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Yes. They've announced a future lineup of three models, which are confirmed to be a four-door GT car, and then rumored to be a SUV and then a sports car/convertible combo. All electric.
As an auto journalist, I can tell you this rebrand is already getting mocked and not taken very seriously. I worry for Jaguar's future.
Seems as if they don't even sell any new cars any more. The website only offers a link to their used-car marketplace for each model in the list. And if they go all electric, they'll have some work ahead...the iPace having (had) a range of only 470 km/less than 300 mi., apparently due to a a power consumption which is 150 % of, say, an Ioniq 5.
Rebrands always do, people like to complain when a new logo is unveiled then a few months later they've forgotten the old one. I think we need to see where they're going with it first, it looks like they've almost made themselves into a fashion brand, which I guess might fit with urban EV driving, and they're kind of a boutique brand as it is. I'm interested to see what their plan is.
Tata Motors own Jaguar so i can't seeing their future being a concern with the amount of sales/money they have.
If Tata don't want them anymore i'm sure some chinese company would be interested to buy them out.
When it comes to cars, watches, clothes, etc. I suppose I'm more traditional than most people. Electric cars, smart watches and all that just lack charm, elegance and soul as far as I'm concerned, but companies need to survive and if Jaguar feels it has little moving space where they are right now, I suppose money talks and rebranding to be trendy for a broader mass is probably economically a wiser choice than to make another E-type or whatever.
I test-drove a jaguar earlier in the year. The XF. What a car to drive! But like Alfa Romeo, I guess cars like that are just appealing to a certain customer base, which just isn't that big. The second hand XE and XF's have, at least most of them, a lot of miles on them. In my country, they're director cars. They're mostly bought new, so it's easy to get a 'cheap' second-hand one. A car of, say, 4 year old will easily have done 150.000 plus KM and have a price tag around 30K euro, against the 70+ you pay for a new car.
Will a complete rebrand really work? Well, if the shun off their legacy, maybe. But they'll lose their current customer base. That video I personally find appalling. It has nothing to do with what I think Jaguars should be like: great drivers'cars with a luxury upholstering for the succesfull person who doesn't want to shout it off of the roofs, but definately wants to show it.
I'm with you, mate. That video screams: "I want to be 'in' and I think this might just work. Oh I'm a car brand with decades of gorgeous cars on my resume? Hmm, don't think the kids will like that. We'll do some random Zara ad and then think of a vague connection later."
What a gross mentality to have about business. I want Jaguar to prosper, making elegant sports cars for the road like it used to. I do not want them to fail so bad they get dumped onto a Chinese buyer who will just further devalue the brand. What's wrong with you to think all that would be fine? Don't you want to them to succeed instead? Hope for prosperity, don't just let what's defined you in the past die off.
They are a pretty 'old man' brand, they've been trying to redefine themselves as sort of urban and modern high end in the last decade or so but I'm not sure it's quite stuck, and ultimately as it is they just don't sell many cars. BMW are well over 2 million sold a year whereas Jag are in the hundreds of thousands, and yet they compete. It's all very well for us to get teary eyed about E-Types and sportcars, but who here has bought a Jaguar recently? And selling sportscars, sadly, doesn't pay the rent these days.
I don't think it's certain they'll lose their current customer base just because they've got a fresher logo, I would say this rebrand so far is still representing modern luxury, just in a slightly different way. To be honest I think we have to see the actual cars first!
Of course, I was just referring to the vibe that video gave me.
And you're right, who here has bought a Jag recently? That's a fair question. If I had the wallet for it, I would have an Alfa, a Lancia, a Maserati, an Aston, a Lotus, a Jag, an Alpine and probably even a DS. Unfortunately I can only go for the one and my heart is Italian in the first place...
Relax, Most of the Jags are still designed/made in England so they will be making the same cars whoever owns the company....
The one I drove has a 2 litre 4 cilinder engine and I can tell you it does the job perfectly fine. Compared to other cars for sure, and AFAK BMW is doing exactly the same: turbocharged 4 cilinder engines with about 250 HP.
We just bought a KIA for my wife. It's a hybrid with a 1.6 litre engine and a total of 140 HP. The Alfa Giulietta we have on the company has a 1.4 litre engine producing 170 HP (and beeing 10 years older). Only to say that what used to be a good mesurement, doesn't tell you anything anymore.
Wish I had gotten the financing done on the Jag. The KIA is fine. But that's it. Just fine. The Jag was a joy to drive.