all y’all complaining about the ad like y’all were buying jaguars before this. if you were, they wouldn’t even have to do this rebrand or make this ad.
just complaining to complain.
jaguar is on life support and I doubt a rebrand to EV will fix it.
maybe they can use the lucid motors?
Here’s an interesting article about the new campaign.
A few things stand out in this article:
First, it’s important to underline the context. JLR had been going through some financial difficulties five years ago but has turned that around more recently. The group overall is now profitable and is reducing its debt. One of the key elements in that success has been the ability of the Range Rover brand to sell unfeasibly expensive special edition models. In early 2023, the company had sold 6,000 Range Rover SVs averaging over £100,000 ($125,000) apiece.
This marked a turnaround in strategy for the company. In 2019, the average sale price for a car from JLR was £44,000 ($55,000). By early 2023, it was £71,000 ($89,000). The company was selling 660,000 units a year in 2019, but not making a profit. By 2023, the volume had dropped to 300,000 units, but with a positive balance sheet. The Range Rover and Land Rover models reportedly now make $25,000 profit each on average.
The problem in 2023 was that 75% of its orders at that time were from Range Rover, Range Rover Sport and Defender models. Jaguar was still a net drag on resources, making a loss per car. There are still some much-loved models in the portfolio, such as the F-type, but the brand only sold 64,241 units worldwide in 2023 out of JLR’s total of 431,733. It was clearly not good economic sense to keep Jaguar going in its existing form, so the Reimagine strategy announced in 2021 and fleshed out in early 2023 entailed the end of all internal combustion sales and a relaunch as an all-electric automaker.
In the end, it will be all about the car that is released on 2nd December. With a price expected to be above £100,000 ($125,000), the new electric Jaguar will need to be very special indeed. But thanks to all the controversy around the branding video, the world is now watching. And that’s a stroke of genius.
I know someone who replaced their Discovery with a Tellluride.
As of last year, they also now have a Rivian S1
Attacked from the top and the bottom.
In a world of SUV this rebrand is clearly to differentiate Jaguar as much as possible though and ensure their is little cannibalisation.
I think its clever myself, the Jag we knew is now dead, this is clearly aiming for a very, very different market, which is already well served by JLR with RR.
Not sure Bud Light drinkers are the market they’re heading after with the campaign
Putting the rebranding aside, focusing on a $100k+ EV might be a tough sell to potential EV customers. Luxury EVs, such as the Porsche Taycan, Audi etron GT/RS, Lucid Air, BMW i7, Mercedes Benz EQS are depreciating like a rock after their first year. I am intrigued by this new Jag EV, however, let’s not be surprised if consumers aren’t flocking to their nearest Jaguar dealership after the unveiling.
We know the Bud Light drinkers are not legacy Jaguar drivers. So the question is who are they going after with a marketing campaign like this?
This, this is the real key. If i7’s, Taycan’s, and even Maybach EQS’s are all taking a bath on value, why does Jaguar think they’ll be able to break that mold and create a luxury EV that people actually wait without heavy subsidization.
Not sure what the EV adoption rate is like in Europe or other countries, but it is going to be interesting to see how much ca$h they will be pumping into this new EV venture. On the flip side, I can’t wait to see what lease deals will look like in a couple of years, when all the rebranding hype has died down. 
EDIT - From the article I posted earlier, it states: “The company is investing £15 billion over five years to electrify Jaguar, so there will be solid technical underpinnings for the vehicle, aided by the battery software intelligence of specialist Elysia.”
seriously.
Jaguar after failing to sell ICE cars turns to EVs that are not selling as their primary and only strategy.
Because nothing says reliability like British cars and electronics.
I’m more surprised to learn they have that much money available to them
Doesn’t Tata Motors own Jaguar?
Tata’s market cap is 35B (in Dollars), so 15B (in Sterling) is still a lot!
We shall see whether Jaguar can survive 5 years from now.
Don’t overestimate sterling 
The young and wealthy
I think it looks great. Think about it in black.
