in a dress". And when Jag made their own RWD platform for the XE that didn't sell enough either.
Herr_Quattro@reddit
Tbf, VW took from Audi, not the other way around. Audi debuted the B5 platform, and then VW turned around and based a Passat on it. But by then, it was late in the Audi’s generation cycle. The VW was always a few years behind the Audi.
The older EA827/113 I4 was originally an Audi design, upgraded by VW and eventually plopped into everything.
nsomnac@reddit
VAG basically added VW reliability to the Audi brand which it lacked, which was better than Audi had been before. And by reaching into the VW parts bin, they made the vehicles a bit cheaper to manufacture. VAG also completely restyled Audi to something distinctive - that the rest of VAG eventually followed.
Ford swapping Jag parts for Ford parts basically went from one group of reliability problems to a completely different set of reliability problems. Ford may have made manufacturing a Jag more cost effective and profitable, they didn’t make it a better vehicle. The styling really wasn’t vastly different from other brands, and for many looked like existing Fords and Rovers. Why buy the Jag when it looked like an Escape or Evoke? Had they completely restyled - they could have gotten away with reliability swap. Without it was a lost cause.
YesIlBarone@reddit
I agree mostly, but the X-type was poor and far too late into Ford's ownership- too small, and designed to appeal to 70 year olds. The most recent gen were much better, but too late to try to take on the 3 series.
OpneFall@reddit
We know perhaps from past examples. Has there ever been an example of a car rebranding upmarket like this and succeeding?
Kia has, Hyuandi kind of has, but that's a different level of moving upmarket. Corvette has been chasing Ferrari for decades, and it hasn't worked, but has still been successful in its own right. So that's probably the best case scenario for Jaguar.
baconandtheguacamole@reddit
Corvette has never chased Ferrari. Not even in the same stratosphere of customer base.
colin_staples@reddit
I'm not sure it's even a move upmarket.
It's more a change from "the car for stuffy old white men" to "I'm young and yes I'd really like one of those"
Jaguar and BMW/Mercedes/Audi were usually positioned alongside each other, but younger people were attracted more to the German brands. Young people were rarely attached to a Jaguar
Plus we are looking at this form a European / North American viewpoint
Other countries (especially China) may see the Jaguar brand (both old and this new rebrand) very differently from you and me
OpneFall@reddit
From what I remember reading, and I could be wrong, they now want to compete with Bentley, not the Germans
Lmao45454@reddit
It’s funny because everyone (especially conservatives) absolutely hate the rebrand. Their sales have plummeted in the last few years and it was time to try something new. Even outside of reliability issues Jaguar as a brand has been dead for a while.
The people up in arms about the rebrand weren’t interested in ever buying a Jag And it had long lost its status as a luxury name that’s quoted as a car someone well to do drives.
Better to go for this Hail Mary than let things keep going the way they did
redditregards@reddit
There are plenty of other hail marys they could have done besides going full Zoolander
MohPowaBabe@reddit
Having a terrible new logo and yet more eletric thingies isnt the way to revive the brand.
The only manufacturers doing well in the EV market are the chinese and theyre doing well mostly because of their sales in China itself
U3011@reddit
Jaguar's problems run deeper than trying to be a BMW copycat. Their whole mission statement has been dire for years. Some would say longer than the average Reddit user's lifespan. All these marques trying to upend their history and future outlook based on time limited bubbled info metrics will briefly succeed and then falter once more. Companies need to go back to the root of their original mission statements and focus on doing the bare essentials best first before completely restarting all the time. Jaguar led their own demise forty to fifty years ago and have been on a downward trend since then.
VanSora@reddit
They didn't fail because they tried to be "the British bmw". I would argue their cars had very good design during that era.
Their prices compared to bmw, while not having the same fit and finish and not being as reliable (not that BMW is reliable, but jag were much much less) is what made them fail.
No matter what they do, if they keep cutting corners they will fail.
Multifaceted-Simp@reddit
Idk about that, I had an Xe and people were definitely more "oh wow" when I told them I had a jaguar as opposed to when they hear about a bmw or Mercedes.
Same thing as my Maserati although slightly lesser extent.
Both of these manufacturers + Aston martin are fighting their history of reliability issues.
OpneFall@reddit
Aston is on a totally different level though. They are on the playing field with Bentley and Ferrari, Maserati and Jaguar aren't.
Multifaceted-Simp@reddit
Yet they are financially struggling all the same
colin_staples@reddit
I'm not saying they were bad cars, but they didn't sell enough of them and now Jaguar is in trouble.
Liet_Kinda2@reddit
Jaguar’s equity is in the last fitful twitches of nostalgia from people who remember the XJ.
andrew2018022@reddit
Me when my manager asks why I haven’t completed any projects in the last quarter
masterventris@reddit
I'm just wondering how many shareholders died from laughing when the CEO proposed this for the first time
GadFlyBy@reddit
Next time I’m on the dole:
Friend: “What have you been up to?”
Me: “Making bold strategic decisions.”
kilroy-was-here-2543@reddit
If you look at a brand lifecycle chart, Jaguar has been sitting idle in the late Maturity/ decline period for a while now. As an advertiser that’s when you know you need to change something, because clearly the status quo isn’t working. This is when you need to start experimenting if you want any home of staying alive, if you’re lucky you’ll go back to somewhere between the early to late growth periods. If you fail your done
That’s basically what this is, a last ditch, hope this works otherwise we’re done from jaguar
AirProfessional@reddit
They needed a change but this was definitely not it. Jaguar was solely surviving on the F-Type and now that's a thing in the past. Fully electric will kill Jaguar.
aykevin@reddit
I used to work in the design and research team. We literally worked in PowerPoint and they wouldn’t get us Adobe Suite.
yetiflask@reddit
They can't sell to their original market - rich, white, likely-conservative, older men, so they are going for a totally different market.
Whether it works? To be seen. If they bring out bright colored sub 40k EVs, they'll suddenly corner this market.
Superb_Ant_3741@reddit
Accurate
_Connor@reddit
Add this to the “go woke go broke” list in a month.
anon0110110101@reddit
I’ve seen this comment a few times now but don’t get how it relates to the logo change at all. What part of the redesign is woke?
GadFlyBy@reddit
They gave you all the information you need with “F150 FX4 Appearance Package.”
mailer__daemon@reddit
You know I had always assumed people with that kinda thing in their flairs were making jokes but I think you might be right lmao
_Connor@reddit
Did you watch the promo video?
It’s guys dancing around in dresses and makeup. That’s about as much o a definition as “go woke go broke” as you can get.
Turbulent-Carpet-127@reddit
I think "this is woke" criticism is just intellectually lazy (as those who shout woke at things tend to be). But it's interesting though people interpret the high fashion scene as "woke" when its always been like this.
That is who they're targeting with their re-launch, should it happen (and I have my doubts I ever will). You're targeting rich kids linked into fashion scene across the major metropolitan fashion hubs of the world.
Turbulent-Carpet-127@reddit
I think "this is woke" criticism is just intellectually lazy (as those who shout woke at things tend to be). But it's interesting though people interpret the high fashion scene as "woke" when its always been like this.
That is who they're targeting with their re-launch, should it happen (and I have my doubts I ever will). You're targeting rich kids linked into fashion scene across the major metropolitan fashion hubs of the world.
Turbulent-Carpet-127@reddit
I think "this is woke" criticism is just intellectually lazy (as those who shout woke at things tend to be). But it's interesting though people interpret the high fashion scene as "woke" when its always been like this.
That is who they're targeting with their re-launch, should it happen (and I have my doubts I ever will). You're targeting rich kids linked into fashion scene across the major metropolitan fashion hubs of the world.
GadFlyBy@reddit
Okay, I was dunking on you, but now that I watched the video, I think I actually agree for the first time ever. This ad makes zero branding sense, unless Tata Jaguar is pivoting to making a line of $12K urban tuktuks for Gen Z.
anon0110110101@reddit
Gotcha, makes sense now. No I hadn’t watched their promo video, I had only seen then the images of the rebrand.
Born-Meringue-5217@reddit
Have you not seen the latest ad they put out on X?
anon0110110101@reddit
No, I had not. There are multiple comments below yours saying the same thing.
V-Right_In_2-V@reddit
This is how the new logo was launched on twitter:
https://x.com/jaguar/status/1858800846646948155?s=46
Decide for yourself if this new launch is woke. To me, it absolutely is the definition of woke, and the guy you responded to is 100% correct. Which of course is why he being downvoted
anon0110110101@reddit
Yup agreed, hadn’t seen this until now.
FutureAZA@reddit
The word means whatever they want it to mean, as long as it's bad. It's like gluten.
Lmao45454@reddit
They were already going broke FYI
SystematicHydromatic@reddit
Just when you thought they couldn't get worse.
Mainbaze@reddit
But Jaguar without the Jaguar is just an unreliable car
Mission-Landscape-17@reddit
If I could afford a Jaguar... I'd now be reconsidering.
djseto@reddit
I guess it’s now a skin care line judging by their logo
RedTTRaider@reddit
Gay
Feeling-Astronaut660@reddit
So a high end massage parlor font, great job
fanaticallunatic@reddit
Totally got a spa vibe for this… maybe they’re selling cars for women driving to the spa idk have to wait and see if they alienated all male buyers with this
AmateurishExpertise@reddit
Other top contenders I've heard so far:
saurabh8448@reddit
In India, there is a company called jaguar who makes water faucets, and there font looks similar.
doesnt_like_pants@reddit
I read yoghurt pot font and can’t see anything else
yetiflask@reddit
As a massage parlor addict, made me lol
Now I gotta delete this comment in 24 hours
andrew2018022@reddit
I was thinking more “pump and dump OTC EV startup”
tinknocker_13@reddit
Looks like they used the same font smart cars used
Effective-Ad-789@reddit
That looks like shit
Southern_Pie_5999@reddit
I showed the new Ad to my teenage daughter and asked her what she thought they were selling? She said... "clothes?" "That new sofa?" I couldn't stop laughing!
Lucky_Chainsaw@reddit
Wow, another DEI suicide. This time in the auto industry.
tatsumakisenpuukyaku@reddit
How do you DEI a car? "Oh no, we've included more people in the userbase! This is going to ruin our poor sales!"
Lucky_Chainsaw@reddit
Have you seen their promo & website?
tatsumakisenpuukyaku@reddit
I've seen it. Its probably the most conservative use of avant garde art in a corporate presentation to the point that its pretty much paint-by-the-numbers ad. You would replace it with nearly any brand and run the ad for the past 55 years.
PadishahSenator@reddit
This smells of executives high on their own farts.
JoqAuVin@reddit
This genuinely looks like a joke. Jaguar are fucking cooked if this the best they can come up with lol.
Craico13@reddit
It looks like the font that you would see on the packaging for a high-end sex toy.
Debasering@reddit
Or a new vape
Grec2k@reddit
r/oddlyspecific
Swumbus-prime@reddit
The whole thing seems like all the right moves towards failure.
They're going to exclusively be in the same market (SUVs) as their sister company which is inconceivably more successful in that space, so their best bet is to cannibalize Land Rover's market for Jaguar's half-assed survival.
If they're going to aim for a Veblen Good on wheels, they might as well take advantage of their history of stately and, more importantly, hyper-fast cars. Charge out the ass for them, but make them worth the eye-watering premium (that it seems they have all but confirmed they will be doing).
EllenRipleysKitty@reddit
I cannot confirm nor deny, but I may, or may not, have a neighbor who's an engineer for a company that may or may not be this topic company. Let's just say, they may or may not have said that everyone, internal to the company, may or may not agree that this is a terrible rebrand.
yetiflask@reddit
The people they are clearly targeting from this ad, do they have $100k to spend on this?
Unless jaguar is doing a pivot and want cheaper EVs with a complete rebranding? In which case, it just might work. Like a KIA or something.
Superb_Ant_3741@reddit
They do
yetiflask@reddit
Scion was a brand that targeted a somewhat similar demographic (at least in age) and went kaput because they said people don't have money.
I am not denying what you're saying, but I will wait and see. I do applaud jaguar for doing something different, at least you can't say they didn't try.
Superb_Ant_3741@reddit
There’s an entire generation of wealthy young people divesting from the oppressive decaying values and imagery of their elders.
yetiflask@reddit
Not sure what that means bro. But yeah, let's wait and see. If there is a market, Jag will prosper, just as a different brand. I am actually looking forward to see their next vehicle. Like a KIA Soul or something.
r7-arr@reddit
The woke mind virus is taking over everything
gatormanmm1@reddit
I understand Jaguar wasn't doing too good. But in what world is going all in on an expensive limited market going to solve any of their problems....Now throwing stupid branding, this is corporate suicide.
I give them 3 years before bankruptcy, absolute clowns 😂
i_was_a_highwaymann@reddit
And yet they continue to sell land rovers
Sonofthestig01@reddit
I think Land Rovers and Range Rovers have a way stronger identity than Jag at the moment. Yes LR/RR has a reputation for being unreliable but 1)idk if that holds water since the Tata acquisition and 2) they’re still truly seen as symbols of wealth and extravagance. I think Jaguar had a bit of that upper class mystique but I don’t think I know anyone who’s considered Jaguar in the same realm as Range Rover, Mercedes, Bentley or Porsche
Swumbus-prime@reddit
If they're going with the expensive car route, they should just go for premium performance. Put the CX-75 into production, charge a stupid amount for it, and develop other supercars and super-GTs to rival Maserati and Aston Martin.
OpneFall@reddit
Bentley is a tier above. Otherwise, agreed. Range rover is a status symbol across the board in a way Jaguar never reached.
cannedrex2406@reddit
Actually the Range Rover is exactly in the market the old XJ6/12 from the 60s held.
More luxurious than the usual Germans, but not quite a Bentley or RR
gatormanmm1@reddit
Land Rover is not going all EV, my statement above doesn't apply to them
MeetingHistorical514@reddit
Going brought their Twitter. I’m 95% certain this is a joke.
PoniesPlayingPoker@reddit
Goodbye Jaguar. Thanks for the memories 😭
Frequent_Fold_7871@reddit
I bet it cost them $200,000 to redesign
jango-lionheart@reddit
A new logo alone costs 6 figures (maybe 7, nowadays?) unless it was designed in house.
ctennessen@reddit
I can't wait to see where this goes. If everyone was disappointed in the old Jaguar, why would they care about the new one? Just move on.
JellyfishQuiet7944@reddit
Who are they making these for? The quirky gender fluid people?
noirbourboncoffee@reddit
Oyeeee
nsomnac@reddit
Wow. While I know Jaguar has had an EV for a few years now. If they’re going all in, electrical and Jaguar are generally too words you don’t find together unless joined with the word fucked.
ImolaSoul@reddit
JaGUar ? This is a stupid, stupid, stupid, stupid, stupid, stupid, stupid change
ZeroWashu@reddit
Yeah, GU as in Going Under
SteelFlexInc@reddit
Still looks like macaroni to me
Tutorbin76@reddit
It looks like they're selling perfume or sanitary products.
5hadow@reddit
ALMOST as stupid as naming your electric SUV range “Mustang” or “Eclipse”.
Tutorbin76@reddit
Agree. I'm all for an electric Mustang, but for the love of goodness make it at least look like the rest of the product line.
ImolaSoul@reddit
The eclipse has sadly been a dead brand for decades (speaking as a former 2G turbo owner). I don’t blame them for slapping it on random crap. The Mustang name being used on that electric abomination on the other hand….
KingMario05@reddit
Nah, Ford knew what it was doing there. Same for Mitsu. This is... I'm not even sure what this is.
Slowmyke@reddit
This says it all. Hilarious statement from a storied brand of racing and luxury vehicles.
RaphaTlr@reddit
Seriously they could’ve use the same font with all capitals. This mixed cases logo looks awkward
redditregards@reddit
MaKeS iT lOoK lIKe ThE sPoNgEbOb ReGaRd MeMe
OpneFall@reddit
That's not a real quote, is it?
This is meme level ad agency schlock.
BRGNB33@reddit
The copywriter probably laughed their ass off after coming up with that line
lowstrife@reddit
https://x.com/benhylak/status/1858983894332436763
RaphaTlr@reddit
This account is a joke, literally. He’s not the designer and is farming engagement. He even claimed all the letters are uppercase…
lowstrife@reddit
Ok yeah fair point lmao
https://x.com/benhylak/status/1859196603908927488
Multifaceted-Simp@reddit
I ate that one
DrSpaceman575@reddit
I wouldn't worry too much, I'm pretty doubtful I will ever see this logo attached to anything on the road.
Pugs-r-cool@reddit
Nah we will, maybe for a year under Tata’s ownership before the brand is fully sold and shipped off to China, probably under the Chery umbrella.
Spurs_are_shite@reddit
They really love the GU pudding branding, I guess.
New_Significance3719@reddit
Reminds me of how the woman in the ad for Nashville Jaguar pronounces it. She hits that GU HARD every time she says the word Jaguar.
https://youtu.be/p2eNCx6zJC0?si=MaCF29PRkV2J6jRS
sonrisa_medusa@reddit
That's how the brand is pronounced in the UK. And probably anywhere that isn't the US, I would imagine.
ImolaSoul@reddit
Wrong, in the UK they pronounce it Jaaaaaaaaaaag(uar)
ManufacturerAbject26@reddit
This ad really shows the future target audience for Jaguar: weird and tasteless people who can afford to be.
Duke2852@reddit
JOGUOr
Tutorbin76@reddit
That abomination is not helping allay certain negative stereotypes around EV drivers.
Saktuscactus@reddit
Why are half of the letters uppercase and the rest lowercase?
Kongary@reddit
This and the overall reveal already seems like an awkward relic of the past.
Jkbucks@reddit
It’s giving me big 2019 vibes
vishysuave@reddit
I’m hoping they make a badass new entry level Jag. Otherwise I’m not really expecting anything amazing from them.
Jkbucks@reddit
They’ve stated they are going all EV ultra luxe 200k+
avoidhugeships@reddit
They will not. They are going all EV.
vishysuave@reddit
Yea. They could make a cool hybrid. They have the capacity to, but most likely won’t.
Resident_Victory_423@reddit
Is it me, or does it seem like they’ve used a font that has already fallen out of a trend? Looks like a font I tried using 5-6 years ago.
Jkbucks@reddit
This whole thing seems very 2019 to me. The styling, the overly progressive themes in the video. The whole decision to go EV ultra luxe shows they’re not able to adapt quickly enough. The market already proved that’s a pretty limited niche.
Jkbucks@reddit
This whole thing seems very 2019 to me. The styling, the overly progressive themes in the video. The whole decision to go EV ultra luxe shows they’re not able to adapt quickly enough. The market already proved that’s a pretty limited niche.
Itchy_Document_5843@reddit
If it's all electric, it's dead.
shrekwithhisearsdown@reddit
https://youtu.be/rLtFIrqhfng?si=b2jIH0ZAi4AqUu7N
deleted_by_reddit@reddit
[removed]
verdegrrl@reddit
We're going to avoid cross-sub drama.
Ok_Tie_3593@reddit
when your company is already one feet under, you got to try some drastic measures
5hadow@reddit
This gives me vibes of the guy who crashes a famous fashion show and literally puts on garbage as clothes and gets ooohhhhss and awwwsss from the reporters and crowd as “edgy” and “forward thinking”. It looks like they’re going for the same type of people….
lumpialarry@reddit
exactly the people they are trying to attract
Flameman1995@reddit
Could have done the coolest thing and made the Jaguar turn into a robot or an electric fae creature.
Like, what's even the point?! Sure, are talking now, but what happens in 6 months? Nobody will care other than to say "that logo's $%^#@ stupid"
RamenWrestler@reddit
When I think Jaguar, I think elegance. This does not look elegant.
I can't believe they're going all in on EV's. It's not working for their peers, so why should an already struggling brand just commit to it??
lee1026@reddit
I dunno if it is just top gear, but the reputation I got from there wasn't elegance.
I also don't think I ever saw a Jag in real life, so I can see why they are rebranding.
oots_oots@reddit
They haven’t had anything elegant in the last 30 years. Maybe they hopped off their perch from the excessive British pride thats been impeding them from making any meaningful progress. That said I’m not sure if I’d buy their health drinks 😂
RamenWrestler@reddit
It's all subjective, but imo they've had some of the most pretty cars in the past 30 years, especially the XJ from the 90s through the 2000s
oots_oots@reddit
You mean a dolled up ford?
Own-Neighborhood6828@reddit
EV? Zzzzzzzz... Can we get the government to back off these stupid and ill advised mpg requirements so manufacturers can make cars we actually want?
Salsalito_Turkey@reddit
Pathetic.
I'm pretty sure that's the universal font of frozen yogurt shops.
Astandsforataxia69@reddit
Looks shit. I fucking hate this simplification FAANG companies started
stubbsy1@reddit
Amen. Fuck this digital age I can't fucking stand it
MohPowaBabe@reddit
This has to be the worst rebranding of all time
kubick123@reddit
This is a big pile of dog shit
UGMadness@reddit
I don't dislike the new logo per se, but given that it seems they intend to retain the classic jaguar (animal) logo to use side by side with this new one, they clash a bit with each other in terms of style.
I guess I'm not one of the marketing savants behind the decision for a reason.
cedit_crazy@reddit
Honestly I've always kinda joked about Jaguars aging so poorly they make milk look like a preservative a part of me wonders if Jaguar took my joking personally and tried to see if they can make the brand logo also age so poorly that it makes milk look like a preservative
kosmoskolio@reddit
Yup. The current logo could easily be for a fresh fruit juice stand. I also don’t hate it, but I expect a Citroen car with it.
The funny thing is Citroen utterly destroyed their logo and it doesn’t fit their cars, lol.
jackal1871111@reddit
All electric 😂
KingMario05@reddit
Lmao. It's a cold day in hell when I agree with Elon "let's take a chainsaw to Social Security while I rob the Treasury blind" Musk, but his response to this madness says it all:
With marketing like this? No. No they won't.
Jumpy-Statement2426@reddit
Has to be better than that ugly truck he is selling.
kovu159@reddit
He also sells other things, like the best selling car in the world.
KingMario05@reddit
Ironically, spy shots indicate that it is/ This is just a marketing screw up, albeit a massive one.
oralabora@reddit
They want to be a fashion brand like Hermes but I really really don’t think they will be able to pull it off.
Big_Panda_954@reddit
I think they're targeting Gen Z with this logo.
My_two-cents@reddit
why the random capital G?
Trades46@reddit
Anyone remember the slogan "Grace, Pace, Space"?
Neither does Jaguar, sadly.
MAD_HAMMISH@reddit
reminds of the google text. This is not a good thing for a luxury car brand.
Wide_Engineering_965@reddit
Look how they massacred my boy
danuinah@reddit
It's part of the plan; see, EV's are more geared towards younger people and so they're going full androgynous with their logo & overall style & theme. I think they know what they're doing.
I think their new cars will look something similar to the sea of Chinese EV's (designs that don't age well) we currently see out in market.
I neither like or dislike this new design, it probably makes sense for plenty of reasons I don't understand.
gtobiast13@reddit
I like your breakdown. From a surface level this seems like an absolute boondoggle. On the other hand once you start breaking it down I think it makes some more sense IF they’re truly committed to becoming full EVs.
I think you’re right about the logo meaning to be a little more androgynous and less aggressive overall. Keeping the panther logo but with that odd modern retro style is also a good move, retro is in but companies are pulling back from the pandering. It aims at a younger generation of wealthy individuals Who want an EV but are the more quiet 9-5 types and are turned off from the antics at Tesla. Time will tell on the styling but going after the Chinese EV aesthetic may pay off as well. Consumers have proven they don’t necessary need something timeless in a luxury car purchase, so long as it feels right today and maybe 2-3 years out they’re good.
A lot of luxury companies have also failed to offer a good value prop in the EV segment. Going all in for your lineup ensures you’re committed and not splitting sales.
With other luxury companies failing to compete in this space or creating a lineup that the consumer defaults to ICE engines as the easy options, the uhhh.. distaste.. for Tesla that has been growing, and what seems to be a reeling in of aggressive and hard outdoor and off road aesthetic culture, this might actually work.
There’s a million ways this fails for them, we could easily look back at this as a terrible idea that was foolishly executed. They also aren’t completely inept and stupid. I think there’s a solid market share to capture and they’re positioning themselves to do so better than anyone else. It would also probably fail as a standalone company but they can lean on Land Rover financially for a time while they find their footing. I’m more convinced that this can work than I was when they announced production stoppage.
ZaheerAlGhul@reddit
Might as well shut down the brand
Privateer_Lev_Arris@reddit
10 years? They won’t last 10 months. We haven’t seen any products, prototypes or even sneak peaks.
It’s all Vaporware as far as I’m concerned. Reminds me of the blackberry relaunch a few years ago but at least they had a simulation of a business plan and so called staff.
This thing is just neon shit.
hellshaker@reddit
Instead of leaking oil, the battery will leak
atony1400@reddit
A lot has changed since then. Most manufacturers have slashed EV production or are walking back plans to transition because they simply are not selling.
It never occurred to them once to evaluate that strategy again before going through with it?
HeavenlyMangos@reddit
Giving me middle school cringe. Jagurawr >.<
Fortress0802@reddit
So is jaguar turning into a shitty overpriced restaurants with that logo? They had a cool logo now they ruined it.
rVintageRKO@reddit
Instead they should just hire Jeremy Clarkson to say Jaaag
KingMario05@reddit
"An electric car that noise pollutes anyway? That's alright, it's a JAAAAAAAAAAAAAG."
TheGreenAbyss@reddit
Finally someone with a real solution.
LCHMD@reddit
Wow. Bye bye Jag.
averagemaleuser86@reddit
This logo feels very 2010-ish
yesjam1@reddit
The major thing this brand has going on is history and tradition. Britishness. That’s why you might buy a Jaguar.
The early-2010s minimalist vibe is NOT going to sell more Jags.
deleted_by_reddit@reddit
[removed]
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TheTwitcherKiller@reddit
Dude what's with this trend lately of companies using these bland logos?
tatsumakisenpuukyaku@reddit
It looks slick. And it looks like they're playing it safe with a conservative rebranding instead of something bold and radical. The branding looks like something that my MIL and SIL would buy: a luxury SUV without the male aggro design language, when you're ready to upgrade from the Santa Fe. The opposite of what they were before, really, but a more common and reliable userbase
heimos@reddit
Holy hell that looks bad
howmanylicks26@reddit
Why couldn’t they have done a classy script? This font and mixed case looks childish.
kconfire@reddit
Jaguar don’t looking like some SMEG stuff lol no thanks
whalesalad@reddit
They might as well have gone with “black & decker”
ehisforadam@reddit
You mean BLACK+DECKER
whalesalad@reddit
yes but stylized lowercase (except maybe one or two letters) so that it appears edgy and modern and electrified
pioneer9k@reddit
The way they did this rebrand before offering anything else at all feels…. “bold” i guess
ehisforadam@reddit
They should have just used Papyrus and been done with it.
GadFlyBy@reddit
Next time I’m on the dole:
Friend: “What have you been up to?”
Me: “Making bold strategic decisions.”
Clowesrus@reddit
Absolutely dogshit
samoan_ninja@reddit
Horrible
Bigdongergigachad@reddit
How I’d do a new jag marketing campaign.
Silence.
C type flyby
XJR-9 flyby
Xj220 LM flyby
Silence.
ChilledHotdogWater@reddit
Looks like the kitchen appliance logo of some random private label appliance you’d find on Amazon.
SmokeyDokeyArtichoke@reddit
Branding especially amongst young people is making a return to maximalism and classic design
This is such a hilarious miss from jaguar, they could have rebounded with their old aesthetics rather than going 2017 with this lmfao
kaelis7@reddit
Wtf you have an amazing heritage just build on that ! Colorful artsy ads and weird weak police logo ain’t the way forwards.
TurboNeckGoblin@reddit
Like do you guys hire 5 year Olds or something? Oh wait it's an EXTREMELY out of touch 55 year old who "knows youth trends" ah now the puzzle is complete. Just like the one you let the 5 year old finish in your social media studio
Bennoes@reddit
JQGUQR?
Evergreen1055@reddit
I hate that font. Looks like what they’d use at a frozen yogurt shop. The mix of uppercase and lowercase especially bothers me.
FirstGearPinnedTW200@reddit
Looks like the name on an electric toothbrush.
Spicywolff@reddit
We have jaguar logo at home
DoublePostedBroski@reddit
Looks like a women’s handbag company
kegsbdry@reddit
Eww
ILikeTewdles@reddit
Looks like something you'd find on a woman's hand bag/purse... Not a fan.
Valaxarian@reddit
It looks like something you'd find on yogurt container
Ill-Train6478@reddit
I welcome changes for the better but that font isn’t it Tata group. Feels like it belongs in some kind of fast food joint
kuddlesworth9419@reddit
Wish they would just bring the old rawing Jaguar face back regardless of what the Asian market thinks. It's a Jaguar not a Ferrari.
lynch1986@reddit
Jaguar are going full BMW, which is a shame, because I don't think they will survive that bullshit.
Agent_Kozak@reddit
Thanks - I hate it
Martbern@reddit
I think it looks modern and sharp. Does it scream Jaguar? Maybe not, but that’s part of the collateral damage with a complete rebrand. The old logo carries a lot of power and association, but a new logo has the potential to attract fresh attention and buyers.
Fishtaco1234@reddit
All in on EV in 2024 is a bad idea and auto makers are recanting their approach. I hate to see what 2026 will bring.
GeneralCommand4459@reddit
It’s the type of font that might be used on an aftershave or an expensive epilator.
avoidhugeships@reddit
Gross.
NerdyGamerTH@reddit
The first thing that came to mind seeing this is the typeface used for the Dodge/Chrysler Neon logo
AngryScottish@reddit
I wasn't sold on the jaGAur brand before, but now... Count me in. /s
Agloe_Dreams@reddit
The first thought that comes to mind is that this logo was designed by someone who has ever seen an E-type roadster.
virgosnake777@reddit
I don’t get it.