jaGuar

As a rule, I avoid putting anything negative on LinkedIn.? There’s more than enough of that all over social media already.? However, having given it a couple of days to think and allow it to embed in my mind as a step change into the future, I can confirm it hasn’t embedded at all.? What am I talking about?? jaGuar’s rebranding!

I checked my calendar.? No, it’s not 1st April.? This is not a joke.

Mark Ritson puts this in far better detailed marketing and branding analysis that I ever can, and I’ve linked his article below.

These however, are my non-marketing/branding, car enthusiast, carefully considered thoughts

1. There are a relatively tiny number of companies in the world that have such a breadth and depth of rich history as that which exists for Jaguar.

An enviable brand image, creator of some of the most beautiful cars to have ever existed, racing pedigree, pioneering technology, instantly globally recognisable.? There have been a few misses of course: quality issues, the British Leyland era, Ford’s persistence with outdated styling, the XE/XF cookie cutter clones, the awkward looking E-Pace, and the F-Type that was latterly sold with Audi TT headlights.? The brand and image has always risen above though.? Now it’s in the bin.? All of it.

2. There are a vast number of companies where this sort of ‘shock value’ marketing would be perfect.

These are typically companies that have little to zero brand value – Kia, Dacia, BYD spring to mind.? Not a well-respected, established, and highly valued brand.? Not Jaguar.? Yes, a step change was needed, but a step change rarely involves obliterating the step you’re standing on at the start to achieve success.

3. The ‘advert’ and branding looks cheap, nasty and childish, and certainly not befitting a company trying to sell ￡100k+ products.

In the absence of cars, I initially thought it was a paint advert.? Others have suggested cosmetics.? Where did the sheer timeless class go?? I’ll stick my neck out and say this branding will be looking outdated in less than 5 years.

4. There are clues that an overwhelmingly negative response was anticipated, yet this has still gone ahead.

The bombardment of LinkedIn with endless posts from the top-level leadership about how fantastic this is; the lower levels however seeming remarkably silent.? The pithy ‘two-fingered salute’ responses coming from Jaguar social media accounts to any hint of disapproval smack of blind arrogance.? It’s like the restaurant that replies to bad Trip Advisor reviews by taking aim at their customer.

5. I know for a fact that Jaguar (the whole of JLR in fact) is filled with fantastically talented designers, engineers, manufacturers, and more.

Some of the best in the world.? I can only imagine the sorts of conversations that must be doing the rounds in the offices and workshops at the simultaneously scary and hilarious future that has now been revealed.? The thought that their incredible, groundbreaking and dynamic creations are soon to be wrapped in the brand equivalent of a clown costume complete with spinning bow tie and water squirting flower.

So, I’m left thinking who on earth are the target market?

It’s not me for sure.? I’m a previous customer, and it’s already been stated they don’t want 85 – 90% of us.? Erased from Jaguar’s history, just like it’s heritage.? Trouble is, I can’t work out who is.? Best I can do is someone very young, with >￡100k of spare cash burning a hole in their pocket, who likes children’s cartoon adverts, and really likes their >￡100k purchase to come across as cheap as possible.? Rare as hen’s teeth, possibly fictional.

Then I was reminded that I saw my nephew last weekend.? He’s 7 and was practicing his writing and drawing.? Little did I realise he’d been commissioned to create the new typeface and logo for Jaguar.? (Incidentally, has anyone else noticed that the new logo looks like a couple of walking sticks?? Ironic for a brand trying to move away from an elderly image).

Maybe then, my nephew is the target customer?

Couple of problems: he doesn’t have a driving licence and he doesn’t have anything close to a hundred grand.? The other problem is that he absolutely loves “Uncle Alex’s red car” . . . which is my 11-year-old beautifully styled, dynamically superb, pristine, and frequently commented on ‘old fart Jag’ that Jaguar (the company) have decided to erase.? So he’s not the target market either!

The leaders sitting at the top of Jaguar would be well-reminded that they are only the temporary custodians of the brand.? A brand that has outlived it’s creator already and really should go on to outlive all of us.? This seems to have been missed.

I sincerely hope that whatever is presented on 2nd December eradicates all memories of this week by being spectacular for all the right reasons.? I also hope that whatever is presented is actually a car.? It’s notable that a ‘teaser’ image has been released already, just two days after the comedy branding.? Unfortunately, the ‘car’ (I think that’s what it is) resembles an air conditioning unit.

I fully accept that my comments are entirely career limiting should I want to make a return to JLR at some point, but as someone who has always been enthusiastic about and interested in Jaguar, Land Rover and JLR as a whole, this has all been incredibly sad to see and comes from a position of genuine care and concern.

I do remain hopeful for the future of the brand and for Jaguar achieving the huge success that has eluded it in recent decades.

Fingers crossed for 2nd December!

https://www.marketingweek.com/jaguar-rebranded-needed-revitalise/

#jaguar #jlr #marketing #branding