Jaguar introduces new logo for the brand

[mickjaguar]

I do like watching all these parodies seeing how creative and imaginative people are.

Some stuff mentions the massive change that the automotive industry is facing, but don't have any answers other than to ignore it and wither away.

But if I put my business brain in and overlook a lot people whose arguments are sometimes based on Jaguar still being an independent British company. Whereas, in reality it's just a brand within Jaguar Land Rover, which is owned by a huge Indian conglomerate Tata.

From an investment point of view, the Jaguar bit hasn't really been stellar, OK but not great. Meanwhile, within the next room in the same corridor at JLR HQ, the Land Rover side of the business has been going great guns and has exponentially larger sales and profits.

So if you're Tata, do you need to bring some people in who know how to create a profitable business and get it back on track? Or do you have the people who can do this already?

Who are these Jaguar people? I can see on LinkedIn that Rowden Glover and Adrian Mardell aren't spring chickens, straight out of business school and Adrian Mardell the CEO had been with them for almost 35 years. I would think they pretty much live and breathe Jaguar.

I think pretty much everyone accepts thing needs to change. As mainstream cars in the £40-£70k market are going to be coming from China, India, Malaysia etc. But is radical and what seems like betting the house the right thing to do? Going back to the investment angle and Tata's money, how much of last spin of the roulette wheel is this? Who knows exactly what the car market will look like in 10 years time?

Back to the people again. Land Rover (and Range Rover). was a business with a target market largely based around 4X4s for farmers and the British army. But these same people created the Chelsea tractor and transformed it into an icon of a luxury car brand and noone saw that coming;

Whilst it seems Gerry McGovern (chief of design) isn't very cuddly ,as the motoring media are always having a dig (e.g. Chris Harris has a dig about the capital G in the latest video). If Tata was going to bet on a horse, McGovern has won races for them against the odds in the past. Most recently being the Land Rover defender, which was something the motoring media said was an icon and messing about with it was sacrilege, doomed to failure etc! So much so, that the Ineos Grenadier was created to exploit the demise of the defender and mop up. Ooh er missus! Well that didn't quite go as the media bookies were expecting! Land Rover horse wins by a couple of lengths, by the looks of it and the motoring media have to admit they were wrong.

I think the new jr badge that looks like two walking sticks is crap. Yes this strategy looks like a huge gamble, but I'm not sure about the statements that there's no target market for this. After all, these are the people that made a target market out of footballers and their wives etc buying farmers 4x4s! Playing devil's advocate here, but not beyond possible maybe.

JLR aren't going completely EV, just the Jaguar bit. The V8s are still going into the Range Rovers. Lotus might go back to ICE for a bit, but they are part of Geely, which has the EV angle covered off in spades (horses for courses, you might say).

There's a whole section on Jaguars website, committing to continuing support for previous customers and models, so I maybe don't need to sell my car, as most of the bits are running around in Range Rover SVRs anyway it shouldn't be a problem for some time anyway.

As already said a couple of posts back, if it creates the profits to enable survival allowing future sports cars like the CX75 to be made, they can make as many Barbie pink saloons as necessary.

[Keith666]

Thanks MickJaguar for your insight of where we are at great piece.

[MajorTom]

Very well put Mick, I think you have some very good points.

Reminds of of the German posh beetles. Would the 911 still exist today if Porsche didn't switch to mainly producing lardy overpriced school run tractors many years ago?

It's a huge gamble but it still makes more sense for Jaguar to try to tap into the growing luxury market than continuing with the mass market dead end they were in.

I don't really care and now I'm mostly just a bit amused by how incredibly many spend energy on caring about this. I mean every Tom (!), Dick and Harry, wannabe youtuber and random news outlet, even outside of the UK and beyond the realm of petrolheads has been posting/reporting online about the rebranding since the woke flamebait video. If nothing else it's fascinating to see how many actually seem to be aware of the brand and care more or less about it.

[KM69MZX]

.... has been posting/reporting online about the rebranding since the woke flamebait video

Hello MajorTom, so you think this is all just clickbait ? I hope that's the case. My own thought (hope) is they're just pulling everyone's leg and going to put a hybrid C-X75 into full production starting 2025

[WShudds]

Who are these Jaguar people? I can see on LinkedIn that Rowden Glover and Adrian Mardell aren't spring chickens, straight out of business school and Adrian Mardell the CEO had been with them for almost 35 years. I would think they pretty much live and breathe Jaguar.

Great piece Mick as others have said. Unfortunately, one thing it's clear from the video below that Adrian breathes is activism for the alphabet people...

Judging by the visceral and threatening response from those at the top, there's a lot less hope now for what's going to come next unless they all get fired

[ianp]

mickjaguar that was a thoughtful and considered missive regarding the earlier post.

However, I was responding to the woke-ness of the CEO's predictable leftie, patronising attitude to anyone that has the temerity to espouse an opinion not in accord to the DEI/ESG dialogue.

[CSGMART]

The creativity of some people is outstanding.

[cj10jeeper]

Yes - nice one.

Many creative parodies on you Tube. One I like:

[mickjaguar]

I’ll be very interested to see the new Jag. Although from what’s been intimated I doubt that I’ll like it. Shame that Top Gear and the ‘cool wall’ is no more when we really need it, as I reckon it’ll either go straight into ‘ugly’ or 'sub-zero'.

My guess is that the front will look like another five bar gate (aka Audi BMW) and from the leaked images, the rest of it will have enough Darth Vader about it, that everyone will only order them in black (there you go, continuity with a previous sci-fi themed post).

[simpleR]

Jaguar to reduce dealer network by 75% leaving just 20 dealers left. Unsure how you buy and service your new £130,000 EV then.

https://www.thisismoney.co.uk/money/car ... brand.html