It's hard to believe what Jaguar has done to its century-old legacy with its latest move. If you haven't already, check out their Instagram - what you'll see is shocking. In a single moment, Jaguar has erased its storied history, replacing it with a rebranding effort so poorly thought out it feels like an April Fools' joke. Once a prestigious English automaker, Jaguar now looks more like a fashion or makeup brand.
From icons like the XJ220, F-Type, and XKR, Jaguar is now focused solely on electric cars and SUVs. During our visit to the Auto Zurich car show in Switzerland, the disappointment was obvious. The only glimmer of Jaguar's former glory was the F-Type, which, heartbreakingly, will be discontinued by the end of 2024. The rest of the display? SUVs and EVs that seem more fitting for Land Rover's lineup than Jaguar's.
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Which begs the question: Why not let Land Rover handle SUVs and stick to what Jaguar does best - making thrilling sports cars? Land Rover is already doing well with models like the Range Rover and Defender. Meanwhile, Jaguar seems intent on pushing away its loyal fanbase by abandoning its roots.
This trend of watering down legacy brands with uninspired decisions is confusing. Take Mercedes-AMG's 4-cylinder C 63 - another misstep - but Jaguar's move is on another level entirely. The rebranding video they released feels disconnected from the Jaguar we know and love. It’s hard to imagine the people in that video have ever driven a Jaguar, let alone owned one. And yet, Jaguar genuinely believes this "woke" branding will appeal to enthusiasts?
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The real winners here are likely the ad agency behind this misguided campaign, cashing their checks while Jaguar risks driving itself into irrelevance. Instead of honoring its heritage with something like a production-ready C-X75 or a modern take on the E-Type, they’ve chosen a path few fans can get behind.
Jaguar, thank you for the amazing cars you’ve made over the years, but it’s painful to watch you throw away your legacy like this. If this is the direction you’re taking, it’s hard not to imagine bankruptcy on the horizon. Rest in peace to a once-great marque.
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