Largely manufactured furore shows Jaguar succeeded at getting people talking
The drowsy Jaguar has experienced a sudden jolt of energy.
After several months of subtle teasing, the British automaker has introduced its newest creation: a completely electric "concept featuring striking designs and dynamic dimensions aimed at inspiring future Jaguars."
As anticipated, we've encountered a deluge of marketing jargon coinciding with the release of the Type 00, marking the largest rebranding effort in the company's 102 years.
The car stands out with its unique design that contrasts with the typical, but not everyone appreciates it. In fact, some individuals formed their opinions about it before even laying eyes on the vehicle, influenced by an advertisement that came out last month.
The advertisement didn't actually include the car at all.
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Instead, it featured a varied group of models moving gracefully in vibrant clothing. This was enough to dissuade some viewers.
Many felt that this marked a significant shift away from the traditional image of Jaguar, which often showcased white British men in tailored suits driving their cars in advertisements. Critics claimed that the brand was turning its back on its loyal customer base.
Some people might be taken aback by the degree of (fake) anger, especially coming from the CEO of competing automaker Tesla.
In a post on X, Elon Musk asked, "Do you sell cars?" This sparked a lively discussion about the well-known British car manufacturer. Suddenly, individuals who had never shown interest in cars or the importance of the Jaguar brand began sharing their opinions. Nigel Farage, the recently elected Member of Parliament for Clacton, also joined the conversation.
The advertisement was labeled as "woke" and "self-absorbed," and the criticism soon escalated into homophobic insults.
Rawdon Glover, the managing director of Jaguar, spoke out against the "wave of intolerance" that the advertisement had sparked.
"We need to redefine our brand and target a different price range, which requires us to take a new approach. Our goal is to break away from the conventional ideas associated with the automotive industry."
"If we follow the same approach as everyone else, we’ll simply get lost in the crowd."
Created to spark conversation
It’s not surprising that the uproar was largely created on purpose. Jaguar indicated they were aiming to spark conversations.
Ultimately, it's aiming to achieve similar achievements as the E-Type, which is considered one of the most legendary cars in history.
Though the company holds its "traditional customer base" in high regard, it is quite clear that it must seek out new customers to refresh its aging brand.
The Jaguar Land Rover Group is experiencing its highest sales ever, but it's mainly Land Rover that is driving these numbers, while Jaguar faces challenges in maintaining profitability.
It's finding it tough to remain significant amidst intense competition in an industry that is changing quickly, with numerous Chinese brands offering advanced technology and competitive prices.
Jaguar has made it clear that it is fully committed to transitioning to an all-electric lineup by 2026. Although fluctuating demand has delayed this goal by a year, the company is determined to pursue it wholeheartedly, aiming for a more luxurious market segment and higher price ranges.
JLR is aiming to position its brand within a high-end global market.
This might shed light on the forward-thinking marketing approach. This, of course, signifies a shift away from its British heritage. Mr. Glover mentioned that 85% of future Jaguar buyers will be newcomers to the brand.
It clarifies why so many people are confused by the company's commitment to moving forward while also holding on to its past.
Jaguar explained that the shift reflects its understanding that it is no longer just a "heritage brand," but rather a "brand that has heritage." Finding the right balance in this perception is crucial for the company's future.
