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I spoke to a friend there. JAL research showed the brand had zero equity with audiences that would ever buy a new Jaguar. The old rich thought of sexy 1960a cars; anyone 50 and younger simply didn’t think of them at all. Wanted a fresh start. Client gave very specific direction out of early explorations to go for this new modern thing.
Design without strategy.
With almost zero positive brand sentiment left and far behind in the consideration stakes, goal was to stir up existing loyalist customers to create a buzz, positive or negative (but expected negative) so that the ‘new wave’ of target customers would take notice and see how different the brand was to its past. Didn’t expect such a strong reaction and had to roll with the punches a bit but considered successful (at least for now, sales will ultimately tell)
Rising Star
I think the cars look nice. The spots were meant for an Art Basel launch and should not have been published to a wider audience. As they were too fashion oriented. And not great.
Chief
Miami is tacky as hell. My god.
I don’t work there but as an auto enthusiast I think the brand was dead for all practical purposes.
Their modern lineup pales with that of every competitor, their R and SVR trims don’t hold up against M, AMG, and RS trims from their German rivals.
If you’re in the premium brand space but have nothing left to separate yourself, you are dead. BMW owns the driver’s car space, Mercedes owns the luxury element, Audi still holds up well for those who prefer something a little understated vs. the other 2.
Porsche sits in a class of its own, Lexus has the seal of reliability and comfort, Jaguar had a dying fanbase that Jaguar had nothing in their line up for.
Whatever it was, people spoke of them again, but it remains to be seen if the new product can make anything of it.
Bad products eventually kill themselves no matter how good the marketing, and this is extremely true in the auto vertical, Jaguar for the last 2 to 3 decades was a series of bad products.
bump
I work there and didn’t even know we did that. There’s so many lines of work here.
What’s Jaguar?
🐆