Growing up in the 60s, I loved the Jaguar brand, starting off with the famous E Type. It always remained a dream to have one, but recently, those in charge of the company have seen fit to change the logo. In one fell swoop, they have tossed all the heritage of such a wonderful company in the bin.

To me, it's not just the logo that is awful, but that they think it needed changing in the first place. I'll still never own one, but am still upset by it, maybe it's just me. That whirring noise you hear is William Lyons spinning in his grave...

And I shudder to think how many hundreds of thousands of pounds some arty farty person was paid to come up with that.

2 hours ago, StephenFord said:

the infamous E Type

infamous,
adjective: having a very bad reputation; publicly declared guilty; notoriously vile; disgraceful.

Hopefully you really meant "famous" or even "iconic"

1 hour ago, mjt said:

Hopefully you really meant "famous" or even "iconic"

Written before my Weetabix, I'm never at my best before breakfast 🤣 I adore the E type, my neighbours dad has a British Racing Green one in addition to a D type... (original post now edited!)

 

Has anyone watched the brand new Jaguar advert today ? 🙁

To be honest, I could only bear to view 10 seconds of it before thinking I much prefer the Bud Light advert with  Dylan Mulvaney, and we all know how well that went !

1 hour ago, unofix said:

Has anyone watched the brand new Jaguar advert today ?

OMG, I just watched it - all! What the hell?? A bloke, wearing a dress, wielding a sledgehammer?? It's immediately clear what he's doing, he's demolishing the Jaguar empire, destroying over 70 years of British motoring history & heritage.

It's obvious that senior Jaguar management has been infiltrated by Chinese intent in destroying the brand, and also Labour militants who want to remove even more British jobs. So so sad...

First impressions of Jaguars new EV range now starting to appear - and we thought Ford have lost the plot.......!

https://www.autocar.co.uk/car-news/new-cars/finally-first-pictures-2026-electric-jaguar-super-gt-revealed

5 minutes ago, Eric Bloodaxe said:

First impressions of Jaguars new EV range now starting to appear - and we thought Ford have lost the plot.......!

https://www.autocar.co.uk/car-news/new-cars/finally-first-pictures-2026-electric-jaguar-super-gt-revealed

Typical Jaguar. Grace... Pace... sunk without trace 😂

3 hours ago, Eric Bloodaxe said:

and we thought Ford have lost the plot.......!

It's very concerning to think those in charge of Jaguar beleve that those in the advert represent their core customer base. Watch the share price go in to free fall ............🙁

Speaking as someone who has owned quite a number of Jaguar's (and yes I still miss them) would I buy another if I won the lottery? I think probably not. Just like I will no longer be shopping in Boots the chemist 🙁

The ad in question for anyone who's missed it:

 

1 hour ago, unofix said:

Speaking as someone has owned quite a number of Jaguar's (and yes I still miss them) would I buy another if I won the lottery? I think probably not. Just like I will no longer be shopping in Boots the chemist 🙁

You do reaslise that we are both now dinosaurs 🤣

2 minutes ago, Eric Bloodaxe said:

The ad in question for anyone who's missed it:

I should report your post for crimes against humanity 😁

4 minutes ago, StephenFord said:

You do reaslise that we are both now dinosaurs

and Jaguar are headed the way of the dinosaurs. Extinct within two years. 🙁

3 minutes ago, unofix said:

and Jaguar are headed the way of the dinosaurs. Extinct within two years. 🙁

Closely followed by Ford:

https://www.autocar.co.uk/car-news/consumer/ford-cut-800-uk-jobs-part-major-european-restructure

Jaguar don't have a customer base left.  No ones buying them any more.  Hence the need for drastic change before the company folds altogether.

However, this change doesn't seem to be in the right direction...

I don't have a problem with the advert at all.  It'd be fine if it was for a paint company.  But why they've used it for a car manufacturer is well beyond my comprehension.

If the Jaguar marketing department are still in a job by the end of today, then tomorow the whole of the Jaguar board should be sacked by the shareholders.

My dad had a Jag after having Audi cars with zero problems. . Big mistake, broke down on day 3 . 

4 minutes ago, TomsFocus said:

No ones buying them any more. 

As they've axed the entire range, you couldn't if you wanted to.😀 Dealers have nothing to sell for over a year, until.the new range arrives at starting prices which they openly admit will be well over £100k.

Actually had a look at an XE a few years back, but it could have been anything. Didn't even bother with the offered test drive.

In effect, they're now a "start up" brand, so good luck with that.

 

4 minutes ago, Eric Bloodaxe said:

In effect, they're now a "start up" brand, so good luck with that.

Should have changed their name at the same time - PussyCat

16 minutes ago, iantt said:

Big mistake, broke down on day 3 . 

Still better than 2 Rovers I had as company lease cars - both failed on the day of delivery!😀

2 hours ago, Eric Bloodaxe said:

Still better than 2 Rovers I had as company lease cars - both failed on the day of delivery!😀

At least some manufacturers have better reliability?? 🤔🤔🤔. 🤫🤫🤫

A stroke of marketing genius!!! 👏👏👏

Imagine if they had taken out 'just another ' car advert 🤔 no-one would be speaking about it! But now, I would imagine there's similar threads on most car forums regardless of make, Facebook is full of discussions and memes! There's even a petition been started to get JLR to revert back to the old branding! Everyone's speaking about it, even Jeremy Vine!!! 

 

Absolute genius!!!

Well, they do say there's no such thing as bad publicity.

They're obviously not bothered about existing/previous customers, and Rawdon Glover the current Chief Exec has stated that they expect to lose most of their existing customers - quote from US site Motortrend below for example - but whether they'll succeed in finding new ones remains to be seen.

"JLR is banking on the idea that a whole new audience—younger and wealthier, more connected and more urban—will be attracted to the new Jaguar. Indeed, Glover expects only 10 to 15 percent of Jaguar’s existing customer base will stay with the brand over the coming years, not least because the least expensive car in the lineup will retail for at least $120,000 when it goes on sale in 2026. But if the upmarket move works, it means Jaguar can sell fewer than 100,000 cars a year and make a profit."

10 minutes ago, Eric Bloodaxe said:

Well, they do say there's no such thing as bad publicity.

That's exactly what the CEO and Board of Bud Light said 🤣

It's the big reveal of the concept car tonight at the Miami Art Show (of all places). A few leaked images on line already, as usually happens. 

https://www.autoexpress.co.uk/jaguar/365101/new-jaguar-gt-concept-leaked-online-ahead-official-reveal