Jaguar
Queen Elizabeth, her mother, King Charles, Margaret Thatcher have all owned Jaguars
What’s your image of Jaguar cars?
Jaguar is a classic British sports car.
It was a popular choice for actors, bank robbers and royal family members between the 60’s and 80’s.
It was bought by Ford in 1990 then by Tata, the largest Indian carmaker, in 2008
When I was a kid many Jaguars had a iconic “leaper” on the front of the car.
The leaper stopped being used entirely in 2005. Why?
crime
danger
In some cities some people would pull off the leaper from your car… especially if they’re drunk. Mercedes only has a few models remaining with it’s standing logo for the same reason.
In Europe they decided that hard hood ornaments like this are dangerous for pedestrians if you crash into them
leap (noun, verb) = big jump
hood ornament = little figure on top of your hood (popular in the 70’s-90’s)
pedestrian = walking person
Jaguars global sales have been falling steadily for the last few years.
Why do you think this has happened?
rivals
environment - regulations
SUVs
Rivals
In the past Jaguar tried to position itself just above Mercedes and BMW but these 2 brands have been very strong. It’s tough to compete. Their other rivals include Alpha Romeo and Maserati
Environment
In the EU, new environmental regulations means Jaguar owners have to pay higher taxes. Some countries may stop selling gas cars in the future.
SUV’s
Traditionally Jaguar made many sedans but in the last few years SUV’s have become very popular. Even people living in cities, who never go off road love buying SUV’s. Why?
luggage
headroom
height when driving
taller doors
off road
2023 US sales:
Cars sold
8,284
351,746
362,244
Brand
Jaguar
Mercedes
BMW
Jaguar’s sales have dropped nearly 80% since 2017
What should Jaguar do to increase sales?
Jaguar recently announced they will stop all production in 2025
3 new models will be released in 2026. All will be electric
Jaguar announced the plan to stop all sales and production in Europe at the end of 2024 for over 1 year so they can totally change their brand.
What do you think of their new logos?
They released their first commercial about their new brand in November 2024:
What do you think of it?
How do you think the brand will change?
How do you think people responded to it?
“Jaguar’s woke ad shows just how out of touch companies are with consumers”
"More like an Art Film than a car commercial — diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean?"
“some marketing professionals, mocked the video as confusing and stylistically outdated”
“Jaguar’s “woke” rebrand is a commercial masterstroke”
The one writer who liked the new commercial said: “The comapny is deliberately seeking to be provocative and address an entirely new audience. By not having any Jaguar cars available to buy until 2026, JLR doesn’t need to concern itself with a short-term fall in sales – a near 100 per cent drop during the next 12-18 months is already baked-in”
One week after releasing the commercial, they released these images of their new concept cars:
This concept car is called Type 00. It will not be available for sale but concept cars generally show the direction a company plans to take.
As a result, some of the concept features will be a little exaggerated compared to the cars it will sell.
a leaked photo of one of their new cars during a test drive
exaggerated (adj) = seem bigger / better / more than the reality
In 2026 they will release 3 new models, all are electric and the prices will be significantly higher than cars in the past. They said they want to target successful, young urbanites.
Do you think their strategy will be successful?
https://www.caranddriver.com/news/a62716329/future-of-jaguar/
https://www.bbc.com/news/articles/cd60v8zj678o